The article is wonderful and it has some examples of what good brands are doing, + 4 tips to follow.
TAKE ACTION: Designing for Life’s Changes
1. Share what you care about
How might design authentically express values to attract like-minded consumers?
2. Empower people to make it their own
How might we encourage consumers to participate by telling their own stories?
How might we speak to community to provide deeper meaning and connection in an increasingly commoditized world?
4. Be discriminating
How might we identify the key aspects of design that connect to the story’s focus?
Phenomenal reads. Highly recommend them.
Via FastCo Design.