Discussions about the issues related to diversity and inclusion, also known as D&I, are increasingly present in the corporate world. This is a reflection of the growth of this agenda in society, which gains strength through communication channels.
In 2023, the issue is expected to reach the top of social narratives, it’s time to unite and build a more equitable and respectful world! Companies will need to innovate to deliver solutions that serve all audiences in the best possible way. But before we start talking about that, let’s get familiar with the terms:
In the dictionary, diversity means: quality of what is diverse, different, varied; variety. It refers to multiplicity, plurality of cultural, biological, ethnic, linguistic, etc. Diversity is about all people, but when we talk about this concept, we are referring especially to those social groups that have not been prioritized for a long time, such as people from the LGBTQIA+ community, people of color, people with disabilities and others.
Inclusion basically means including people who are part of minority groups in society equitably. It’s about ensuring their representation within all social media, including education and the job market.
It is to promote awareness actions, disseminating information on the subject in all its social media. It is also demanding leaders to include diverse people in their teams. It’s not judging appearances. It is to break these and other attitudinal barriers that exclude part of the population.
Companies that stand out the most in the market are already prioritizing D&I, because in addition to contributing to a fairer society for all people, the way in which they relate to diversity and inclusion directly reflects on the values of the brand.
A study by Accenture proves that 62% of consumers prefer to buy from brands that care about important social issues, including D&I. Just as 47% prefer not to buy from companies that disappoint them with their position on the same matters.
It is time to include these guidelines within organizations, isn’t it? Raising these discussions and putting them into practice are no longer differentials, but a market need and a constant demand from the society in which we live.
ESG (Environmental, Social, Governance) is the acronym that refers to the environmental, social and governance concerns of corporations. This model assesses sustainability, social impacts and the level of corporate governance.
Diversity and inclusion is directly linked to ESG practices, as it relates to the Social (S) and Governance (G) pillars. That is, diverse and inclusive businesses are recognized in countless ways, including by investors who use these criteria to assess the impact and potential success of an investment.
The Sustainable Development Goals, also known by “SDGs”, serve as a guideline to address the main problems of society. They were created by the UN in 2015 and are part of a global agenda, including 17 sustainable development goals, which must be met by 2030.
In this case, the diversity and inclusion is directly related to “SDG 5: Gender Equality”, and “SDG 10: Reduction of Inequalities”.
It is the responsibility of all companies, and also of all people, to contribute to fulfilling the agenda and consequently build an equitable society.
A business that is concerned with D&I must apply internal strategies, such as: building a diverse team, ensuring representativeness in leadership positions, offering accessibility to people with disabilities who are part of its team, as well as for its customers, communicating in an inclusive way, among others.
To put it into practice, we reinforce the importance of taking this discussion within the companies and, if possible, developing a diversity committee. That is, a team made up of employees and diverse leaders who are already part of the organization, aiming to make it more plural, inclusive and safe for all people, through actions and projects.
If your company can’t set up a committee like this one, or to help you plan and get your hands dirty, check out some of the D&I trends for 2023:
In recent years, there has been a change in social behavior that requires companies to take a stand regarding their social purpose and inclusion. Discover some of the trends in agendas for projects in this area throughout the year:
This involves the development of actions and projects related to issues of gender, ethnicity, belief, regional differences, etc. Recognize your employees and consumers with different characteristics.
A good tip is to include different people in your communication, such as people of color, people with disabilities, LGBTQIA+ people, and others. In addition to attracting customers with these profiles, you also start to show that these people are welcome when applying for a job at your company.
This way you create a virtuous circle of diversity and inclusion for your business. This internal development can also be exploited in external communications, for example.
Work on the new masculinity, be careful with how you refer to men and women in your communications, make sure you have a staff with female representation and also with transgender people. Don’t damage your brand image with outdated stereotypes.
Again, this must be thought of from the inside out of the company. Starting with a good internal structure and from that, developing an inclusive external communication for all genders.
Pay attention to the inclusion of people with disabilities both in your team and with your consumers list. Accessibility is a right assured by law for people with disabilities and it is a duty of all public and private organizations. This subject will gain even more strength in 2023, as complaints and fines for non-compliance with these rules are on the rise.
Therefore, a good tip is: offer the necessary accessibility tools to promote autonomy for them in their journey with the brand. Whether for your team or for clients. It is expected that organizations are accessible to people with disabilities, and that digital accessibility has also become a priority for e-commerce.
Plus, produce external communications that speak directly to people with disabilities, who move billions a year. This is the key to improving your relationship with this audience!
The world population is aging, and with that we have more and more people with technological skills getting older. Regardless of age group, this public presents increasingly jovial behaviors and seeks to continue consuming, traveling, dating, etc. In addition, they still represent an important part of the market, since many have greater financial stability and want to enjoy life.
The tip is to expand your service and communication to people 50, 60, 70+. Study them and include them in your branding. Produce products that speak directly to them and communicate about it in a smart and accurate way.
It is important to have representativeness of these groups not only in the leadership of these projects, but also in various positions in the company. Only then will it be possible to guarantee that inclusive decisions are being taken in favor of the integration of all people.
Think about your organization’s leadership. Are the people in management positions diverse? Do they represent different groups? If this is not yet a priority in your company, take this provocation to your team!
Finally, it is worth emphasizing that for your diversity and inclusion strategies to work, it is essential that people from these groups are representative and participate throughout the development and preparation of projects, especially in decision-making. Solutions must be designed by them and for them. Therefore, the places of speech must be respected for greater effectiveness of actions.
We are sure that by implementing these tips, your brand will reap good results throughout the year. Count on our blog to learn more about it!