Australians interact with the work of designers every day, from the homes they live in to the products they use. However, the design profession is largely invisible in official statistics. The Australian economy receives an estimated $67.5 billion from design each year, but there is no accurate count of designers.
The lack of data on designers has made it difficult to argue for the value of the profession. This year, the 2026 Census will include design as a dedicated occupational group, providing an opportunity to capture the true size of Australia’s design workforce.
Counting Designers
The Design Institute of Australia has launched the Write DESIGNER campaign to encourage designers to identify themselves in the census. The campaign includes a 60-second film featuring spoken word by N’fa Jones and a score by Jonah Gabriel. The film showcases the work of prominent designers, including Marc Newson and Romance Was Born.
The Write DESIGNER campaign is not just a promotional effort, but a collective act of advocacy for Australia’s design profession, according to Simone LeAmon, CEO of the Design Institute of Australia. They aim to raise awareness of the importance of design and the need for accurate data on the profession.
The Importance of Visibility
Visibility is essential for valuing and supporting the design profession. Without accurate data, it is difficult to fund, teach, or advocate for designers. They need accurate data to create a clearer picture of the design workforce in Australia.
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On Census Night, designers are encouraged to write their actual design profession, such as Interior Designer or Graphic Designer, rather than a generic term like “manager.” This will help to create a more accurate count of designers in Australia.
The campaign is live now, with practical guidance and a full list of recognized design occupations available at design.org.au/write-designer. By participating in the campaign, designers can help to raise awareness of the importance of their profession and create a more accurate picture of the design workforce in Australia.
In the context of the broader economy, the design profession plays a significant role in shaping the way we live and work. As the Australian economy continues to evolve, it is essential to have an accurate understanding of the design workforce and its contributions.
Supporting the Design Profession
The Write DESIGNER campaign has received support from various organizations and individuals in the design community. The campaign’s message is simple: by being counted, designers can help to create a better world for themselves and for others. Simone LeAmon notes that better designers make a better world.
The 2026 Census provides a unique opportunity for designers to be counted and to raise awareness of the importance of their profession. By participating in the campaign, designers can help to create a more accurate picture of the design workforce in Australia and to promote the value of design in the broader economy, which includes fresh ideas for everyday life.
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