Unilever - Project Indonesia: Deep Design to the rescue – Solving wicked problems of the future

Tirthankar Dash

Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.

Introduction

Let me begin by stating a controversial opinion: our contemporary lives are defined by 200 years of dehumanization.

From the time of the industrial revolution, the nature of work and labour has changed dramatically. The relationship between man and machine has always been tenuous, with machines being used to help man work faster, better, and more productively, yet causing existential angst for mankind. The rise of the machine and its intelligence, once driven by man, now threatens to replace and succeed men1).

In response, almost as if to validate our own existence, we still continuously climb towards...

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