08.11.2024 By Celestina Olukoga, Senior Manager, Current Global London.

How We Are Authentically Walking the DEI Talk – and How You Can Too.

What is DEI?

Over the years, Diversity, Equity and Inclusion (DEI) has become an important part of most organisation structures. Companies have made commitments to support systemic injustices against racial/ethnic communities, ensuring diversity and inclusivity is at the core of business practices from hiring to internal and external communications.

When it comes to the topic of DEI (or to my mind, let’s just call it Inclusion), it’s a monumental part of both my personal life and career and over time, I have found myself involved in ever more conversations surrounding the subject.

Firstly, it’s important to understand what DEI means and its implications for delivering communications campaigns that resonate with the audiences that matter, but also for creating a safe and inclusive environment for your employees to flourish.

Back to basics perhaps, but when we’re talking DEI, what do we mean?

Diversity: Recognising, respecting, and valuing differences among individuals with varying backgrounds and perspectives, including those who have been traditionally underrepresented (marginalised communities to be specific).

Equity: Equal access to opportunities and fair, just, and impartial treatment.

Inclusion: Providing an environment where everybody feels welcomed, accepted, respected and has equal opportunity, regardless of their background or identity.

What does this mean to my role?

The Weber Shandwick Collective (which Current Global sits within) launched the Inclusion Board two years ago, a UK initiative in which I am a member. The Board is part of a long-term goal to be the industry’s most inclusive agency group, increasing employee diversity at every level and shaping a culture of equity. I sit under the Race & Religion sub-group, and use my passion and expertise to support planned programmes that encourage inclusion and engagement. In October for example, we celebrated Black History Month and partnered with IPG’s FUBU (For Us By Us) committee – a community for Black employees – to host an internal conversation around this year’s theme ‘Reclaiming the Narrative.’

What does this mean for brands?

• Diversifying internal teams – Diverse teams bring forth diverse ideas and brands should make sure their comms teams include people from different backgrounds. Diverse perspectives make for richer and more impactful, campaigns that authentically connect.
• Research target audiences – Understanding the motivations of the target audience helps brands create meaningful key messages that resonate.
• Diverse representation – Brands can better ensure inclusivity by incorporating diverse representation in their imagery, advertisements, campaigns and social content.
• Collaborate with diverse creators – Partner with content creators and influencers from various backgrounds to help audiences feel seen. Remember, representation matters.
• Use inclusive language – Avoid using stereotypes and showing unconscious bias in oral and written communication and always aim to use inclusive terminology.
• Training in cultural competency – Educate your team in cultural competency by seeking out resources and people in your teams who can help give better understanding of different cultures, beliefs and values that are a part of everyday life and important to your target audiences. This helps an inclusive mindset become the norm and allows cultural nuances to become deeply ingrained from the outset in aspects of the brand’s identity.
• Cultural moments – Plan key calendar dates that include cultural and educational moments throughout the year that mark DEI milestones, along with internal and external action plans (e.g. email communication, social media content, external expert webinars etc).
• Editorial content – Spotlight employee stories and perspectives to highlight the importance and relevance of individuals’ DEI efforts. This might sit on the company website, a blog, or social sites like LinkedIn, where there is likelihood to gain audience traction.

Current Global and DEI.

Current Global prides itself on being a ‘human-first’ communication agency with inclusivity at the forefront of all external comms. In fact, we talk about IDEA (Inclusion, Diversity, Equity and Accessibility) as being mission critical. Our work aims to spark meaningful connections in a world that really needs it right now and we have done so successfully with award-winning campaigns such as Adidas Runner 321 and the Banned Book Club.

Yes, there is proof that diversity and inclusion drives growth and sustainable business, but also, let’s be honest, it’s the right thing to do, ensuring we provide a place where all people are treated equally regardless of race and background.

Looking for advice on how to make your next campaign more inclusive? Contact us at hello@currentglobal.com.