The design sector “could do better” when it comes to inclusion – from the way we think about design to the diversity of the people we work with.
Progressive clients are now demanding that actions speak louder than words. Tenders now ask design agencies for tangible evidence of social value. There’s no escaping the fact that the design industry needs to take positive action.
To help shape the industry’s inclusion agenda, the Design Business Association has recently established its first diversity, equity and inclusion council. It’s been my privilege to be invited to join it. It’s got me thinking. As an agency we’ve always been champions for accessibility, but what do we need to do to genuinely be equality, diversity, inclusion, and equity (EDIE) champions, too?
Diversity is reality
Our clients tend to be charities and the public sector, and generally speaking, they serve diverse communities with very different needs, perspectives, and backgrounds. To effectively communicate and connect with those clients’ audiences, we need to reflect this diversity within our team.
We’ve made a start by building partnerships with other agencies to broaden our skills pool, and bring in a greater variety of lived experiences. We’re also using inclusive research and co-design techniques to further expand our knowledge and understanding.
These are small steps, but our journey has to start somewhere.
Unlocking creativity and innovation
More diverse design teams create work that makes a bigger impact, as they can design more inclusive experiences that reach broader audiences and better serve users.
And diversity brings together a rich tapestry of lived experiences, perspectives and insights. It inspires creativity and outside-the-box thinking, resulting in innovative solutions and fresh ideas that genuinely resonate.
Building trust and credibility
Many of our clients often work with marginalised and vulnerable communities. By championing EDIE, our agency demonstrates our commitment to social responsibility. This commitment builds trust and credibility, invaluable when working on projects that impact people’s lives and wellbeing. Clients feel confident in our ability to understand, respect, and represent their target audiences. This is enhanced through partnership working. For example, Filigree, our place and community partner, specialises in community engagement and we have worked with them on several projects working directly with community groups. I was a trustee at Local Trust, and chair of its programme delivery committee, which brought me closer to community groups making a difference in parts of England that had missed out on National Lottery funding and had the chance to make a difference for themselves.
Enhancing reputation and attracting talent
When we started Brand Ethos, we were one of the first agencies to focus exclusively on clients that do good in the world, not just charities and the public sector. We called ourselves Brand Ethos because good brands start with what their people believe in, and their shared culture and spirit.
Ten years later a lot of agencies are now saying similar things. Many are working hard to get their B-Corp registration. No wonder. Small agencies that embrace EDIE tend to have a positive reputation among clients, leading to increased referrals and partnerships.
And when you create an inclusive and equitable workplace, you become an attractive prospect for diverse talent and new partnerships. A diverse team is not only a more innovative team, it is also better equipped to tackle the unique challenges presented by clients every day.
Adapting to changing demographics
Demographics are constantly evolving, and many clients adapt to these changes. Embracing EDIE enables us to remain agile and capable of effectively addressing the shifting needs of diverse audiences. We can do more and we are.
Mitigating risks and legal compliance
There is a hard business advantage, too. EDIE also plays a crucial role in risk mitigation. Ensuring equal treatment, preventing discrimination, and providing an inclusive work environment help an agency like ours avoid legal complications and potential liabilities.
Leading by example
Finally, we can set an example for others in the design industry. By championing EDIE, we can inspire positive change and contribute to a more inclusive and equitable creative landscape. Writing and sharing this blog is our way in making a start.
In conclusion
Equality, diversity, inclusion, and equity are not buzzwords or woke jargon. They are fundamental principles that drive the success of smaller brand and design agencies like ours.
By embracing EDIE, we can create design that is more impactful, more meaningful, and more sustainable. At the same time fostering a workplace culture that attracts exceptional talent and builds lasting client relationships. It’s on us to keep on keeping on. This is a journey not a destination.
If I have a message for other agencies, it is this. EDIE isn’t just a moral imperative, it’s a strategic advantage that can drive your agency’s growth and influence.
It leads to better design. It makes the world a better place. It’s the proverbial no-brainer.
What do you think? Get in touch. Use the buttons in the footer.
