People don’t become designers to get rich or famous. No one I’ve met is chasing private jets or presidential titles. If there’s one undeniable truth I’ve learned after months of podcast interviews and visiting firms across the country, it’s this: Designers are driven by passion for purpose and people.
This truth came to life several weeks ago at Interior Design Magazine’s 30 Under 30 event in Denver. Hosted by Caroline Murphy and AJ Paron of Sandow, the event honored 30 young designers nominated by their firms for outstanding leadership and contributions to the industry. It wasn’t just a party, but a platform for networking, deep dialogue and reflections on mentorship, legacy and leadership.
In intimate group sessions, we explored the careers and impact these young designers hope to make. I was struck by how little emphasis the designers placed on awards or recognition, once a common goal in prior generations. Instead, they focused on their personal motivation and a deep desire to create meaningful change through design. It was a clarity I hadn’t found until later in my career.
Designers Are Driven by Purpose, Not Prestige
One designer shared her conviction about behavioral health. With quiet confidence, she explained how it’s deeply personal to craft environments where patients are treated with dignity and compassion, and where every design decision reflects empathy and understanding. Another shared her love for historic buildings and her commitment to adaptive reuse, and breathing new life into abandoned structures while reducing landfill waste. She saw beauty not just in form, but in the story of second chances.
A young man with multiple degrees and broad professional experience spoke about his mission to bridge the gap between architects and interior designers, aiming to create more unified, human-centered environments in both projects and studio culture. Another designer shared her desire to leave luxury hospitality behind to pursue K-12 education design. For her, impacting how generations of children learn and grow mattered more than five-star hotels ever could.
These weren’t just heartwarming stories. They were consistent themes and indicators of where the design profession is headed and why we must pay attention to the voices behind the work. The message is clear and consistent: Designers are driven by purpose, not prestige. These conversations helped me to understand that today’s emerging professionals are fueled by more than design trends or client demands. Their work is a vehicle for advocacy, identity and care. This sentiment aligns with national data. According to a 2024 Deloitte report, 89% of Millennials and 86% of Gen Z say a strong sense of purpose is vital to their job satisfaction and well-being. These young designers want careers that connect to their values and create tangible impact.
Intentional Leadership Is No Longer Optional
Today’s emerging designers are not just seeking meaningful projects, they want leaders who mirror their ideals. They’re asking powerful, necessary questions: Are we doing work that not only sells, but also truly matters? Do our leaders reflect the values we claim to uphold?
According to Deloitte’s 2024 Global Gen Z and Millennial Survey, 74% of Gen Z and 77% of Millennials believe that soft skills like emotional intelligence, empathy and mentorship will be essential to their growth in the year ahead. They expect values-driven leadership, and are preparing to lead that way themselves.
This shift in mindset is also challenging how we define success. For years, there has been a perception that great design requires personal sacrifice: long nights, burnout and hustle culture disguised as passion. But this generation is challenging that belief. They are proving that meaningful work and personal well-being can coexist. They believe that balance, empathy and purpose are not at odds with business success but are essential to it.
For intentional leaders, this is a call to action. We must meet the moment with the same clarity and care this generation brings. The conversations in Denver revealed a group eager to contribute, ready to grow and determined to live their values at work. It is our responsibility to create space for that to happen.
As I boarded my flight home from Denver with a full heart and a clear mind, I thought back to my early years in design — hopeful and eager. I remembered the mentors who believed in me and the projects that felt like more than just work. These 30 young voices brought all of that rushing back, now reframed through the lens of purpose.
I’m inspired by how this generation is reshaping the narrative, choosing passion over prestige and placing people at the center of their practice. It was never about status. It has always been about service and the privilege of shaping environments that truly make a difference. As we move forward, may we honor their conviction. Let’s offer the mentorship they seek, the balance they deserve, and the purpose that grounds us in what matters most: people. I’m curious to ask you: Is this what you’re seeing in the young people around you? What changes are you making — to your mindset, leadership or culture — to meet those needs? Click my byline on this story or message me on LinkedIn with your answer! I’d love to hear how you’re meeting this moment.
Editor’s Note: Maria VanDeman, NCIDQ, Ind. IIDA, is an interior designer, published children’s book author, Director of Design Strategy at OFS, host of the Imagine a Place Podcast, and advocate for equity in the workplace. Passionate about people and purposeful design, Maria is dedicated to creating meaningful impact through environments, storytelling and mentorship. Say hello and follow along on LinkedIn.