This isn’t going to be a how-to guide on diversity efforts. It’s more of a reflection on what you can do as a business (or a person).
On the two panels I participated in at Re:co, I tried to emphasize recognizing your own power and your business’ power. Harnessing that power and making it work for good is likely a better approach to drastically changing up your business.
Let me explain. You’re in charge of marketing and content for your company. You hire models or put together ads. If you want to be more cognizant of diversity, your first step would be taking a look at the models you hire. You don’t need to be a top-level executive to make this change.
Forty-three percent of the US millennial generation is racially non-white. And 75% of black millennials “say they’re more likely to consider a brand that positively reflects black culture.”
All of this is not to say that you should insert a black person into your next ad. Instead, take a look at where you can make a change. If your three cafe employees are all white men, it doesn’t make sense to have a racially diverse barista photo set. In fact, this misrepresentation would certainly backfire. Also, if that is the case for your cafe, you have a hiring issue.
Race is also not the only diversity indicator. And adding a single person for their color is certainly the wrong approach, too. Reflect on this.
I also talk about voice & personality and community. Click below to continue reading.