The equitable product system adapts the product innovation process to be more consumer focused and creates an equitable mindset and supportive structures inside the organisation.

Because of the team’s bias towards their own values, experiences, and needs many consumers and their needs are not represented or heard. The inclusion of these needs would create a new market opportunity for brands and better products for the included consumers.

The system supports equity through the inclusion of a variety of voices into the process and by forcing the companies to think systematically of their product impact.