How to Navigate DE&I in 2024: A Journey, Not A Destination

This is the third installment of a series exploring the impact and importance of DE&I efforts in marketing. The first and second articles can be found on “The Drum’ and here. 

As marketing teams increasingly recognize the importance of Diversity, Equity, and Inclusion (DE&I), the journey toward authenticity is both an internal and external endeavor. Like the broader DEI landscape, integrating these principles into marketing requires a strategic, long-term approach rather than hasty leaps that may lead to performative missteps.

Laying the groundwork & following through

In the wake of societal shifts, companies rushed to make grand promises post-George Floyd, only to waver as we got further away from the monumental moments in history. Many companies and brands lost customer trust and business after not following through with their initial commitments. Consumers quickly realized these promises were merely performative measures and not a true reflection of company values. 

Authentic, sustained DE&I efforts grow audiences and profits

The journey towards DEI is about sustained, deliberate actions that permeate every facet of an organization, internally and externally. The success of these measures depends upon companies going beyond mere pledges; it's about genuine, continuous efforts that reflect an understanding and commitment to its overall purpose. Attempting monumental leaps without laying the groundwork only perpetuates a facade of progress with a focus on increasing the audience and bottom line.

As to internal efforts, research from McKinsey & Company shows companies with more diverse, inclusive workforces see +35% greater financial returns than industry averages.

Ensure external success by first addressing internal risks

DE&I isn't a buzzword or checkbox; it is a commitment to providing fair opportunities and ownership regardless of differences. Before venturing into external campaigns, organizations must meticulously examine their internal landscape, ensuring team diversity mirrors the demographics they serve. How these marginalized groups are represented internally directly correlates to any campaign's success.  A failure to assess and address internal disparities risks rendering external DEI efforts futile.

Determine your DE&I “Compass” and stay the course

In the marathon of DE&I, milestones aren't measured by flashy declarations but by sustained, tangible progress. Leaders must champion inclusivity, employees must embrace diversity, and policies must reflect equity. It's a collective effort towards dismantling systemic barriers and fostering a culture of continuous improvement.

 A valuable compass in this introspection is HBR's "The 5 Cycles of DEI Maturity," which guides companies in identifying where they stand on the DEI spectrum. With this knowledge, organizations can embark on a purposeful journey toward change. Once the starting point is identified, the path forward becomes clearer.

Avoiding performative measures with continuous learning & aligned partnerships

Acknowledging the vast landscape of DE&I requires continuous learning. Brands must delve into the roots of issues, understanding trends and conversations to avoid performative engagement. Without this education, finding the right creators for campaigns becomes impossible. In the realm of partnerships, authenticity reigns supreme. Amplifying diverse voices doesn't mean relying on one spokesperson for an entire community. Instead, campaigns should feature a spectrum of creators, each sharing unique experiences to engage a broader audience.

A transformative, ongoing journey, not a “destination”

Integrating DE&I into marketing is not a fleeting trend but an essential paradigm shift. Just as internal DE&I efforts are prerequisites for external success, authenticity and commitment are non-negotiable. It's a marathon, not a sprint – a slow but transformative process demanding time, effort, learning, and growth. In the intersection of DEI and marketing, lasting change emerges not from rushed endeavors but from deliberate, sustained strides toward inclusivity.