Some of the most interesting retail conversations start far away from retail.
For Raha Been, Senior Vice President of Research & Development and Commercialization for 3M’s Consumer Business, the journey began in molecular biology and cancer research. That background might seem worlds away from household brands like Scotch-Brite, Command, or Post-it Notes, but as Been explained during her conversation with Chris Walton at the Global DIY Summit in Amsterdam, the underlying goal has always been the same: solve meaningful problems that improve people’s lives.
That problem-solving mindset has guided Been’s career from healthcare research into consumer innovation, where she now helps lead product development for one of the world’s most recognizable brands. Along the way, she has gained a unique perspective on how innovation succeeds, why discipline matters as much as creativity, and how changing consumer expectations are forcing companies to rethink even their most established products.
Innovation With Accountability
One of the central themes of the conversation was how 3M is working to accelerate innovation under CEO Bill Brown while maintaining the rigor that has defined the company for more than a century.
According to Been, innovation cycles have changed dramatically. In the past, companies could focus on a handful of priorities over a five- or ten-year horizon. Today, market conditions shift much faster, requiring organizations to manage multiple initiatives simultaneously while remaining agile enough to adapt when circumstances change.
The challenge, however, is ensuring that speed doesn’t come at the expense of quality. Been explained that 3M relies on a structured stage-gate innovation process that guides projects from initial concepts through commercialization. The framework creates accountability while still leaving room for creativity, helping teams validate assumptions, reduce risk, and refine ideas as they move toward market launch.
The goal isn’t to eliminate failure. It’s to learn from it quickly and make better decisions along the way. As Been noted, accountability is ultimately about ownership. Teams are expected to solve problems, adapt when necessary, and continue moving forward rather than abandoning promising ideas at the first obstacle.
Knowing What To Build And What To Partner For
Another fascinating part of the discussion centered on how 3M evaluates innovation opportunities.
While many companies frame innovation as a choice between building internally or acquiring externally, Been described a third option that sits somewhere in the middle. Her team frequently pursues strategic partnerships that allow 3M to combine its own expertise with technologies or capabilities developed elsewhere.
The philosophy is straightforward. 3M knows where it has unique advantages, particularly in materials science, adhesives, and manufacturing technologies. But the company also recognizes that it doesn’t need to be the best at everything.
When another organization possesses a capability that complements 3M’s strengths, partnerships can often create better outcomes than trying to develop every solution independently. These collaborations still go through the same disciplined innovation process, but they allow the company to move faster while remaining focused on areas where it can create the most value.
It’s a practical reminder that innovation isn’t always about inventing something entirely new. Sometimes it’s about assembling the right combination of expertise to solve a problem more effectively.
Why Gen Z Is Changing Product Development
The most surprising part of the conversation came when the discussion shifted to consumer behavior.
Been argued that one of the biggest changes happening across retail is the transfer of purchasing power toward Millennials and Gen Z consumers. As younger generations become more influential, companies must rethink what drives purchase decisions.
Historically, products often won because of utility. Consumers wanted something reliable that performed a specific task. Functionality came first.
Today’s consumers still expect products to work, but they’re increasingly evaluating purchases through a broader lens that includes self-expression, aesthetics, experience, and lifestyle fit.
To illustrate the point, Been pointed to Scotch-Brite.
The iconic green-and-yellow sponge remains one of the most recognizable cleaning products in the world. Many consumers purchase it almost automatically because they trust the brand and know exactly what to expect.
But younger consumers often approach household products differently. They want products that reflect their personalities and feel intentional within their homes. As a result, newer Scotch-Brite offerings incorporate brighter colors, updated designs, and more contemporary aesthetics that people feel comfortable displaying rather than hiding under a sink.
The product still performs the same essential job. What’s changed is the role that personal expression plays in the purchasing decision.
It’s a subtle shift, but one that highlights how innovation increasingly requires understanding culture and consumer behavior alongside technology and engineering.
Innovation Is Still About Solving Problems
Perhaps the biggest takeaway from Been’s interview is that despite all the discussion around AI, market disruption, and changing consumer expectations, the fundamentals of innovation haven’t really changed.
Whether developing wound-care products, building advanced materials, or redesigning a kitchen sponge, success still comes down to understanding problems and creating solutions that improve people’s lives.
The tools, processes, and technologies may evolve, but the companies that thrive will be the ones capable of balancing creativity with discipline, speed with accountability, and technical expertise with a deep understanding of the people they serve.
For 3M, that’s a formula that has worked for more than 120 years. And if Been’s perspective is any indication, it’s a formula the company believes will continue to guide its next generation of innovation as well.
To catch more conversations from the Global DIY-Summit 2026 in Amsterdam, follow Omni Talk Retail on LinkedIn or listen wherever you get your podcasts.
Thank you to Vusion for supporting Omni Talk Retail’s live coverage from the Global DIY-Summit 2026, and thank you to our listeners for joining us during the event.
Be careful out there,
Chris Walton and the Omni Talk Team
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Omni Talk® is the retail blog for retailers, written by retailers. Chris Walton founded Omni Talk® in 2017 and have quickly turned it into one of the fastest growing blogs in retail.