From ideas to action: The 5-D Framework
26 August 2026
Abstract
Meet rising consumer aspirations through wiser innovation
This thought-leadership paper distils the academic insights, industry cases and Design Sprint discussions from TaSIC 2026 into a practical framework for leaders seeking to achieve responsible growth at scale.
The 5-D Framework for Wiser Innovation identifies five interconnected design moves that organisations can use to assess whether their growth strategies are not only commercially viable, but also capable of delivering lasting societal value:
Design for Inclusion
ensure that products and services address real constraints of access, affordability
and usability.
Design for Easy Purchase
make the responsible choice competitive on the everyday factors that drive adoption, including price, convenience and reliability.
Design for Responsible Use
build the infrastructure, processes and incentives that enable responsible use
after purchase.
Design for Economic Viability
ensure that the economics work for the firm and the wider ecosystem as the
model scales.
Design for Organisational Endurance
embed responsibility into management systems, metrics and governance so that it can withstand leadership changes and market pressures.
The paper brings together examples from companies across sectors, alongside perspectives from academic experts and the TaSIC Design Sprint, to show how wiser innovation can move from aspiration to organisational practice. It concludes with a practical CEO checklist and recommendations for piloting and institutionalising the framework across strategic decisions.
Suggested Citation
Nagaraj, V. (2026). Meet rising consumer aspirations through wiser innovation: Five CEO design moves for responsible growth at scale. SPJIMR Paper Series. S.P. Jain Institute of Management & Research (SPJIMR). https://www.spjimr.org/wp-content/uploads/2026/08/meeting-rising-aspirations-responsibly.pdf
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