According to the research of Design Management Institute……..
The most innovative companies in the world* share one thing in common. They use design as an integrative resource to innovate more efficiently and successfully. Yet many businesses don’t make it a priority to invest in design – often because the value of design is hard to measure and define as a business strategy. The DMI Design Value Index has taken the mystery out of measurement, demonstrating that an unequivocal financial advantage is attributable to those that do dare to make design a priority.
A stock market index is used to measure the performance of one segment of the market against the larger stock market. It consists of companies that share a predefined set of characteristics or industries. The index is computed from the weighted average of the market capitalization from the chosen set of stocks.
The DMI Design Value Index, built by Motiv, includes a rigorously selected list of design-led, publicly traded US companies that must meet a set of six DMI design management criteria. Out of a pool of 75 publicly traded U.S. companies, just 15 meet the criteria. These companies include Apple, Coca Cola, Ford, Herman-Miller, IBM, Intuit, Newell-Rubbermaid, Nike, Procter & Gamble, Starbucks, Starwood, Steelcase, Target, Walt Disney and Whirlpool.
Results show that over the last 10 years design-led companies have maintained significant stock market advantage, outperforming the S&P by an extraordinary 228%.