DEI work is NOT a marketing campaign

Trust.

It’s at the core of all human relationships. Canadian philosopher and cognitive scientist Paul Thagard Ph.D. defines trust as “a feeling of confidence and security that a partner cares.” In the world of marketing, trust is the magnetic force that draws audiences to a brand or company. Recently, there’s an element that’s been adding firepower to that force.

Diversity.

Creating a sense of inclusion and belonging is critical to a company’s business strategy. It communicates empathy; a willingness to reconcile any past racist transgressions; and offers a promise that everyone can be part of their future. The Black Lives Matter events of 2020 propelled the Diversity, Equity and Inclusion (DEI) agenda in the global corporate environment. We saw social media profiles replaced with black squares in a singular global act of solidarity against racial inequality. Solidarity statements that were disingenuous, less about DEI and more about company optics - if we say this, that means we are doing good.

But implementing meaningful change within an organization goes beyond the black square and solidarity statements. Some companies are doing more introspection, examining discriminatory practices that suppress marginalized employees, implementing policies or programs to create more equitable work environments, and diversifying their leadership to ensure that inclusivity echoes throughout all chambers.

So, what does this mean for marketing teams? More thoughtful advertising. DEI is the ‘new sexy’ in marketing after all.

Companies are revamping their marketing strategies to pitch universal appeal. Inevitably, brands that “see, hear and celebrate” the widest cross section of humanity will attract larger customer bases. This fact is cemented in a 2019 Diversity in Advertising report by Adobe which states that 38% consumers are more likely to trust brands that market diversity in ads. Naturally, greater trust corresponds to increased business growth.

Effective marketing campaigns will reflect the pulse of a population. For a country like Canada that aims to accept over 400,000 immigrants from all over the world over the next two years, that pulse bears semblance to a vibrant color wheel and marketers must constantly stay connected to this core. Corporate messages should focus on trust, care, and universal acceptance. Every element of marketing from diverse faces, to colors, shapes, imagery, music, and symbols and what they denote to various cultural communities, and copy whose language is coated with an ‘all-embracing’ tone must all be considered. It’s work alright, as marketers need to incorporate principles of public relations, sociology, psychology and education in every output.  

Spotlighting DEI action in marketing campaigns is beneficial for several reasons. Frankly, DEI work is a long overdue gesture for racialized groups. It’s necessary for companies to communicate their inclusive vision to build stronger relationships with these communities, both locally and internationally. It also drives the attraction and retention of diverse talent. DEI work also projects model corporate citizenry, enticing collaborations with Government and fellow businesses. And of course, there’s the golden reward- earning a population’s adoration and trust. It’s a win, right?

Here’s a word of caution – there’s a thin line between sincerity and disingenuity. DEI work isn’t just a cheap marketing ploy or series of checkboxes. It ought to be a meaningful pillar in every company’s mandate; a guide that holds everyone accountable for their actions and whose implementation should be frequently measured, evaluated, and reviewed. Marketing should be one aspect of a company’s overall DEI strategy - the cherry on top so to speak.  

When used for ‘performative’ reasons, DEI in marketing can and has gone wrong. Here are some illustrations:

Reactive approach

It’s one thing to respond to instances of racial injustice with reactive statements/ messages. But if that’s a company’s only DEI strategy, then those words are empty platitudes. Reactive or ‘check-box’ marketing is perhaps done to satisfy the consciences of decision-makers, however, conveying solidarity or allyship with racialised communities must go beyond scripted text. Action speaks louder than words.

Tasteless marketing

Remember the 2017 Kylie Jenner Pepsi ad? Jenner abandons a high-fashion photo shoot to end a Black Lives Matter protest by giving an officer a Pepsi drink. The crowd (protesters and police) erupt in applause. The backlash was unrelenting; Pepsi pulled the ad and issued an apology. Portraying soda as THE solution to a burning issue was insulting to the black community. The seriousness of police brutality against blacks should never be likened to a fizzy drink. If a company is incorporating racially sensitive subject matters in marketing campaigns, then marketers ought to consider how impacted communities will respond to such content.

Luxury brand Louis Vuitton also felt the sting after a flopped marketing strategy earlier this year. The company created a sweater to honour Jamaica; except that the tri-colour garment featured red, yellow and green - the colours of the Ethiopian flag and those associated with Rastafarianism. The company’s website promoted the garment as a “jumper with a striped design inspired by the national flag of the Caribbean Island." After the internet roasted the brand, Louis Vuitton attempted to slap a band aid on their faux pas by changing the words “national flag” to “cultural heritage,” fuelling further backlash. They basically branded an entire Caribbean country with their limited perceptions of culture whilst exposing a shoddy attempt at diversity.

Tokenism vs meaningful inclusion

Let’s hypothetically say that a company has just hired its first female Director, and marketing efforts are kicked into high gear to commemorate the milestone. The objective- to inspire young girls and other women to ascend to leadership. But what happens after the glitz and glamour of this marketing campaign have waned? There are many follow up questions such as: are women represented in all tiers of leadership across the company? How is the company taking steps to recruit more female directors? Is the female Director taking on impactful roles and responsibilities? Tokenism is a real problem in the corporate world and building marketing campaigns around these shallow efforts attracts more criticism than rave reviews.

On the same topic of meaningful inclusion, Columnist Jael Richardson of “Open Book”, an Ontario online hub for literary minds, expounds on the differences between tokenism and inclusion in her blog. She suggests ways in which diverse talent can be honed in the marketing arena, and the need for marginalised communities to write their own narratives. Writing reflects lived experiences, and often non-impacted communities can’t fully appreciate or communicate the experiences of their impacted peers. Her suggestions can help replace tokenistic marketing with more authentic communication.

Overselling DEI

There is such a thing like overselling DEI to the point where it loses authenticity. If a company is aggressively pushing a DEI agenda, it may create a perception of overcompensation, or, ‘too little too late’ reviews. Consistency and balance are key to effectively communicating a company’s DEI action.  

Marketing DEI- ‘the right way’

DEI work shouldn’t make guest appearances in your campaigns but when treated as an everyday staple in a company’s operations, DEI progress will shine naturally in every decision, output or objective.

On a related point, always remember that a company’s staff and stakeholders are also part of any marketing strategy. Their feedback or ratings about a company can override any attempts to market DEI work. The truth wins at the end of the day!

DEI action should be a living, thriving organism in any company. It starts with a willingness to listen, self-reflect, and change. In the words of Garvin Barrett, Co-founder and CEO of Barrett and Welsh, a minority-led marketing agency – 

 “Dear Canadian Advertising, stop talking about people like me and start talking to people like me. And, by something real, I don’t mean an ad that makes a few, mostly white, people feel good for 30 seconds. Call me when you hire a visible minority immigrant, an indigenous person, or a black man or black woman as CEO.”


The blog is curated by Colleen James, Principal and Founder of Divonify Incorporated. Colleen’s work is centered around the dismantling of oppressive systems by working with organizational leadership to address issues of systemic racism, equity, diversity and inclusion. If you enjoyed this blog, please share with others you feel would gain value from it.

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