38 Lessons on Diversity in Marketing
Inspired by the Instagram Live conversation between DonYe Taylor and Matthew Kobach. Read my original tweetstorm HERE.
The Need for Diversity
Marketing plays a role in how brands are perceived
If management is of the same ethnicity, it's harder for them to tell a diverse story
People create stories from their background
Trickle-Down Effect
Lack of diversity has a trickle-down effect in marketing
For example, it's hard to find stock photos of black men
Societal Racism
Racism = The color of your skin determines if you are superior over another race
If someone thinks they are better than you, they also think your ideas are beneath them
Black people are always working from a position of disadvantage
Expanding Your Network
Network with people that don't look like you
Expand your perspective
Company Diversity
Diversity isn't one person, it's an initiative, it's a plan
Go to an agency's team page, it's usually all white people
You need to give black people the keys to drive the car
Code-Switching
The practice of alternating between two or more languages or dialects in a conversation
Black people see a need to adjust how they talk in order to fit in
Code-Switching is a form of mental slavery
Black people can't be themselves when they are in an environment where they have to code-switch
It's up to their co-workers to make them feel comfortable in the workplace
Cancel Culture
Brands are afraid to be "canceled" so they avoid the hard conversations
Companies need to have quality control preferably outside the company to avoid being subject to cancel culture
We need to be comfortable being uncomfortable
Ben & Jerry's
Ben & Jerry's does a good job on diversity
They intertwine brand activism into their DNA
They spend time researching and educating consumers on issues
Authenticity is a key trait in having success on this front
Suggestion Box
Brands should have a suggestion box on their website asking how they can do a better job
No one will be mad at a brand for asking for help
Focus on the Bigger Picture
Don't think about how to make a campaign more diverse, think how you can make your company more diverse
Ben & Jerry isn't worried about how their brand will be perceived in regards to #BlackOutTuesday b/c they've put in the work to be authentic
Diversity is Better for the Company
Diversity isn't a single action
A more diverse team leads to more diverse ideas
Why always eat pasta when you can also eat pizza?
The approval of Black culture is critical for the survival of a company
Google “Black Man”
Do you see mugshots?
It's the marketing industry's job to change that perspective.