In November last year, I was fortunate to take a seven-day tour of Seoul as part of my Fuller Fellowship research. Armed with a carefully crafted itinerary designed for maximum visual inspiration, I attended the Seoul Design Festival, Design Korea, and the Unlimited Edition Seoul Art Book Fair. I also had the opportunity to visit the design studios of Everyday Practice, Ordinary People, and Studio Double D, where I interviewed fellow creatives about their design approaches.

Join me on a design-inspired journey around Seoul, where I’ll share five must-visit districts and hot tips for the design-conscious traveller.

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I promptly stumbled upon the topic of Green Software Engineering (GSE) ⁠— an emerging discipline that combines climate science with software and hardware best practices.

After some general research, I wanted to learn more, and understand how best to implement the GSE practices at Fuller ⁠— both for ourselves as an agency For Good ⁠— and for our clients.

I reached out to Asim Hussain, Green Cloud Advocacy Lead at Microsoft, who was kind enough to take some time out of his schedule to point me in the right direction – namely the Green Software Foundation (GSF), and the Principles of Green Software Development.

From Asim, I learnt more about the problem that GSE is aiming to solve, the leaders in the space, and how we ⁠— as developers and agencies ⁠— can leverage GSE in our day-to-day work for the good of our planet.

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But how can we achieve this in a way that moves beyond simply ‘ticking the diversity box’ for a campaign?

Despite our good intentions, it takes more than just simply featuring a range of people from different cultural backgrounds or someone with a visible disability in your ads. These days, consumers will sniff out tokenism from a mile away — which can not only lead to reputational damage, but send us backwards in building a more peaceful, and cohesive society.

To give both our team at Fuller, and the broader industry, the skills and confidence to apply a diversity and inclusion lens to the work we do in an authentic and meaningful way, I developed a practical guide for how marketing and communications can be used as a tool for social change, as part of the Fuller Fellowship initiative.

The Fuller Fellowship was established in 2020 by Fuller’s Managing Director and founder, Peter Fuller, and is a 12-month program for a staff member to undertake a travel and research study in an area of professional interest.

My Fuller Fellowship journey has involved undertaking research, some revealing interviews with individuals from a diverse range of backgrounds, and a personal journey of reflection as I’ve delved into the exciting, yet sometimes misunderstood topic of inclusive marketing.

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