Diversity, Equity and Inclusion: What Your Brand Needs to Know Heading Into 2023
It’s been over two years since the re-emergence of Black Lives Matter, which was sparked by the murder of George Floyd. The movement was initially created by three Black women in 2013, but it wasn’t until 2020 that much of the world was exposed to the social injustices affecting the Black community. From protests to Instagram #blackouttuesday posts, people across the globe stepped up to show solidarity.
But this wasn’t all. The brave movement influenced the start of many other social justice initiatives. Different groups were represented, but the same goal was top of mind: achieving equality.
Since 2020, marketing has never been the same. Brands learned that diversity matters. And not just when it's topical. As we approach 2023, it remains critical that we prioritize diversity, equity, and inclusion (DEI) strategies in the new year.
Here’s what you need to know.
Equitable Hiring Practices Matter
If you’ve filled out a job application in recent years, you might have noticed more personal questions. Do you belong to a marginalized group? Do you have a disability? Do you identify as Indigenous? Alongside these questions meant to prioritize equal hiring, many brands will share a “Commitment to DEI” statement.
It is extremely important that going into 2023 brands continue to prioritize equitable hiring practices. And this is not merely hiring a few people from underrepresented groups because this is tokenism: a perfunctory effort to be inclusive in order to give the appearance of equality within a workplace. Representation in the visuals of advertising means nothing unless your brand is prioritizing underrepresented voices who can pull from their lived experiences to produce authentic advertising, marketing, and communications materials. Brands that make a genuine effort to be inclusive will reap the benefits of their intentions.
Hiring diverse groups matters now, in 2023, and forever.
DEI Training is a Commitment, Not a One-Off
Similar to how we study languages, people need to be repeatedly exposed to opportunities that actively teach them how to work with people from diverse backgrounds. A one-time mandatory session is not enough. DEI itself is built upon human belief systems. If employees’ belief systems are not aligned with the foundations of DEI, no progress will be achieved.
If your company has not already committed to DEI training opportunities, 2023 is the time to start. Remember that this topic is one that you want to get right. Allocate time, money, and resources to ensure your employees grasp a deep understanding of DEI. One-off training sessions are not effective.
If You’re Making a DEI Strategy, Make it Good
When making a DEI strategy, you’ll need to do more than encompass awareness days and cultural events. Include KPIs. This might be consumer data, hiring, retention—goals will differ by brand. Outline ways for your employees to know if the strategy is working. Ensure your brand’s DEI professional has the support they need. Allow diverse employees to offer thoughts. What would they like to see? What efforts come across as public relations tactics?
Think about those who will suffer if the strategy is not done properly.
Measure Impact
A DEI strategy means nothing if its impact can’t be tracked. Many companies have begun investing in large scale research projects to track diversity data on the company and consumer side. Data will be able to tell you if your brand is hitting the mark, or if improvements are needed.
If diverse talent and retention is your company's goal, this is easily trackable. However, the effort your company makes to execute inclusion tactics once diverse talent is hired is equally as important as the hiring itself. Your brand must empower employees to share their experiences so that internal policies can reflect the needs of underrepresented employees.
Brands who invest in DEI in 2023 will attract more customers, stronger teams, and better reputations. These practices are becoming more and more vital as we approach demographic changes in the next few decades.
If you ignore DEI now, you’ll pay the consequences when it’s too late to start.
Sydney Vardja is a PR Specialist for Jelly Marketing where she works with clients across North America to achieve their campaign dreams.