Creating Equitable and Inclusive Marketing Strategies
Communications professionals possess the power to influence people's behaviors and shape the way they perceive the world around them. With this power comes the responsibility to challenge the structures that uphold inequality and perpetuate systemic racism. It is not enough to simply "make space" for BIPOC voices; we must actively dismantle the structures that marginalize them.
Research has shown that diverse and inclusive marketing strategies can lead to better business outcomes. According to a report by McKinsey & Company, companies with diverse executive teams are 33% more likely to outperform their peers in profitability. This demonstrates the importance of embracing diversity not just for ethical reasons, but also for the success of our organizations.
To create equitable and inclusive marketing strategies, we must first acknowledge the ubiquity of white supremacy and systemic racism. We cannot address these issues if we deny their existence or fail to recognize our own privilege. It is crucial to listen to and amplify the voices of BIPOC communities, ensuring that their experiences and perspectives are included in our narratives.
Passing the mic to marginalized people is not enough if they are not given the respect and compensation they deserve. When we advocate for making space, we must also advocate for fair treatment and pay for those individuals who step into the spotlight. Pain, trauma, and oppression should never be commodified or exploited for reputation or revenue. We must honor the stories and storytellers by valuing their time, energy, capacity, and experience.
Creating equitable and inclusive marketing strategies requires us to take risks and step outside our comfort zones. We must be willing to make mistakes and learn from them. Instead of personalizing or deflecting criticism, we should listen and reflect on our actions. By grounding ourselves in our shared humanity and seeking justice, we can use our networks to hold ourselves and our communities accountable.
