4. ABSTRACT
Sociologists define social change as a transformation of cultures,
institutions, and functions. Throughout history, sociologists have wrestled
with different ideas and models.
There are three main theories of social change: evolutionary,
functionalist, and conflict.
Social change is important for many reasons, but especially because
it permits modernization, which refers to the process and impact of
becoming more modern. More specifically, it refers to the gradual shift
from hunting-and-gathering societies to postmodern societies and,
perhaps, especially to the changes brought by the Industrial Revolution of
the 19th century.
As expressed in academic work of social scientists and the applied
work of practitioners, social design is about creating new social forms
(or buttressing existing ones) through leveraging the features of social
settings. In other words, social designers look to shape social situations,
organize activities in social systems, and create organizational structures
using their knowledge of how social structures and dynamics work.
This report explores what is social change, what triggers it and why it is
so important. The report is also about design for social change and non
profit, why data are so important for social design and gives some case
studies of actors who play an important role in this scenario. In the end it
explores the main tools of social design.
5.
6. 6
01 SOCIAL CHANGE
What is social change?
Sociologists define social change as a transformation of cultures,
institutions, and functions. Throughout history, sociologists have wrestled
with different ideas and models.
There are three main theories of social change: evolutionary,
functionalist, and conflict.
1. Evolutionary Sociologists latched on to Darwinâs theory of evolution,
applying it to society. Auguste Comte, known as the âfather of sociology,â
believed in the evolutionary model. According to this theory, society
always evolves into âhigher levels.â Like organisms evolve from simple to
more complex, so do societies.
2. Functionalist The functionalist theory of social change teaches that
society is like a human body. Each part is like an organ. Individual parts
canât survive on their own. Emile Durkheim, a major leader in the social
sciences, believed that all parts of a society must be harmonious. If they
arenât unified, society is âno more than a pile of sandâ thatâs vulnerable to
collapse.
3. Conflict The conflict theory states that society is by nature unequal
and competitive. Karl Marx spearheaded this theory. While he did believe
in the evolutionary model to a point, Marx didnât think each phase
resulted in something better than before. More often than not, the rich
and powerful control the rest of society by exploiting vulnerable groups.
This sows conflict, provoking people to action. Social change occurs as a
result.
7. 7
What triggers social change?
1. Cultural change New inventions, discoveries, and the spread of ideas
contribute to cultural changes. Consider the effect of the internet. Itâs not
only changed the culture of individual countries but the entire world. Itâs
transformed how we communicate, as well as the structure of countless
industries. Discoveries also impact a societyâs culture. Consider how
much changed when the Europeans âdiscoveredâ America. This example
shows how social change is not always beneficial to everyone. New ideas
about gender, race, religion, work, education, and so on also change a
culture.
2. Demographic change Societyâs demographics often change when
births increase and/or people start living longer. A bigger population
affects the dispersal and availability of resources. An increase in
immigration or emigration also affects society.
3. Change by conflicts Inequalities based on class, race, gender,
religion, and more foster dissatisfaction and anger. To address their
situation, groups come together to fight for change. Governments can
be overthrown or restructured. Sometimes change happens quickly, but
oftentimes it develops over time in stages.
4. Change by movements Social change often occurs as a result of social
movements. There are countless examples throughout history in every
country on earth. Some of the most famous (many of which are ongoing
and/or evolving) include:
âą The Reformation
âą The abolition of the transatlantic slave trade
âą The Civil Rights movement
âą The feminist movement
âą The LGBTQ+ rights movement
âą The green movement
8. 8
Why is Social Change important?
1. Social change gets the world closer to gender equality
Itâs important to remember that social change starts small. It becomes
impactful as more individuals, groups, and institutions get on board.
These actors propel the world forward culture by culture, country by
country.
2. Social change improves worker rights
Throughout the course of history, greed exploits and endangers
employees in every industry. This area of social change is ongoing as
workers continue to fight for their rights. They strike for higher wages and
push for better legal protections. Consumers also play a part when they
boycott businesses with unethical practices.
3. Social change protects the LGBTQ+ community
The LGBTQ+ community is one of the worldâs most vulnerable
populations. People in this community face higher rates of suicide,
violence, and discrimination. Many past and current social movements
around the world center on LGBTQ+ rights. The legalization of same-sex
marriage, legal protections against discrimination and shifts in cultural
perspectives represent social change.
4. Social change improves racial equality
Most societies deal with racial inequalities. Based on their race, groups
and individuals face discrimination and disenfranchisement. Social
movements focus on protesting current conditions and changing laws.
Social change is also significant when it addresses societyâs perception
of race. Education and awareness can be as important as legislative
measures.
5. Social change is good for business
Studies show that when workplaces are more diverse, theyâre more
productive. If every workplace prioritized better inclusion and equality, it
would improve business and societyâs economy as a whole.
9. 9
6. Social change helps the environment
No other living thing has affected the environment as much as humanity.
Research shows that weâre damaging the air, water, and land at
unprecedented rates. This affects the wellbeing and safety of everything
on earth, including humans. Green social movements have pushed back
with earth-friendly initiatives such as supporting endangered species.
They also encourage individual responsibility and spread awareness
about issues like climate change.
7. Social change keeps governments accountable
History proves that power can corrupt. Governments often commit
human rights violations against their own people. Social change can
draw attention to these injustices, dismantle destructive structures, and
help societies transition into better systems. These changes can occur
quickly and violently through civil war or conflict. Through elections and
legislature, the change can be more gradual.
8. Social change addresses problems at the root
Lasting impact is one of the markers of social change. It isnât enough
to treat the symptoms and not the wound. The most effective social
movements tackle issues at the root instead of only looking at the effects.
9. Social change empowers citizens
Social change often occurs when individuals decide to work towards
a common goal. They take note of whatâs destructive or inefficient in
society and take the steps necessary to change it.
10. Social change makes life better for future generations
Many social movements lean on the understanding that social change
is slow. Those fighting for change now know they might not reap the
benefits, but coming generations will. Fighting battles now on behalf of
those not even born yet is a selfless act. It sets up a society for future
success.
10. 10
The basic types of society are hunting-and-gathering, horticultural and pastoral, agricultural,
industrial, and postindustrial. In looking at all of these societies, we can see that they differ in
such dimensions as size, technology, economy, inequality, and gender roles. There are some
ways in which societies change over time and they become more modern. To understand social
change, then, we need to begin to understand what it means for a society to become more
modern.
Modernization refers to the process and impact of becoming more
modern. More specifically, it refers to the gradual shift from hunting-and-
gathering societies to postmodern societies and, perhaps, especially to
the changes brought by the Industrial Revolution of the 19th century.
The terms modern and modernization have positive connotations; it
sounds good to modernize and to be modern. Modernization implies that
progress has been made and is continuing to be made, and who would
not want progress? Yet modernization also has a downside. A related
problem with the terms and concepts of modern and modernization is
that many people think of Western nations when considering the most
modern nations in the world today. This implies that Western society
is the ideal to which other societies should aspire. While there are
many good things about Western societies, it is important to avoid the
ethnocentrism of assuming that Western societies are better because
they are more modern.
First, as societies evolve, they become much larger and more
heterogeneous. This means that people are more different from each
other than when societies were much smaller, and it also means that they
What means for a society to
become more modern?
11. 11
ordinarily cannot know each other nearly as well. Larger, more modern
societies thus typically have weaker social bonds and a weaker sense of
community than small societies and place more of an emphasis on the
needs of the individual.
A second aspect of modernization is a loss of traditional ways of thinking.
This allows a society to be more creative and to abandon old ways that
may no longer be appropriate. However, it also means a weakening or
even ending of the traditions that helped define the society and gave it a
sense of identity.
A third aspect of modernization is the growth of individual freedom and
autonomy. As societies grow, become more impersonal, and lose their
traditions and sense of community, their norms become weaker, and
individuals thus become freer to think for themselves and to behave in
new ways. Although most of us would applaud this growth in individual
freedom, it also means, as Ămile Durkheim (1895/1962) recognized long
ago, that people feel freer to deviate from societyâs norms and thus to
commit deviance. If we want a society that values individual freedom,
Durkheim said, we automatically must have a society with deviance.
12. 12
02 DESIGN FOR SOCIAL CHANGE
Social Design is about creating new social forms
or buttressing existing ones, through leveraging
the features of social settings.
As expressed in academic work of social scientists and the applied
work of practitioners, social design is about creating new social forms
(or buttressing existing ones) through leveraging the features of social
settings. In other words, social designers look to shape social situations,
organize activities in social systems, and create organizational structures
using their knowledge of how social structures and dynamics work. This
approach can be juxtaposed to what people think social design means:
a way to control the public through manipulation, disinformation, and
propaganda. Social design also can be contrasted to material design, as
seen in industrial design, software design, and architectural design.
While the concept of social design has been historically stigmatized as
a means to further narrow (often destructive) interests, there has been a
trend toward understanding social design as social interventions meant
to create positive change for a greater good (Banathy, 1996; Burke, 2014;
Howlett, 2011). The importance of adopting a systems perspective and
thinking, along with broader design approaches such as human-centered
design at the company IDEO, have created new opportunities to engage in
social design and rethink how it can be done.
Sociologists and social practitioners have even been trying to learn
from design project methodologies more closely associated with
engineering and âhardâ sciences, looking to see how they can be applied
to social projects, interventions, and actions. While not trying to reduce
social design to mechanical engineering ( Hugh, 2013), it speaks to an
overarching mindset that guides the general structure of design process
(Armstrong, Bailey, Julier, & Kimbell, 2014). More traditional design
approaches like design thinking and design sprints do not capture the
complexity of social design.
This recent emergence of social design is in need of further development,
13. 13
and most importantly, supported by the research and practice
communities, as well as government agencies, non-profits, and the
general public ( Armstrong, Bailey, Julier, & Kimbell, 2014). Additionally, it
is important to change the societyâs mindset and see social design in a
positive light, as an organized process of constructive intervention and
desirable change ( Banathy, 1996). In order to achieve this, society needs
to develop a better understanding of the process of change, to produce or
adapt new design methods, and to create a culture of design thinking for
social change (Armstrong, Bailey, Julier, & Kimbell, 2014; Banathy, 1996;
Howlett, 2011).
âą Antionette Carrol founded the Creative Reaction Lab (CRXLAB) in
response to the shooting of an unarmed black teenager by a white
police officer in nearby Ferguson with the mission to cultivate creative
leadership through collaborative efforts between civic and social
communities. CRXLAB has since hosted a number of workshops
using design thinking to empower participants from various sectors
to develop products, programs and services âby, for and with the
community.â
âą Andrew Shea wrote the book Design For Social Change and shared
it for TEDx. His speech was about changing people habits, he
stated that people change habits through laws and rules, money and
taxes, emotions or chenging their environement. Changing peopleâs
behaviour comes from understanding the habits, what permits that
and in which environment they take place. To change the habits you
need in first place to change the environment and what makes the
behaviour possible.
15. 15
Seventy-five percent of nonprofits surveyed said they struggled with how to measure and report
data, according to the Salesforce survey. Another 47 percent said that capturing and managing
accurate data on constituents is a challenging, complex undertaking that the report described
as requiring new and deeper levels of data, goal setting, automated processes, and the rigorous
tracking of results. For nonprofits to effectively create change, everyone in the organization
needs to have access to information about the people they serve. Then they can begin to analyze
performance metrics and overall impact.
Data Design Thinking
Design thinking is a structured approach to solving problems, consisting of various qualitative
activities that support the generation of insightful, human-centered and impactful design
solutions. The activities carried out during the design thinking process may vary from project to
project depending on the nature of the problem at hand.
Data Feminism
Data feminism is a framework for thinking about data science and ethics that is guided by ideas
of intersectional feminism. The work of data feminism uncovers how standard practices in data
science serve to reinforce existing inequalities around the world.
Data Feminism isnât only about gender.
Intersectional feminists have keyed us into how race, class, sexuality, ability, age, religion,
geography, and more are factors that together influence each persons experience and
opportunities in the world. Data feminism must be intersectional if it seeks to address the
challenges of the present.
16. 16
04 CASE STUDIES
IDEO.org
Designing a better world
https://www.ideo.com/eu
Osservazioni
Their values and beliefs influence the work
that they do and the impact they hope to
achieve.
Their projects are various and they operate in
social trasformation processes, digitalization,
climate and inclusion projects.
They believe that nowadays challenges are
too big to face them alone and that we should
cooperate in different fields to achieve better
models of life.
Descrizione
IDEO is a global design company. They believe
a better future is for all of us to design. They
are a community of designers, entrepreneurs,
engineers, teachers, researchers, and more.
IDEO
âą builds learning platforms and tools to
unlock creativity;
âą helps organizations innovate by
empowering the people who drive them;
âą brings together networks to act on
systemic challenges such as education,
food, mobility, and aging;
âą creates human-centered products,
services, spaces, and organizations that
empower communities, cities, and even
countries;
âą connects emerging technology to everyday
needs and aspirations in fields such as
biodesign, life science, health, and data;
âą helps large organizations move quickly
and small companies scale by putting
peopleâs needs at the center.
17. 17
Greater Good Studio
Social Change by Design
Database v2
https://greatergoodstudio.com/
Descrizione
Greater Good Studio advances people-
centered social change.
By working alongside people who are most
impacted by social inequity, they design
strategies and solutions that challenge the
status quo.
They envision a world where all social change
efforts are inclusive and working towards
equity.
In the current commercial design industry,
power is concentrated on just a few
organizations which signal what good
looks like, what success looks like, what
the best looks like. The social change by
design field may very well end up skewing
towards English-speaking, White, Male-led
organizations based in North America, so the
team try to spread its method to redistribute
the power to influence the design world.
Osservazioni
https://airtable.com/shrTNLno7SaLGymgl
They created an aritable database with over
150 organizations from all over the world
listed who work in the field of social change
and this database will grow to be more
representative of the many practitioners doing
the work.
18. 18
Impact Hub
https://impacthub.net/
Descrizione
Impact Hub is one of the worldâs largest
networks focused on building business
communities for impact at scale: home to
innovators, dreamers, and entrepreneurs who
are creating tangible solutions to the most
pressing problems of our time.
They are a big community that have
recognizable material spaces, but they can
change and share ideas and people all over
the world.
Osservazioni
They are a network of hubs all over the
world. They inspire, connect and stimulate
entrepreneurship and innovation.
Their services are designed to enhance and
grow ideas and projects that can bring a
positive impact, such as business &
credit access, social impact &
measurement, design & finance, brand identity
& digital strategy.
19. 19
Dalberg Design
https://dalberg.com/
Descrizione
Tehy are entrepreneurs and innovators,
designers and creative problem solvers,
thinkers, and doers. They are from everywhere
in the world. Tehy partner with and serve
communities, governments and companies
throughout the world, providing an innovative
mix of services.
Their creative potential is being wasted, which
is the most precious human resource. It is
the capacity for creative problem solving and
the human right to co-create solutions that
address the needs of your community.
Dalberg Design partners with communities
and organizations to bring people to the
table so they can design approaches to the
challenges and opportunities that affect their
day to day lives.
Osservazioni
During this time of global crisis, design can
play an important role in helping underserved
communities facing urgent challenges in
health, employment, food security and social
stability. They are studying the impact of
new government policies, and researching
emergent behaviors that can inspire new
approaches to this unprecedented challenge.
20. 20
05 TOOLS FOR SOCIAL DESIGN
1. Define the Problem
Immerse yourself to uncover the underlying problem. Do this by
diagnosing the problem, studying the symptoms and establishing the real
causes of the issue.
âą Analyse and interpret the entire system as well as peopleâs personal
experiences and perspectives.
âą Learn about the people affected by the problem and find out about
their personal experiences by utilising ethnographic research
techniques such as speaking to, interviewing and observing behaviour.
âą Ask yourself what is the issue, what does it affect, what are the social
and cultural factors that shape this issue, how you know this is a
problem and which are the evidences of and, at last, if you can think
about the problem in a different way.
âą Make an Empathy Map that will help you to gain insight into the people
you are designing for.
âą Complete a Journey Map, because mapping someoneâs journey will
help you to see things from their perspective.
2. (Re)Define
Analyse the entire system. By analysing the entire system, environment
and culture that you are designing for, you can start to identify new
connections and come up with more suitable solutions to complex issues.
Outlined here are a set of methods to help you interpret systems at both
micro and macro levels.
âą Use Cynefin Framework to help break apart your problem or issue
into simple, complicated, complex and chaotic. Think about the wider
environment which frames the problem.
âą Use the Drivers of Change framework to map your issue within
different systems such as political, technological and environmental
through from 10 years ago to how you predict it to sit 10 years into the
future (Kimbell 2015).
âą To help see an issue in a new light, try placing it within a different
context. This will reframe your issue and help you and others to
understand how the problem is affected by the system or environment
it is situated in.
3. Share & Connect
Make issues public and connect with people to help design better
solutions with instead of for those affected. Designers can help make
issues tangible through bold and clear visualisations. Visual tools help to
summarise, trigger and support social conversations. By bringing social
Josephine Miller has outlined the tools and methods you can use to help design for social
innovation and positive change. Many of these are inspired by leaders in the field of social design,
social innovation and design thinking including and social design Lucy Kimbell, Geoff Mulgan,
Ezio Manzini, Pelle Ehn and Roger Martin.
21. 21
issues to the surface and making them visible can spark new innovations. Finding
a way to capture peopleâs attention, particularly those with power, can help to
accelerate social change.
âą Use Infographic Visuals, which are useful for communicating facts and figures
in a way that is visually appealing and easier to absorb.
âą Utilise Campaigns, high impact media such as Posters, Videos and Online
Platforms to capture the attention of the public, foster social conversations
or even call for ideas. Here, it is useful to draw on behaviour change methods
used in advertising including the use of Emotion, Collectivism, Ownership,
Play, Utility and Reframing (Ferrier 2014):
Emotion Using emotive imagery can shock and spark a response
and direct people towards desired action.
Collectivism Create a movement and get people invested in your
cause by playing on the idea that people like to copy each other.
Ownership Ask people for their opinion and/or facilitate cocreation
to help confer ownership.
Play By making your campaign interactive and fun you can engage
the public and prompt people to act the way you want.
Utility Combine utility with communication to draw attention to
what you want to say.
âą Reframing By presenting your issue in a new way, you can change
22. 22
the way the public things about it.
âą Co-designing involves the people concerned. Bringing stakeholders,
citizens, communities, users and even ex-users together to connect.
Designers can advise on and facilitate co-design methods.
âą Use the De Bonoâs Six Thinking Hats. This is a systematic method to
help people think in a new, more creative and focused way by looking
at things from different perspectives. The idea is that a team wears six
different symbolic hats:
The White Hat Asks for facts and information.
The Yellow Hat Explores the positive benefits.
The Black Hat Is there to judge and explore the difficulties and
dangers.
The Red Hat Explores emotions and intuitions.
The Green Hat Looks at possibilities, exploring alternatives.
The Blue Hat Is the control, there to manage, organise and oversee
the process.
âą Use the Forum Theatre. This tool was developed by Augusto Boal and
is used to help think of solutions to difficult issues as a group. The
audience watches as both actors and non-actors perform stories of
ECOLOGY
EQUITY ECONOMY
23. 23
oppression. At any time, the audience can stop the show and take over
from another actor, to rewrite the story. The remaining members of the
audience shout âmagicâ if they donât believe the story to be realistic
and someone else continues.
4. Evolve ideas
Propose Solutions, Prototype: test, tweak, fail fast and small. Produce
things that were not there before to test, imagine in different scenarios
and to inspire alternative ways of being.
Since prototyping is an iterative process, it will also allow you to develop
your ideas. Utilise rapid prototyping techniques that allow fast and
collaborative creation of solutions, experiment, beta test and trial ideas.
âą Develop a prototype asking you what you want to test, what you want
to learn from the prototype.
âą Make an Experience prototype to use props and role play to act out
real life situations. Use this to help convey emotions and communicate
the aim of the project.
âą Make a Paper prototype to visualise ideas.
âą Create a Storyboard of someone interacting with your service. Think
about how they feel, the when, where, why and how, what the outcome
is.
âą Test your protptype though a Group Interview, Co Creation Session or
a One to one Interview.
âą Evaluate, iterate and learn from the feedback. Now quickly produce
another prototype to better meet the needs of your users, share again
ECOLOGY ECONOMY
EQUITY
ECO
EFFECTIVE
BUSINESS
24. 24
to get feedback. Repeat this process over and over to get to the right
solution to create the social change you are seeking.
âą Gather your findings; Synthesise and analyse your findings;
Brainstorm your findings as inspiration, get all your new ideas down
on paper.
5. Check in with Sustainability
Balance economic, social and environmental values. At this stage, it is
useful to check that your idea is sustainable. Will it benefit society, the
environment and the economy?
Design for social innovation needs to be sustainable. Once an idea has
been prototyped until it is just right, it needs a plan to make it sustainable.
This involves confronting the tension between the social change mission,
environmental considerations and financial survival.
âą Design thinking is the ability to balance opposing ideas, and can
help you to consider and find ways to balance the opposing values of
sustainability.
âą The diagram and Sustainability framework below illustrates the
various issues of sustainability to engage with:
Ecology involves considerations of the environment and how your
idea can make positive contributions to the environment.
Economy is about the viability of your innovation and itâs ability to
be financially stable and even make profit.
Equity involves society and asks how your idea contributes to
society both internally and externally.
1. 2.
3. 4.
25. 25
6. Adoption
Make Public (again) and Assess. Draw on your network to help publicise
the solution. For systemic change to happen you need to continue
to share the vision of the project and ideas to support it. Create new
evidence, prototype and share the new system, design, test and create
frames for change. Provide relevant training that equips people with new
skills and attitudes and empower those who benefit from the new system
to help create the desired change.
To help encourage people to adopt, use and spread your new solution or
innovation, you can utilise some of the methods below:
Media: Branding, Promotion, Free Information
Financial Incentives
User groups
Events and Fairs
Setting New Standards
Consultants & Collaborations
Other Tools are: Assessing Change; Life Satisfaction Measures; Social
Impact Assessment; Metrics & People, ...
1. Polimi DESIS & Polisocial
2. Pentagram
3. Studio Rejane Dal Bello
4. Loop Creative
5. Latte Creative
6. Disrupt Design Method
7. Youth in Action for SDGs
5.
6.
7.
26. 26
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