An ethical design agency
Advocate is an ethical design agency because it meets four criteria:
- I only work with ethical organisations.
- I’m personally committed to addressing environmental issues.
- I charge a fair rate.
- I operate my business in an ethical and environmentally conscious way.
Working only with ethical clients
I believe an ‘ethical design agency’ is a design agency that specialises in working for ethical organisations. It’s not how the design business is run that defines it as ethical, but who it works for. This is because an agency’s work can have a social and environmental impact thousands or even millions of times greater than the footprint of its operations.
Creative agencies inherently have a modest environmental footprint – on a simple level, requiring little more than computers and internet access. However, the impact of their work can be massive. For example, an agency that helps grow an oil company, or conversely, a renewable energy company, as I have done, creates a huge net difference, far outweighing the impact of running the agency.
This goes beyond B Corp certification, which focusses more on how the business is run and less on the impact of its work for clients – simply requiring businesses to avoid six specific industries. A design business on its own, without clients, cannot be a force for good. It can only be a force for good, if it works for clients that are a force for good. And this is a much higher bar than simply avoiding the ’worst‘ six industries.
Since graduating in 1996, I’ve dedicated my career to helping ethical organisations, working as a graphic designer at the Centre for Alternative Technology, the Wildfowl & Wetlands Trust, Gaia Books and a design agency for high-profile arts organisations. In 2003, I launched Advocate as one of the first ethical design agencies. Specialising in helping non-profits, social enterprises, public sector organisations, ethical businesses and campaigners working towards a greener, fairer, and better world.
Personal commitment
For around 20 years, I was an environmental campaigner and activist. Campaigning and taking peaceful direct action on the most pressing environmental issues.
This unique combination of design expertise and activism is an unparalleled level of dedication to creating a better world.
A fair rate
To help non-profits and good causes access effective design, my rate is based on the Joseph Rowntree Foundation’s Minimum Income Standard. And without the overheads of a typical agency – such as salespeople, account handlers, or a fancy office – my rate remains low. I’ve also chosen not to become a B Corp, which would increase my costs by over a third. This means your budget buys more of my time, ensuring the best possible outcomes. My design rate.
Operating ethically
My business, like all organisations, has an environmental impact, and I am taking measures to reduce this:
Energy
The electricity I use comes from 100% renewable sources.
Website
My website is hosted on servers powered by renewable energy. I have designed the site to minimise its carbon footprint. For example, this page is in the top 1% of web pages tested on the Website Carbon Calculator.
Cloud hosting
A significant percentage of global greenhouse gas emissions comes from servers running cloud storage. Unlike many businesses, I don’t store files on the cloud, entirely avoiding this problem.
Office equipment
My computers and phones last me a long time. I only buy new equipment when absolutely necessary.
Recycling
I recycle old computers, ink cartridges, glass, plastic, metal, paper and card.
Travel
I use the phone, email, and video calls to reduce the need for travel. When I do need to travel, I try to use public transport. Conveniently, I’m based just five minutes’ walk from a mainline train station with direct access to London.
Commuting
I work from my home office, so there is no commute.