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Modern product design is shaped by the needs of a new generation of consumers, such as millennials and Generation Z. Young people's buying behaviour prioritises not only aesthetics, but also sustainability, user experience, innovation and responsible industrial design. By investing in sustainable products, digital design, and good design that enhances the emotional connection to the brand, businesses can respond to the design trends for 2024 by improving their brand awareness and sales.
Product design has been dynamically transformed in recent years, mainly due to the influential presence of a new generation of consumers such as millennials and Generation Z. Data shows that young people pay special attention to design, aesthetics, usability and a sustainable approach that characterises the industrial design of any product. Research from renowned organisations such as the Design Council and Design Week confirms that product design is a key factor in the selection and purchase of products by the younger generation. In this article, we'll look at examples, trends, statistics and step-by-step how you can tailor your design strategy for your online store or your brand.
The new generation of consumers, whether we're talking about millennials or Gen Z, has a sophisticated aesthetic and a focus on user experience. According to a Design Week survey, 80% of 18-24 year old consumers believe that good product design is a key factor in their buying decision. This demonstrates that beyond price and functionality, product design has become a key selection criterion, shaping new design 2026 trends across a range of sectors.
The market is now flooded with products that highlight the importance of aesthetics and responsible consumption. Young people are demanding sustainable products, both in terms of material use and social impact. Product design is no longer defined not only by functionality, but also by the philosophy of responsible design, the facilitation of everyday life and an emotional attachment to the object.
The concept of sustainability is directly linked to modern product design. Over 70% of young consumers say they prefer companies that emphasise sustainable production and eco-sensitivity according to the Design Council. This means it is no longer enough to offer an attractive design - your strategy should include innovations in materials, packaging and production process that reduce your environmental footprint.
One example is Adidas, which introduced a line of shoes made from recycled ocean plastic, attracting a young audience seeking innovation and responsibility in design. This trend, known as responsible design, establishes a new relationship of trust between professional, product and customer.
Emotional design plays a key role in young consumers' relationship with products. When product design focuses on storytelling, personal expression and innovation, it can build strong bonds between brand and buyer. For example, many brands are leveraging personalised digital design solutions, enabling custom options in colours or materials.
Nike, through the Nike By You platform, allows users to customize their own shoe design, enhancing uniqueness and identification. Emotional design, therefore, increases brand loyalty and differentiates products across a multitude of options.
User experience is now an integral part of product design. For young consumers, practical use, intuitive navigation and pleasant interaction with the product are key criteria. Statistics show that 75% of young shoppers would abandon a product or app that does not meet their user experience expectations.
Here, industrial design collaborates with digital design to maximise buyer satisfaction. For example, modern technology devices (smartphones, wearables) stand out not only for product aesthetics but also for user-friendliness, connectivity and ergonomics.
Investing in product design can elevate the image of your e-shop, increasing both visibility and sales. Here are practical guides for tailoring your strategy:
Start with a thorough analysis of your audience's goals and needs. Use surveys, statistics and questionnaires to understand real expectations.
Include sustainable products and eco-friendly solutions in your collection. Clearly demonstrate your responsible design efforts by including relevant labels or certifications in your online store.
Stand out by showcasing unique design details through photos and descriptions. Cultivate a strong brand identity around your product design, showcasing its functionality and versatility.
Leverage modern user experience optimization practices, both in physical products and online services (e.g. friendly navigation, responsive design). An upgraded user experience increases conversion rate and boosts customer loyalty.
The success of a modern online store depends largely on product design and your ability to understand and innovate according to new needs. The new generation of shoppers are looking for brands that invest in responsible, sustainable and emotionally charged industrial design, seeking experiences rather than just products. By investing in good product design, functionality and sustainability, you can transform your store into a market benchmark with a contemporary and timeless feel.
