As a creative discipline design should never take up with generating benefits. This would equate debasing itself. We should not mistake a designer’s objectives for the goals of the company he/she works for. But don’t get me wrong: this does not mean designers should refrain themselves from creating benefits. Not at all. What more could we hope for than generating happiness and wealth? Profit is thus to be seen as a means to reach an end and markets as the time and place for exchanges to occur – in other words as a tremendous opportunity for spreading the good stuff… and the good word.
Since their activity is centered on use, designers should make sure the economy acts in favor of humankind and no longer serves profit only. Designers are to become driving forces of the emerging “ethical companies.”