To answer this question I started at the very beginning –

As a graphic designer, what am I being paid to do?

The first thought of many will be that our job is to simply help our clients convey their message to their target audience and make them look good in the process. And some of that is true. But I would argue that our main role is the same as any hired professional – to advise our clients and solve their problems.

The key word for me here is advise, since this is where the power of a graphic designer resides. The client is placing an immense amount of trust in us, so it is important to respect this and take responsibility. The results of our work will potentially affect the future success of the company and the livelihood of those working for it. Consequently, especially for branding solutions, as graphic designers, we should be developing creative strategies for our clients with longevity in mind.

Based on the role definition established in Point 01, despite the general consensus, it is clear that the role of a graphic designer is a potential position of influence. And with any kind of influence comes responsibility.

If it is our job to advise our clients to the best of our ability, if we do not advise them to make better eco choices, it could be detrimental to their company now and in the future due to public perception, recruitment, future contracts, or potential costly legislation changes. This will become more significant as companies are required to consider their Environmental Social Governance (ESG).

It’s not going to be easy. It will require telling clients things they do not wish to hear and may not act upon, but it is essential clients are informed. To avoid this would be negligent.

Leave telling people what they want to hear to the politicians  :  )

Fair point. So far I have commented from the perspective of an independent graphic designer with direct access to the client – which after 15+ years becomes a habit. Although a long time ago, I did briefly work at a design agency – so I can empathise with your frustration. However, in any good creative studio, there should be no such thing as a bad idea and, regardless of the hierarchy, everyone should be able to contribute.

As the junior designer, you are more likely to be one of the youngest, the advantage of which is that you are likely to be more aware. You will understand how your generation feels, after all, you will be more affected by the consequences of environmental decline than the senior creatives. Consequently, if your Creative Director would like the client to appear progressive, responsible, and future thinking – which is more likely than not – they would be daft not to listen to the youngest graphic designer in the room.

I would therefore advise you to make your suggestions heard. Even if they fall on deaf ears, it will be noticed that you employ great attention to detail, consideration, and passion in your work. If you are not allowed to comment, or your opinions belittled, you may have to consider whether this agency is worthy of time.

In an ideal world, one way in which graphic designers could make a change would be to refuse to work with unethical organsiations. But in reality, there is probably not a sufficient volume of ‘good’ companies to go around and we all need to pay the bills. At some point most designers, myself included, will have worked for a client they wanted to refuse, but could not afford to.

If you are not able to pick and choose who you work for, there may still be ways to address the balance. Perhaps working for one lucrative unethical client will enable you to take on two lower paid ethical projects?

Unfortunately, the best eco solutions are usually more expensive. Consequently, some organisations simply can not afford to proceed with the best solution. But perhaps there are other ways. For example, if they can not afford to use an eco print, vegetable ink route, perhaps it is possible to achieve the same objective digitally?

Unless you are working on short lived, trend based consumer products, as graphic designers we should be thinking of the long-term brand perception of the client in everything we create. This is even more important when developing new branding solutions.

Therefore, wherever possible, we need to prepare the way for the future. During the research stage, start to get a feeling for where their sector is going. What’s new? What’s been changing? And where might that lead?

This is not easy, but some preparation could be very beneficial to your client. For example, if they produce packaged products, it would be worth researching if new legislation is imminent on the materials that can be used. If this is the case, the client should already know, but the fact you are also aware and trying to prepare them for this transition will not go unnoticed.

Saving clients money is just as valuable as making them money.

In Point 06 I mentioned potential forced change, which can occur via legislation or due to market forces. This can be costly for the client and, understandably, they may not be ready to respond. But there may also be no better time to leap.

For example, if they are promoting a new product or conducting a rebrand, this could be the perfect time to double down while the spotlight is on them. Taking that leap could greatly enhance the exposure and brand perception leading to a greater ROI to potentially offset their investment, rather than potentially conducting the expensive system changes further down the line when the noise has subsided.

Additionally, acting now may provide a chance to be ahead of the curve, and lead by example. A bold brand strategy that could lead to competitors looking out of touch.

Just when you thought you had everything covered, there is always another thing to consider – supply chains. In this time of social media, trying to cover up anything is a dangerous game. Even if your client is squeaky clean, if their partners are not so ethical they will be quickly tarred with the same brush.

Therefore as their graphic designer, it is important to fully review their workflow process from start to finish. Which partners do they work with along the way? Could they collaborate with more eco conscious operators? How do the third parties operate? Who are their partners? 

Once again, you are likely to meet resistance or changing partners may not be legally or economically viable for the client. But at the very least, they should be aware of the potential ramifications of their alliances if exposed.