National mapping of the design industry

Form/Design Center has produced a unique report mapping over 20,300 active design companies. The report is the first of its kind with the ambition to become a starting point for continuously monitoring the development of the Swedish design industry, its impact on other sectors and society at large.

The cultural and creative industries are a new Swedish base industry that creates jobs and contributes to growth and innovation in other sectors as well. These industries comprise ten percent of Sweden's companies, employ almost 200,000 people and have an annual turnover of over SEK 400 billion.

In the government's 'Strategy for companies in cultural and creative industries', adopted in the spring of 2024, one of the sub-goals is to develop national statistics in the area. In accordance with this, Form/Design Center has produced a unique report that maps over 20,300 active design companies.

The purpose of this report is to provide an overview of the design industry in Sweden and its key figures. Design has an impact on everything from well-being to social conditions, careful design of environments and climate change. With design, we have tools that give us the opportunity to change, improve and engage in dialogue," says Dorte Bo Bojesen, CEO Form/Design Center.

The design industry - a key part of the Swedish economy

The most common form of company among Swedish design companies is the sole proprietorship. This group accounts for 56% of companies, while 42% are limited companies. The 8,479 design companies included in the survey had just over 33,000 employees in 2023 and a total combined net turnover of SEK 76.5 billion. Of all design companies, including sole proprietorships, 98% are micro-enterprises with 0-9 employees. The largest companies with more than 250 employees employed 41.8 percent, or almost 13,900, of all employees in design companies, and accounted for 43.4 percent, or SEK 33 billion, of the net turnover of design companies. The micro enterprises among design limited companies had a total of just under 6,950, or 21 percent, of all employees in design limited companies, and had a turnover of SEK 11.2 billion, which corresponded to 14.7 percent of the net turnover of design limited companies.

As the statistics show, the design industry is a significant part of the Swedish economy. However, the current figures only take into account the direct economic contribution of design companies and their employees. Data for other types of companies, such as sole traders and partnerships, which make up a significant part of the industry, are often incomplete or unavailable. To gain a broader understanding, we can look at UK figures which are likely to reflect Swedish conditions. In the UK, the design industries contributed 4.9% of total gross value added in 2019 - a level comparable to the real estate and hospitality industries combined. If you also include the impact of design skills on other sectors, the figure reaches 14%.

The great value of the design industry lies in what it creates for clients in other sectors and for society at large. 'Much of the growth we see, the new innovations, the technological developments, the more accessible communications and the societal improvements in our environment - they often have one thing in common. Design plays a crucial role in these developments," says Daniel Byström, author of the industry report and founder of Design Nation.

The image of Sweden and what design can achieve

The vision of the government's strategy is that by 2033 Sweden will have strengthened its position as a leading country for the cultural and creative industries. The industries are growing well and contributing to the Swedish economy and a dynamic business community throughout the country, increased exports and a positive image of Sweden abroad.

In the strategy, the Government highlights design as a key area within the national objective of Sustainable living environments throughout the country. The goal includes contributing to a sustainable, equal and less segregated society with carefully designed living environments where everyone is given good opportunities to influence the development of the shared environment. Furthermore, the strategy conveys that design is involved in influencing how buildings, facilities, goods, services and systems are designed.

Strategic design processes are an important tool for improving everything from the public sector's ability to deliver services to the competitiveness of businesses and even to reducing the climate impact of products. There is also a significant focus on the power and innovative capacity of design in the context of the green transition driven by the EU and the New European Bauhaus initiative. Add to this the studies conducted that demonstrate the business benefits of design. These can include increased competitiveness, development of new products or services, increased profitability or turnover.

The overall picture of design, and what design can contribute, is very positive. Both in terms of its business benefits and for the sustainable development of society. Despite this, understanding of design is generally low. The inclusion of design expertise should be greater than it is today in many more areas of development," says Terese Alstin, head of strategic development of the design industry at Form/Design Center.

Increasing knowledge of the design industry in Sweden

The study Design as a development force from 2022, commissioned by the Ministry of Culture, conveys that large parts of the business community and the public sector currently have a view of design that focuses on end products rather than on design as a tool or process. The overall conclusion is that more knowledge is needed about the design field, the range of design companies and competencies. The design field needs to become clearer.

Against this backdrop, the aim of the sector report is to lead to a better understanding of the Swedish design industry, and to highlight and emphasize its role within the cultural and creative industries. The report aims to investigate and provide statistics on the Swedish design industry, as well as highlight and provide a picture of existing design directions.

Published by
Form/Design Center
Writer
Daniel Byström, Founder Design Nation
Contact
Terese Alstin, Head of Strategic Development of the Design Industry - Form/Design Center
040-664 51 59
terese@formdesigncenter.com