The relevance of the researched problem stems from ecological issues that are a reflection of the contemporary culture crisis covering the whole range of people's interactions with each other, with society and with nature. In many respects, an ecological crisis is an ideological crisis and global environmental problems are impossible to solve without development of ecological culture, without the joint efforts of experts in various fields of science, industry, art and education. This article aims to substantiate the special role of design in solving the challenges of sustainable development, in particular, in the development of consumer culture, as it is an integrated and interdisciplinary activity involved in the social, political, economic and technical processes. The leading methods of investigating this problem are the ones of cultural and historical analysis that allow to comprehensively trace trends in design taking into account adequate cultural context, ideology and system of social values. The article deals with the socio-cultural role and involvement of design in the process of consumption and control of consumers' minds in the context of environmental issues; substantiates the necessity to change the design determinants, values and worldview orientation of design that will affect the consumer culture in accordance with the objectives of sustainable development and will promote the development of society's ecological culture.