Within design, Fashion is everything, Trends perpetuate the motion of creativity within society. A few years ago Helvetica swept the nation, With hundreds of companys seeking modernisation and rebranding, Helvetica became the new black and every reputable (read; ruthless multinational) company wore it with pride, persuing an image of simplicity and accessibility through the subliminality of branding.
Nowadays, it's a different matter, with 'state of the nation' television pushing the thought processes of the masses into exhausting concern regarding what we eat, where we eat it, and the ethics behind it's production. The realisation that we're mere parasites destroying a world that has kept us alive for longer than we can remember has become the new badge of virtue for companies (which for the most part are lacking in just that)
However, Due to this demand for ethical produce and sustainable resources, Numerous creative companies are springing up across the globe, noteable, 57 design in Brisbane, who have been at the forefront of the sustainable design movement, both in their dramatic thesis and the creation and publication of one of the most downloaded 'widgets' of all time 'the sustainable graphic design widget'
This widget informs the ethical minded designers (or those with the ability to sell pre-packaged morals to companies who have questionable ones already) of the causes and concerns of print and press methods used everyday, addressing issues with de-inking, pollution and chemical disposal and suggesting sustainable alternatives in bonding agents, dying pigments and materials.
But this is the issue, While there are ethical options out there, Some companies see portrayal of the image as more viable than an actual transition to a more ecologically sound option.
McDonalds, A company that has forever been in question regarding the ethics and morals expected from society in present day, combated the needs in past years, by launching an 'angus' line, and selling 'fresh fruit' and 'healthier choice' products, Giving the consumer the option to eat healthy, and more importantly, giving them the image of an ethically aware company.
This time round, They've done it again, Playing up to the image of sustainability, Without actually making the commitment, The new packaging line looks letterpressed, it looks like it has the texture of recycled materials, and it appears to be ethically sound and as morally savvy as the likes of Apples packaging and product lines.
Yet, it still uses the same materials, the same processes and the same medium as before, So this raises the question... Do we actually care? Is something appearing to be ethical enough for us to buy into.
Apparently so, On the whole, We won't make a difference, But we will purchase things that tell onlookers that we have, Portraying an image of ethics is whats important to us, And if we can pay a few pence extra for something that makes us appear to be wholesome and ethically sound, By god will we do it.
