No / Lecturers Fiona Meddings and Jan Porter of the division of midwifery and women’s health at the School of Health Studies at the University of Bradford detail the difficulties faced by UK Pakistani women in making informed choices on breastfeeding.

This thesis is investigating in how current buying and purchasing decisions within retail interior are made and how they possibly could be changed or affected with sensory engagement, to promote social sustainability by promoting individual knowledge and sense making in B2B (business to business) context.  The background for this thesis sprung from many sources but is mainly based on the last couple of decades’ societal changes in both digital developments, contributing to more separated consumer behaviour but also in the economical shift from a production area to a consumption age. Which both have fostered a, social and common confidence in the visual sense.  Purchasers are today in 2017, are despite last year’s recent sustainability focus within, b2b, still controlled by business factors such as generating profit and increase market share. For this reason and due to a supportive technical development urging on screen information, much of previous instinctive material and production knowledge have gone missing since the faith in the mere visual still dominate the human perception and information intake.  Business reliance on economical components has proven to not support the individual knowledge generation nor engage with entailing learning. In a series of interviews and LAB experiments this thesis explored the concept of lost material knowledge and developed a conceptual design tool for conversation and learning. Reaching out to rookies as well as advanced constructors of retail interior creating a bridge of tactile experiences to discuss and explore in B2B.  By creating a common tool, effacing the focus on the visual, this thesis argues for the importance of bringing back the information and richness of tactile engagement in order to support and foster the individual learning process and break the chain of lost knowledge.  A hypothesis that this essay is arguing for is that a reintroduction of importance at the individual level can make employees, within B2B, feel more involved and important in its development. In the long run, a continuation and development of this type of methods could change and question existing business strategies and promote the possibilities for social soft values to enter the B2B world.