The consumer has long been held to be the primary source of value in Western, capitalist economies – but what are firms doing to recognize and affirm this value? In this presentation, Cait Lamberton will discuss the profound importance of designing experiences and systems that affirm the inherent value of people, that is, that acknowledge fundamental human dignity. She will also briefly introduce evidence that provides a business case for taking dignity into account, and share a few examples of ways that even simple, low cost, scalable changes to the way we do business can result in outcomes that matter.