Take note of this acronym: DEI. You are going to hear and read a lot about it in the coming months. What does DEI stand for? It’s 3 letters that include powerful values. DEI is how we renew and transform corporate cultures to be more diverse, equitable and inclusive in a fast-moving, changing world.
A great brand is unity in diversity. Diversity is a mix and inclusion makes the mix work.
Successful brands create value through diversity, equity and inclusion, values that have become a crucial and transformative reality in the workplace and in our society.
Many employers are embracing DEI and have made changes to their recruiting and hiring processes as well as internal culture.
A strategy that embraces DEI is vital to creating and maintaining a successful workplace; one based on the principle that all people can thrive personally and professionally.
Being inclusive in branding is not only socially and morally correct, it is also good for brand ROI. According to Kantar data, 65% of consumers consider it important that the companies they buy from actively promote diversity and inclusion in their own business or in society as a whole.
While consumers do not want brands to strive to be more inclusive for advertising purposes alone.
Many consumers change their perspective of a brand when it talks (and more importantly acts) openly about diversity.
They are no longer satisfied with a superficial treatment of these issues and demand that companies make greater efforts to live diversity, equity and inclusion.
The representation of these values is not only seen as reputationally positive, but also has a key impact on the purchasing decision.
In recent years we have witnessed new and old demands. Old and new causes. Old and new threats.
In the aftermath of the pandemic, that moment of forced pause that has changed the strategic focus for many companies and individuals has opened a window to a more connected consciousness and new, higher conversations than just talking about sales, products, services and margins.
This seems like an ideal time to align challenges, opportunities and unfinished business with new action.
It would be good for companies to promote diverse talent in board, executive, management and operational roles. Engage leaders at the center of the DEI effort, beyond the human resources function.
Promote equal opportunity through equity and transparency to meet diversity objectives in its medium- and long-term plans.
Build or consolidate a culture where all employees feel they can contribute. Leaders showing the way by communicating and embracing their commitment to diversity, creating a connection with people and supporting staff groups to foster a sense of community and belonging.
TOTEM Branding lives DEI from its purpose. DEI may not sound new, but it is its time, and that is what makes it relevant in these times of shifting paradigms where everything changes, but the essentials remain fundamental.
