Ethical design What makes Advocate an ethical agency

I’m not greenwashing, virtue-signalling or jumping on the B Corp bandwagon. This is what makes Advocate a genuine ethical design agency.

An agency isn’t defined as ethical by how it runs, but by 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. Yet the impact of their work can be massive. An agency that helps grow an oil company, or conversely a renewable energy company, as I have done, creates a net difference far outweighing its operational footprint. This concept is gaining traction. The Creative Integrity Playbook, launched at COP30, highlights how ‘serviced emissions’ – the emissions influenced by a creative agency’s work – can far exceed an agency’s own footprint. That’s why, in the face of today’s climate, environmental and social crises, the real test of an ethical agency isn’t how it operates, but who it chooses to work for.

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

Throughout my career I've worked exclusively with ethical clients. After graduating in 1996, I worked 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. Then in 2003, I launched Advocate as one of the first ethical design agencies, specialising in supporting charities, non-profits and businesses creating positive impact. Many of my clients work in climate, sustainability, cleantech, nature, social justice, peace, health, culture or education.

As the name Advocate signals, I champion my clients and I’m passionate about their success. That’s why I charge a fair rate, based on the Joseph Rowntree Foundation’s Minimum Income Standard and having low overheads – no salespeople, account handlers or fancy office. As a result, you get more of my time for your budget than higher-charging agencies can offer. More time means more considered, creative and effective work. See my fair rate.

I’ve worked with ethical organisations throughout my professional career – and for 20 years I was also an environmental activist, campaigning on issues such as climate change, deforestation, GM foods, incineration, fracking and air pollution in the UK, Germany and New Zealand.

• Clear, upfront pricing with no hidden fees, honest communication throughout projects, and prompt payment to subcontractors.
• When commissioning or recommending suppliers such as printers, web hosts, content management systems, web developers, photographers, illustrators or copywriters, I try to choose those who demonstrate ethical and environmental practices.
• The electricity I use comes from 100% renewable sources.
• My website is hosted on servers powered by renewable energy and is designed to minimise its carbon footprint. For example, this page is in the top 1% of web pages tested on the Website Carbon Calculator.
• This website scores highly on accessibility tests.
• My computers and phones last me a long time. I only buy new equipment when absolutely necessary.
• I recycle old computers, ink cartridges, glass, plastic, metal, paper and card.
• I use phone, email and video calls to reduce the need for travel. When I do travel, I use public transport where possible. Conveniently, I’m based just five minutes’ walk from a mainline train station with direct access to London.
• I work from my home office, so there is no commute.