How marketing leaders can be catalysts for diversity, equity and inclusion
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How marketing leaders can be catalysts for diversity, equity and inclusionMarch 2021
Last year, many brands were quick to announce the importance of diversity in marketing and a commitment to action. This year, consumers are holding those brands accountable by shifting their dollars to support brands with diversity and inclusion at their core.
MediaCom Canada research found that 93% of racialized Canadians fully support brands that stand behind the Black Lives Matter movement, and that one-third are ready to change their purchase behaviour to brands that support the movement.1
We spoke to three Canadian marketing leaders: Nadine Spencer, president of the Black Business and Professional Association (BBPA) and CEO of BrandEQ Group Inc., Kevin Johnson, CEO of MediaCom Canada, and Alyssa Whited, Head of YouTube Canada Marketing, about what real action looks like. They shared ways leaders can open the door to authentic, diverse campaigns that drive results and prioritize diversity, equity and inclusion.
Nadine Spencer: I think people need to see themselves in marketing and ad campaigns.
Kevin Johnson: Let's start looking inside...
...inside to our people, inside to our practices and our process
and move out into the conversations that we're having with consumers and customers.
Alyssa Whited: I think first it's really about getting the biggest mirror possible
and taking a very, very hard look into that mirror
and recognizing your brand's goal in the conversation.
[Title Card] How Marketing Leaders can be a Catalyst for Diversity, Equity and Inclusion
[Title Card] We spoke to three marketing leaders about what real action looks like, and how marketers can create authentic, diverse campaigns that drive results today
I encourage brands to take a step back, look in the mirror and say
"You know, I do want to be part of the conversation,
but is it more impactful to be immediate in that
and just be part of the bandwagon
or do I need to do the work internally first and then address
how that conversation should best come to life?"
Kevin Johnson: More and more consumers in Canada are beginning to shift their behaviour
and really making it clear to all of us
that diversity and inclusivity matter to them.
We found that 93% of our racialized communities in Canada
- fully stand behind brands that support Black Lives Matter
and that additionally over 35% are ready
to change their purchase behaviour
based on those brands that support Black Lives Matter
and so what the data is trying to tell us is that brands need to begin
to start walking the talk about--
when it comes to diversity and inclusion.
Nadine Spencer: Brands that walk the talk are going to be the ones that are building sustainability
within their organization because of how they look at their work force
that diverse workforce.
Innovation is inclusion and inclusion in all aspects.
It's being intentional about who you are and who we are as a global community.
And so as businesses are building and growing you want to build
an audience that you are tapping into one on one
and they will not only come, but they will bring their friends
they'll bring their families, they'll tag you and all of those things
that you want to drive your business success.
The work that we do, you know marketing or telling people's stories
it has to be more authentic.
Truth is looking at each and every person as they are and loving them
and allowing them to love themselves
in their own skin, whatever that looks like.
Alyssa Whited: If you're making this conversation a habit daily--
again, regardless of whatever that looks like for you,
that's what I would encourage everyone to do
and then it just becomes an automatic inherent part of your thought process
in your day.
Kevin Johnson: At the end of all of this, we all need to be in the mindset of delivering change.
Driving change to what we in the marketing community
call our consumers, but actually at the end of the day are people
and so this is why the work is really important
and this is why we need to act now.
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