The Designer’s Responsibility: Protect Culture at All Costs
Money talks, but should it speak louder than our moral responsibility as creatives? The discourse surrounding Bobba’s bubble tea pitch on Dragon’s Den reminds us how easily the pursuit of profit can overshadow the importance of cultural integrity. While Shang-Chi actor Simu Liu’s criticism of Bobba’s founders was rooted in valid concerns about cultural appropriation, it points to a deeper issue within our industry: the failure of design to ask critical, culturally informed questions early enough in the process. Distilled down, this wasn’t accidental; it was a systemic failure of empathy, where profit-driven motives bulldozed any cultural consideration from the start. Careless cultural erasure cannot be the price of innovation.
As a creative of African descent, I’ve seen this pattern before. Folks get together in a room – define their Sally and Tom target demographic – damn the rest. The choice to answer the nuanced questions gets skipped simply because it stifles creative ideation or disrupts the comfort of the core audience. Put a finger down if you’ve heard this one, “It’s not that serious!” or “We’ll sort that out later – now is not the time.” We get it; time is money in advertising, and while the ideal would be to consult cultural experts or engage with every community represented, this isn’t always feasible. Does that make the process flawed? Absolutely. And what do the consequences of that look like? Business choosing convenience over care - and it backfires.
This issue reflects what happens when creatives fail to practice what Dr. Elizabeth Dori Tunstall calls 'Respectful Design': understanding, honouring, and upholding the cultural integrity of the products we shape. As creatives – and, more specifically, designers –, we are in the unique position to ask critical questions as we build narratives, deciding which stories get told, who they are for, and who gets to tell them. That’s part of the process of innovating in spaces where culture and commerce constantly intersect. Respectful design is not just an abstract concept; it’s a practice that calls for intentionality and empathy allowing disruption, when done well, to be a pathway to greater cultural appreciation, not exploitation.
For example, how Tequila Patrón elevates tequila’s Mexican roots proves this. This is a case where a brand revolutionised the perception of tequila, while emphasising craftsmanship and the history of tequila production in Mexico. From the outside looking in, their collaborations with artists to create intricate packaging design showcases a respect for the traditional techniques that have been passed down through generations, and ensures that the craft and culture behind tequila production remain central to its brand. They also actively educate consumers about the cultural and historical significance of the spirit, particularly with their limited-edition PATRÓN Mexican Heritage Tins.
In the same vein, Bud Light’s Pronoun Can design marks a step in the right direction. The branding effort served as a well-intentioned attempt to embrace inclusivity. Unfortunately, the designers behind that effort developed it in a microcosm, failing to consider the broader cultural divisions in our society. As a result, the campaign and visual system unfortunately failed to anticipate and overcome conservative America’s backlash, leading to boycotts and a significant 10.5% dip in sales. Even the most thoughtfully designed products and campaigns are subject to the interpretation and biases of the consumer community. Cultural division and discord can obliterate well-intentioned design. It’s primarily on designers to approach all ideation with the mantra “do no harm.”
Creatives, and especially designers, we have not taken seriously enough our role as protectors of cultural stories. It’s easy to focus on innovation or aesthetics, but our responsibility is deeper. We must ensure that the narratives tied to culturally significant products are handled with care, especially in a consumer culture that rewards profit over respect. We ultimately shape how products and stories are perceived in society. Too often, cultural artifacts get reduced to trends, stripped of their history, and repackaged for profit. Our role is not just to design for appeal; it’s to design for cultural respect - to ensure that our work honours the origins of the ideas we draw from. It’s incumbent upon us to ask the difficult questions, even when the market tells us to move fast and disrupt.
We have the power to design a world where cultures are celebrated rather than exploited. Let’s commit to practicing respectful design, ensuring our creative choices reflect integrity as much as they do innovation.
