ABSTRACT
Sustainable development has been ascribed in a variety of ways over time. Today, the climate crisis, and the Covid-19 have resulted in a rise in collective awareness among consumers and businesses. The adoption of sustainable development challenges into a companies’ strategic design has an influence on its strategic design, which includes the entire organization, its operations, and reshapes its business model. As a result, it is necessary for a company to broaden its perspective to understand how to respond to a specific need for sustainability relevance by designing new interactions and internal systems that include stakeholders such as workers, consumers, institutions, and all social actors in terms of mutual engagement. Several authors highlight how the holistic and systemic design approach can help companies achieve higher results in terms of profit and collaboration with all stakeholders. In this light, sustainable design aims to create profitable connections and new collaborations to understand and solve complexities in different manners. New instruments are needed to enable companies to use a systematic approach that also considers consumer needs and enables the creation of better sustainability strategies. Collaborative learning has a huge impact on business from recruiting to training and developing talent to co-create sustainability team values. This research examines how it is possible to establish a shared and proactive sustainability vision in a company by using design thinking. It presents a case study workshop held in a high-tech pharmaceutical company where the feedback, observations, and experiences that have resulted are described, as well as instances of how the scenarios have been changed and successfully achieved the prefixed goals. The process was found to be effective in involving participants in system thinking about and discussing sustainability integration in their organizations, appreciating the interconnectedness of related issues, and understanding the collective implications of their potential choices and behaviors, as well as facilitating the socialization of participant thinking in the construction of a collective vision of sustainability.
