101 Things Designers Can Do to Save The Earth

We almost forgot: You’re a talented graphic designer, copywriter, web developer, strategist or some other sort of marketing communicator. Well, why not put your talents to work on behalf of some organization trying to make the world a better place. There are plenty of them, and not nearly enough of generous, talented people like you.

If you find your office mail box stuffed with computer catalogs and who-knows-what-else that goes straight in the recycling bin, nip that paper waste in the bud by getting off the mailing list. It may take some diligence if you work directly with the sender, but there are national opt-out lists run through the Direct Marketing Association that can eliminate a lot of the unwanted mailings.

There are still a few holdouts who say shooting on film gives a look that digital media can’t duplicate. Undoubtedly so. But the toxic chemicals involved in making and processing photographic film are among some of the most hazardous around. For those of you involved in video projects, there are excellent digital techniques that can closely approximate the look of film.

There are more and more great resources popping up to help designers run their studios–and create client projects–from a greener perspective. One worth watching is a blog written by Jess Sand from San Francisco called The Sustainable Studio. It’s part of Business Design Online, which has all kinds of other helpful tidbits on starting and running a creative business.

No, not the kind where they grow plants–the kind that uses materials and energy wisely.  While the Build Green movement is getting press left and right, you can cut to the chase and buy a pre-manufactured home that incorporates almost every conceivable energy- and material-saving idea. The Glidehouse is designed and built in northern California by Michelle Kaufmann Designs in Oakland–and they say the pricing is comparable or less than conventional energy hog homes. The added bonus:  They’re beautiful.

Well, it’s not for your car. It’s for you. And the planet. But when you go to DriveNeutral you can calculate precisely how much CO2 your specific vehicle is spewing into the atmosphere and then–depending on your guilt level–buy a carbon offset for as little as $28. What does that mean? Your $28 goes to buy emission reduction credits on the Chicago Climate Exchange–which, in turn, gives financial incentives to large companies to reduce their emissions. As for carbon emissions from cars, here’s a little sample: A BMW X5 SUV with a 4.8 liter engine produces nearly 13,000 pounds of CO2 annually, while a VW Jetta TDI burning biodiesel contributes 1,500 pounds to the environment.

You can’t spend your entire day purchasing recycled paper and non-VOC carpeting. Occassionally you have to eat, drink, and be merry. But even then your crusade for a sustainable planet can go on by patronizing establishments that have committed to doing the right thing. An excellent example: Go have a great dinner at Moxie in Seattle’s lower Queen Anne neighborhood. They’re joining forces with Cedar Grove Composting and Green Scene Organics Recycling Program so kitchen waste is recycled, rather than added to the garbage stream.

Instead of heading across town for a meeting that wastes time, gas, and probably doesn’t do a whole lot for your sense of calm (especially if it involves a trip over 520), why not stay at your office and put technology to work?  Your laptop probably has a built-in camera for video conferencing (all the new MacBooks and MacBook Pros do, as do a number of PC laptops), and the results are surprisingly good. What the heck.  At least give it a try.

This idea submitted by workshop attendee Kaytlyn Sanders of Beneficial Design in Bellevue–a place on the other side of 520 from SVC.

This may sound like a rather blatant plug, and it is.  InterfaceFLOR makes modular carpets for commercial and residential use that not only are manufactured with bio-based non-toxic materials that won’t off-gas poisons into your office, but they’re also recyclable, so used carpet never winds up in a landfill. It’s hard to believe a web site about carpet could be interesting , but check out the Interface site and be pleasantly surprised.

Seattle is one of the hundreds of cities that’s endorsed the pollution reducing targets of the Kyoto Protocol (unlike the U.S. federal government). If you run a business in Seattle, you can take another step towards taking action to reduce greenhouse gas emissions by joining the Seattle Climate Partnership and agreeing to a number of voluntary measures. Starbucks, REI and the U.W. are already in. How about your company?

If you’d like to be networked with like-minded companies (some of whom will be looking for design, web, and ad services) join the WCTA. In addition to the business development angle, WCTA is also an advocate for more sustainable business practices.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

Before you close up shop tonight, do a walk-through and see how many computers are left running. Think of each computer as a 150-watt bulb left burning all night, and you can quickly get a picture of how much energy you’re wasting.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

The latest version of Adobe Acrobat has some sophisticated tools for distributing layouts and proofs and collecting client comments. Learn about them. Use them. And let pdf files take the place of paper whenever possible.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

Start a “leave your car at home” drive at your office. Encourage and incentivize your employees to walk, ride their bikes, take mass transit, or use FlexCar. And, as the manager, it starts with you to set a good example.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

Consider giving your employees green incentives, instead of the usual SWAG.  Maybe they’d like some mass transit passes, some carbon offsets for their home, or a gift certificate at a place like Goods for the Planet.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

Offer financial incentives for clients who go green.  You could call your program “Green for Green.”

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

Don’t just brag about your own sustainability philosophy.  Give current and prospective clients some ideas they can use in their marketing communications practicies to be more earth-friendly (and, in turn, consumer-friendly).
This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

When possible, work with local printers, paper mills, binderies, CD duplicators and other support vendors. The less your projects have to travel by truck, train, and plane, the smaller their environmental footprint.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

If you design a piece that qualifies for FSC certification, use that label proudly on the project. For your own studio, consider putting the Design Can Change logo on your site and promotional materials, once you’ve signed that organization’s pledge.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

Set up a points system to reward clients for choosing greener solutions. The payback doesn’t need to be money or discounts–give them carbon offsets or green gifts for their company.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

If you’re dedicated to seeking greener solutions, write your philosophy down. Put it on your web site.  Include it in your capability pitches. Let clients and prospects know that you’re taking this seriously, even if it’s not the main focus of your firm.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30, 2007.

One for trash. One for recycling. How simple, but how smart.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30,2007.

Right now summer is just around the corner (or already feels like it’s here). So why not use the sun for office lighting, and the wind for air conditioning.  You might be surprised at how wonderful it feels to let the real world back into your hermetically sealed office box.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30,2007.

To convince clients that there is, indeed, an interest among their prospects and customers in doing business with companies that have a strong sustainability stance, commission some research–even if informal. Hearing from customers–rather than from you–can be the most convincing argument for getting on board the green train.

This suggestion made by attendees at SVC’s 101 Things Designers Can Do to Save the Earth workshop on May 30,2007.

We’ll be passing this tip straight on to the people who run The Seattle Show. But since there are creative competitions all over the place (maybe you sit on the board of one), why don’t we start putting smart, globe-friendly design on a pedestal.

Show the world (and your prospective clients) that you’re serious about designing more responsibly. Sign the pledge at Design Can Change and then proudly display the “Change” logo on your web site to acknowledge that you intend to:

1. Learn
2. Think
3. Act
4. Inform
5. Unite

The average two-person household unleashes about 20 tons of carbon dioxide and other greenhouse gases every year. So, while going green at the studio is what this site is all about, feel most free to practice sustainability at home. Here’s snappy little poster from the Seattle Times that shows exactly what you can do at home, and how much CO2 you’ll be saving with each good deed.

• Implement an office recycling policy.
• Remember, just because a product is recyclable, it does not mean its being recycled. Encourage your office to implement an effective recycling program.
• Paper and paperboard continue to make up 35-45% of material discarded in the waste stream. By implementing waste reduction and recycling efforts in your office, you can help divert paper, as well as plastics, glass, and other materials from landfills and waste incinerators.
• Recycle your laser printer and copier toner cartridges.
• Most toners from copiers, fax machines, and printers can now be recycled. Your supplier should be able to provide this service to you.
• Using recycled toners and selling them back to your suppliers are ways your office can save money.
• Contact your local energy utility for information on how to implement energy saving techniques within your office and office building. They will provide you with free information and technical assistance.
• Simple measures such as tuning off lights, copiers, and computers at night can save a lot of energy and money in your office.

This tip is from the excellent Minnesota Environmental Initiative’s Print Buyer’s Guide.

You can imagine what sort of toxins and heavy metals are sitting inside those no-longer-used computers, monitors, and printers cluttering up your storage closet. Total Reclaim is one of many services that will recycle your office electronics, giving you these assurances:  the residue of your stuff won’t be shipped overseas, reusable equipment is donated to non-profits, hazardous materials are properly handled, and nothing recyclable winds up in a landfill.

You and your clients need a web site, right?  But think about all the energy that goes into powering the servers that host your sites. No problem.  Portland’s ecoSky offers sustainable personal and business web hosting for the same prices as the electron guzzlers.

In case you’re in doubt about whether marketing sustainable products and services is gaining some momentum, Green Marketing Newsletter is a free bi-monthly enewsletter available from the publishers of Sustainable Industries that’s devoted solely to PR, design, advertising, and marketing professionals. Perhaps you should read it–or write a guest column for it.

If you run a small business in the City of Seattle, your electric utility will help underwrite the cost of switching to more energy efficient lighting fixtures.  They’ll kick in between $25 and $65 per fixture (more if your studio is in West Seattle), and you’ll lower your electric bill at the same time. Since office lighting typically accounts for 60% of your electric bill, that’s–dare we say it?–a pretty bright idea.

Your design firm and house have toilets in them, yes? How about carpets, windoes, floors, and stuff?  Well, all those things need to be cleaned from time to time, and there’s a planet-healthy alternative to all the chemical-laden cleaners you’d normally pick up at the grocery store. Consider, instead, Coastwide Labs Sustainable Earth Cleaners. They don’t contain phosphates, petroleum distillates, heavy metals, carcinogens, or other evil ingredients.

To keep up-t0-date on regional news involving sustainability, subscribe to Tidepool News Service, a free daily email summarizing environmental issues in the northwest.  This service is a project of the Sightline Institute, a Seattle-based non-profit research organization and think tank in support of sustainability.

Most large corporations–at least those with some sort of formal sustainability and social responsibility policy–publish an annual report that focuses just on their work in protecting the environment, improving the workplace, and treating suppliers fairly. Read their corporate social responsibility reports (here’s Starbucks CSR Report, for example). You can not only learn a thing or two you could apply to your own business, but you’ll also develop a list of prospective clients who you know will appreciate your skill and interest in sustainable design.

The first thing to do is reduce the amount of carbon-based energy your design practice uses by reducing your energy consumption by turning off lights, two-sided printing, using pdfs rather than printouts, and encouraging your staff to use mass transit–among other things. At some point though, you’ll still consumer carbon-based energy, which is bad for global warming and your guilt factor. For those energy leftovers, you can purchase carbon offsets. The money you spend, in turn, goes to support projects that reduce carbon dioxide emissions in some other part of the economy. Since most small businesses generate about 70 tons of carbon dioxide each year through their energy use, you can become carbon-neutral by purchasing a 70-ton offset for $385 from organizations such as carbonfund.org.  Yes, it’s a little difficult to get your brain wrapped around this idea, but trust us that you’ll be doing a good thing in the fight against global warming, and you can definitely market your carbon-neutral position to prospective clients.

Designer Paula Rees, of Seattle’s own Maestri Design, has cleverly reused found objects to add a delightful new twist to store graphics for PCC Natural Market in Fremont. Old jars, bottles, and pizza paddles return to a new life as provocative displays.

Steven Heller (has anyone written more books about design?) came out with a book in 2003 that hasn’t received much attention. Citizen Designer: Perspectives on Design Responsibility.  The book examines and critiques through essays and interviews three areas in which designers practice and in which responsibility to oneself and society is essential: Social Responsibility, Professional Responsibility, and Artistic Responsibility.  It’s not just about sustainable design.  It’s about not wasting your talent on endeavors that don’t enrich the planet or the soul.

If you’re truly going to walk the talk, you can’t commute in anything that gets less than 30 mpg. So, if you can’t or won’t walk, cycle, skate, or take the bus, at least get rid of your ride and get something that sips, rather than gulps. If you’re in Seattle, check out the Green Car Co.,your connection to electric, hybrid, biodiesel, and high-mpg cars.

Design Can Change is a non-commercial initiative founded by Eric Karjaluoto of smashLAB design in Vancouver, B.C. Its aim is to bring together the design community and make system-wide change based on how the work of graphic designers affects the planet. Here’s a free brochure on the work of Design Can Change that you are encouraged to download, and not encouraged to print out.

To start thinking about the total life cycle of piece of design (like, “what good or bad thing will happen to this package after it gets into a purchaser’s hands?”), read the authoritative book on the subject: Cradle to Cradle: Remaking the Way We Make Things by Braungart and McDonough. And don’t worry about the trees sacrificed to make this book. None were killed, as it’s printed on highly legible, bright white, waterproof, recyclable polymers.