What is an ethical design agency?

Advocate is an ethical design agency and always has been. I’m not greenwashing, virtue signalling or jumping on the ‘purpose’ bandwagon. I’ve been an environmental campaigner, activist and ethical designer since 1996.

Advocate is an ethical design agency because it meets four criteria:

1. I only work with ethical organisations.
2. I’m personally committed to addressing environmental issues.
3. I charge a fair rate.
4. I operate my business in an ethical and environmentally conscious way.

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 own 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 is where I think B Corp certification falls short – particularly for service businesses. It focuses more on how a business is run, and less on the impact of its work – simply requiring businesses to avoid working with the worst industries. I see this approach as one of ‘doing less harm’ – whereas my commitment to work only with ethical organisations means my business is a genuine force for good. And has been before B Corp existed.

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 striving for a greener, fairer and better world.

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.

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.

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.

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.