As a word, “sustainable” made us feel good. Brands, especially, loved that word. They sold a ton of products using the S-word. 



But words, on their own, don’t make the planet healthier – and we all want want the real thing, not a verbal substitute. Demand for healthier water, food and air is stronger than ever. They’e a precondition for wellbeing, for healthier minds and bodies.

The ‘real thing’ is practical acts of care – for places, and for people. These are actions taken for their own sake, and for the common good – not just for monetary gain, or GDP.

I call these actions designing for life – and they’re happening all over the world.

I’ll give you an example. We all want clean water, right? Well, I spent last week with people in the UK and China who are caring for inter-tidal coastlines. These are areas where land meets sea: watersheds, mudflats, saltmarshes, sand dunes, seagrass meadows.

In terms of ecology – life on earth – these regions are incredible treasure troves. They are sites of high and social-economic value, too – all manner of rural jobs and livelihoods.. 



The world’s coastal zones face many challenges, of course. Climate change. Industrial pollution;. Agricultural runoff. Incorrect land-use; You know what I mean. The list is long.

But in terms of Public Value, 3,800 watersheds have been restored here in China since 2012.

 A big story that’s not well known.

Watershed health is also happening in cities, such as Shanghai, which have biodiversity targets.

You know he expression “the sea begins in every pond”? Well, more than 400 community garden with ponds have been created here in Shanghai .The city is connecting these ponds to each other, and to the sea, in blue-green corridors.

All this work creates new Public Value – and designing for life can help it grow.


Designing for life involves new jobs and livelihoods. Healthier rivers require healthier agriculture. Healthier food increases Public Health. Coastal cleanup by school students grows the Public Value of education. A new bird watching platform brings green tourism closer.

When AI is used to monitnor biodiversity, tech creates Public Value, too. It’s a practical act of care.

Health and well being – of people, places, and nature, – are the ultimate Public Value They are a single story. And design can help it spread.