S9, E2: Expanding the Role of Design: From Buzzwords to Better Business with Cheryl Durst

In season 9, episode 2 of the Thrive In Design Podcast, host Nicole Lashae Hall welcomes Cheryl Durst, Executive Vice President and CEO of the International Interior Design Association (IIDA), for a powerful conversation about expanding the role of interior design beyond aesthetics and into measurable business and human impact. With more than 30 years in the industry, Cheryl shares her journey from educator and journalist to global design leader — and why she believes design is not passive, but a strategic driver for revenue, equity, belonging, and organizational change. Together, Nicole and Cheryl explore how designers must evolve their language to better communicate ROI, outcomes, and impact to the C-suite and stakeholders across the ecosystem. The conversation dives into the future of the profession — from IIDA’s Certified Design Futurist program and the difference between forecasting and foresight, to how manufacturers can leverage demographic shifts and cultural signals to design proactively. They also unpack insights from IIDA’s Industry Roundtable on generational intelligence and the power of multi-generational collaboration in shaping the built environment. Finally, Cheryl shares the mission behind IIDA’s Design Your World program — an initiative introducing underrepresented high school students to interior design as a viable and impactful career path — and why playing the long game is essential for building a more equitable future for the profession. If you’re a manufacturer, designer, or industry leader looking to align strategy, storytelling, and impact, this episode offers clarity and conviction on where design is headed — and how to lead it forward. Timestamps 00:00 – “Design is a driver”: Reframing the value of design 01:14 – Cheryl Durst’s journey from educator to CEO of IIDA 05:18 – Why design is more than aesthetics — it’s business strategy 09:10 – The language gap between designers and the C-suite 12:25 – Evidence-based design, metrics, and articulating ROI 15:19 – Interior design as art, science, and business 18:41 – Certified Design Futurist: What foresight really means 22:56 – Forecasting vs. foresight — what’s the difference? 24:24 – How manufacturers can apply strategic foresight 29:11 – IIDA Industry Roundtable: Generational intelligence insights 33:08 – Mentorship across generations 34:57 – Design Your World: Expanding access for Black and brown students 39:08 – How to connect with IIDA Key Quotes “It is not passive. It is a driver for your business goals. It is a driver for equity and belonging. It is a driver for revenue.” “Design is about what happens on the receiving end.” “Interior design is an art, a science, and a business.” “You can’t just let the future happen to you.” “Design isn’t about things. Design is about people.” Relevant Links To learn more about Cheryl Durst and her work shaping the future of design and the built environment, connect with her and International Interior Design Association (IIDA): Connect with Cheryl on LinkedIn: https://www.linkedin.com/in/cheryl-durst-hon-fiida-386335a/ Follow IIDA on LinkedIn: https://www.linkedin.com/company/iida/ Follow IIDA on Facebook: https://www.facebook.com/IIDAHQ/ Follow IIDA on Instagram: https://www.instagram.com/iida_hq/  Visit the IIDA website: http://www.iida.org You can also reach Cheryl directly at [email protected]. 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben