Petra Ilonen's (b.1965) non-fiction book New Normal Design Finland brings a personal viewpoint on the social impact of design in Finland. The focus of Ilonen's interest lies in industrial development and systemic design, which aims to positively influence our environment. Sustainable development is the core theme of the book. 
 
Ilonen has interviewed 14 designers, whose episodes presenting their work are intertwined with her own narrative, in which she examines her living environment critically, seen through the lens of a designer.
 
One of the designers is the founder of Tngl Studio Mustafa Alshihani. He tells how the covid-19 pandemic inspired him to create his first bilingual Happy-Onni card game, and how it expanded into a family of card games promoting a more inclusive and positive communication in Finland. What first was an idea born out of necessity soon became a vibrant social design and leadership driven start-up. 
 
Ilonen's story touches on current topics such as the aging of the population, loneliness, current politics, social security reform, digitizing the caring society, virtuality entering to our reality, as well as the downsides of the social system like cultural appropriation, racism and discrimination, biodiversity loss and the problem of plastic and waste.