The value of design is difficult to define. Design is hard to isolate as a function, and design operates differently by industry. That makes benchmarking to standardized measurement metrics difficult.
Instead, DMI chose to look at the value of design-focused organizations in aggregate. The dmi: Design Value Index tracked the value of 16 publicly held companies** that met specific design management criteria. It monitored the impact of their investments in design on their stock value over a ten-year period, relative to the overall S&P Index.
The latest results show that over the last 10 years, design-led companies** have maintained significant stock market advantage, outperforming the S&P by an extraordinary 219%.
** The 16 companies on the Design Value Index are Apple, Ford, Herman-Miller, IBM, Intuit, Newell Rubbermaid, Nike, Procter & Gamble, Stanley Black & Decker, Starbucks, Starwood, Steelcase, Target, The Coca-Cola Company, Walt Disney, and Whirlpool Corporation.