Understanding the long tail of sustainable brand design 

By Peter Matthews, founder and CEO of Nucleus, an international digital brand agency 

As the effects of climate change become more violent, design is stepping up to become a crucial tool in the transition from capitalism to eco-capitalism, argues Peter Matthews, founder and CEO of Nucleus, in this Expert View. He explains that design-for-human-survival is already becoming a new field for the design sector, and integral to brand appeal amid growing greenwashing concerns.