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Many companies, agencies, and marketing departments in the US are investing in Diversity, Equity, and Inclusion (DEI) initiatives after witnessing a series of high-profile acts of racial injustice in 2020 and 2021.
They want their company culture to be more welcoming, and they want their teams to include diverse voices and perspectives.
That’s where marketing organizations get stuck. They are often at a loss when it comes to bringing about change; It’s too easy to fall into old habits.
DEI is not just a one-off training program or a line item in a budget; It is an endeavor that involves changing behaviors and practices that do not promote a safe and supportive environment.
Such efforts are also extremely beneficial for businesses. For one thing, DEI can improve the financial health of an organization. According to a 2019 McKinsey report, companies with leadership teams in the top quartile for ethnic diversity are 36% more likely to be more profitable.
It may feel like a daunting task to step back and evaluate what needs to work in your marketing agency or organization. The good news is that there are resources that can help you break down your goal into easier steps. A DEI expert can provide an outside perspective, identify pain points and push your team beyond their comfort level.
Think of DEI experts as fitness trainers. There is no one size fits all approach to fitness as everyone has different needs. Paying someone to help you formulate a plan and hold you accountable can help your initiative get from point A to point B.
But bringing in an outside voice isn’t the only way to pursue your DEI goals. Here are three more steps that can help you fully embrace your initiative and reap the benefits.
1. Learn from other companies
Your DEI journey may look different than other companies, but you can still let inspiration and learning guide you.
Consider the message published by Zoom CEO Eric S. Yuan. His willingness to tackle a sensitive issue and discuss future plans resonated with many people inside and outside the company. Yuan’s openness helped other business leaders find their voices and start discussions.
In other words, you are not alone in this initiative. You shouldn’t try to do it alone, although it’s tempting to put on a brave face and say, “We’re going to face this head-on.” It’s okay to admit that you need help or additional education. Why risk having to go back twice over and over again?
Look outside of your own team for ideas, answers, and advice to avoid unnecessary (and costly) oversights.
2. Create a mission statement
Look at these two statements: “I want to get fitter” versus “I want to lose 15 pounds in six months.” What seems more achievable?
The second is more specific and sets guidelines for the goal. This is the power to set a mission and the goals associated with it.
You need to set similar guidelines for your DEI initiative. What is your mission statement? Rather than being broad or vague, state what you want to achieve.
Need an example? Head over to see Salesforce’s equality data. The company’s goal is for underrepresented groups to make up 50% of its workforce by 2023. Currently, these groups make up 47.4%. You can see at a glance how far the company has come and how close it is to its goal.
Even if you don’t publicly post your own DEI initiatives, you need a mission statement that is shared by your team and make sure everyone knows what the goal is.
3. Keep asking questions
At the heart of DEI lies a big, awkward word: change. The only way to initiate change is to challenge the old ways. How you do that? Ask questions.
Suppose you always choose the same provider for an outsourced task. Why? Because you went to college and developed a relationship with the founder of this provider. Could you establish a relationship with another provider that could fulfill your DEI mission?
By asking more questions, you can break down unconscious biases and stop accepting things as they are.
Dive into your industry for your question. For example, most marketers are white women. You could accept that fact, or you could start digging deeper. Are underrepresented groups aware of the opportunities in the industry? Can you recruit more college students from different communities for internships? Is there a career fair for these communities that you could attend?
Your efforts in this area may start out slowly, but over time they can yield significant results.
Don’t be afraid to ask questions, challenge the status quo and seek unconventional solutions.
* * *
The biggest mistake you can make with DEI initiatives is to think of them as one-off goals. If you try to do everything at once, your initiative will fail.
Instead, get support, learn from others, create policies, and challenge the status quo. Not only will you reap the benefits of a more diverse, equitable and inclusive workplace, you will also help change the business world for the better.
More resources on DEI initiatives
Inclusion in Marketing: Grow Your Bottom Line While Doing Good | MarketingProfs webinar
The state of gender diversity in marketing roles [Infographic]
Brand value, marketing humor and team diversity: GE’s Dara Treseder on intelligent marketing [Podcast]
