Diversity, equity, and inclusion, or the ‘DEI’ initiatives, have received increased attention for a wide variety of reasons. How and why should marketing leaders and teams implement effective DEI programs and strategies? The consequences for not understanding what DEI means does matter.
Today’s guest is Jimi Vaughn, a DEI consultant and expert. He talks about making a case for DEI by aiming for both the head and the heart of organizations’ decision makers and internal stakeholders.
Some of the highlights of the show include:
- DEI: Diversity is state of things; Equity is fair treatment; Inclusion is belonging
- DEI Strategy: Communication and connecting with audience about business
- Bottom Line: Understand the $3.9-trillion buying power of minority groups
- Dismissing DEI: Incorrect belief of discrimination, exclusion is hatred, intention
- Default Assumption: Everyone’s norm is the same or close enough to yours
- Reality: We’re more alike than different, but we still have significant differences
- Decisions: Embrace, celebrate, recognize, understand, and realize impact
- Cultural Values: Who and how we value different people in different stages of life
- Resistant to change? Start the conversation to build a fact-based case
- Starting Steps for DEI Strategy:
- Look internally at team to determine if and why perspectives are missing
- Listen and engage by cultivating collaborative environment to contribute
- Tie actions back to purpose and know the why to make better choices
- Establish key performance indicators, benchmarks to measure success
- Cancel Culture:
- Hold people accountable
- Audience demands better
- Recognize buying power
- Key analytics tell a story
- Utilize feedback and evidence
Links:
Quotes from Jimi Vaughn:
“When I talk about diversity, I’m really referencing the traits and characteristics that makes us all unique.”
“Equity is really about fair treatment, where equality is about the same treatment. Sometimes, equality isn’t necessarily fair.”
“I do believe that there’s an ethical responsibility for organizations and marketers and basically any business to be thinking about these types of things.”
“It would be foolish to not understand the buying power of minority groups.”