During the last decades design has been expanded as a discipline and conquered new territories. This expansion has been the cause and also the consequence of an evolution in the way design is understood and used. Multiple reasons support this transformation, the emergence of new challenges of global scale in areas like sustainability, healthcare, and urban life amongst them. These global challenges require all disciplines embrace collaborative approaches. Design hasn’t been alien to this process; on the contrary very interesting perspectives have emerged. The purpose of this paper supported by recent research carried out in the UK is to open a space for discussion about the definitions of design found in academia in areas like sustainability in comparison with the definitions businesses give to design today. We believe having this discussion is very important for the future of design and designing in industry and beyond.