There’s a better way to be a digital agency - here’s how

Imagine if the digital industry did things differently to deliver purposeful and positive impact for us all.

Few of us would deny that we live in an age where people, organisations, and the planet are desperate for change. It sometimes feels like the digital industry is just colluding in more consumption, generating more carbon, fuelling more division and not learning from the lessons of previous technology cycles. But where will change come from and what will it look like?

In response to this challenge, we’ve launched a new agency called manifesto (with a deliberately humble lower-case “m” - human progress is not linear, positive intent and humility are essential, and we commit to applying this to all our work), and have published our own manifesto, underlining our commitment to making digital better.  

It is a new digital experience agency for changemakers – those who want to make that positive impact in the world. Whether it is enlightened clients, the passionate and committed agency talent that helps them reach their goals or the partners who support them, I believe we all have a role to play in creating a more equitable and sustainable world.

We can be better

Although manifesto is a new agency, we already have the experience, client base, and skills bench to back up our understanding that it is no longer good enough simply to do great work.

In our previous guises as Manifesto, Deeson and Nudge, we established a reputation as the digital experts in charity, culture, arts, membership and higher education. We have worked with nearly every major organisation in these spaces.

They need partners who understand that their audiences hold them to a higher standard.

As a trusted partner, being accountable and a critical friend is baked into our way of working, because ethical choice, inclusivity, and accessibility are huge issues for our clients and their customers.

Our life-centred design approach makes diversity, inclusivity and accessibility central concerns to the way we design and develop products and services, while an ethical approach puts informed choices about sustainability and delivering a low carbon footprint front and centre of our processes. We believe you can take huge leaps with multiple, small steps.

Important for all

With increased demand for services, fundraising challenges, fewer volunteers and funding cuts to charities and the arts, a new approach to digital is desperately needed for these sectors which have leaned into manifesto to build impactful supporter experiences.

Changemaker clients such as UNICEF UK, Breast Cancer Now, The Trussell Trust, The Royal Academy of Arts, The University of Edinburgh, Zoological Society London, and Historic Environment Scotland have already turned to manifesto to design digital products, for diverse audiences, that are inclusive and accessible to all.

The way we work and what we create is relevant to all brands right now. Commercial brands are also in need of sustainable, inclusive digital products and ethical tech - this is what their customers want.

Up to 33% of younger people are refusing to engage with businesses if their ESG (environmental, social and governance) commitments don’t align with their personal values. So if organisations want to attract new audiences, they have no choice but to engage on these issues.

In a time when public trust is being tested to its limits, ethical digital experiences are a critical way for organisations to signal their integrity, responsibility and commitment to social good.

Measurably better

As well as publishing our own manifesto to encourage debate on how digital can do better, we are introducing a new proprietary tool that will be the first to measure a digital product’s sustainability and inclusivity, as well as evaluating a brand’s digital experience across the board. We believe there are higher standards to set that will help meaningful change happen.

It will measure a brand’s performance across Impact, Purpose, Accessibility, Inclusivity, Usability, Security and Sustainability, generating an overall score and indicators on where things can be improved.

We hope that it will prove that you can have it all – impactful digital products that are safe, ethical, valuable, sustainable and inclusive.

We've always believed there is a better way to do digital. Our mission is to create safe, ethical and valuable digital experiences that work for everyone and do no harm. And to craft them in an authentically inclusive workplace that fosters connection, support and growth.

Our manifesto acts as a compass and a challenge. Its heart lies in setting the highest standards – not just for ourselves, but for everyone who shares our space, clients, collaborators and competitors.

It is here to be challenged and we invite that. It will need to adapt as the world around us continues to change and new opportunities and obstacles emerge.

We believe it sets us up to realise the full potential of digital as a force for good – but we can’t do it alone.

Imagine if we did all of this together?

Rebecca Hull is managing director of manifesto.

Photo by Steve Braiden