Diversity, Equity, and Inclusion (DEI) isn’t just a trendy phrase—it’s a driving force in how brands authentically connect with their audiences. For those of us living in vibrant, diverse spaces like NYC, DEI represents more than just a corporate strategy. It’s about genuinely understanding and reflecting the rich variety of human experiences to create campaigns that resonate deeply and build lasting loyalty.
However, DEI can sometimes feel like little more than a checkbox, with brands using it to polish their image rather than making real change. We’ve all seen it—companies that tout diverse ads but have leadership teams that look nothing like the world we live in. It’s not just about what you say; it’s about what you do.
Why DEI Matters—And Why It Works
A study by Boston Consulting Group study showed that companies with diverse leadership see innovation revenue that’s 19 percentage points higher than their less diverse counterparts. On top of that, a report by McKinsey showed that companies with diverse and inclusive workforces are 35% more likely to outperform their competitors. When companies actually listen to and uplift voices from different backgrounds, they create work that’s not just more interesting but also more impactful. It’s a win-win. On top of increased revenue, DEI also affects employee retention. According to a CNBC/SurveyMonkey Workforce Happiness Index, a large majority of those surveyed (78%) say it’s important to work at a company that makes diversity and inclusion a priority, and more than 50% consider it to be “very important.”
Keeping It Real with Authentic DEI
True authenticity is the key to any successful communication, and DEI is the tool that can help brands connect with people from all walks of life. When brands embrace diversity—whether it’s race, gender, sexuality, or ability—they’re doing more than just ticking boxes. They’re validating the identities of underrepresented groups and building trust with their audience.
There’s something powerful about seeing yourself represented in the media. It’s about feeling seen, heard, and valued, which in turn fosters strong emotional connections with a brand. Those are the connections that can turn into loyalty and advocacy.
Breaking New Ground with Inclusive Campaigns
Inclusive campaigns don’t just appeal to existing markets; they open doors to entirely new ones. By standing up for social justice and equality, brands attract consumers who share those values. In a time when people are demanding authenticity and accountability, DEI isn’t just a nice-to-have—it’s a must-have.
Beyond profit, inclusive campaigns can challenge harmful stereotypes and promote positive representation. Whether it’s advocating for LGBTQ+ rights, celebrating cultural diversity, or smashing gender norms, these campaigns can shift societal attitudes and spark meaningful conversations.
Putting DEI into Practice
Reflect Diversity Internally:
Before a brand can effectively promote diversity in its campaigns, it must first look inward. An organization should strive to have its workforce—and especially its leadership—reflect the diversity it advocates for externally. This means not just hiring people from different racial, ethnic, gender, and sexual orientation backgrounds but also ensuring that these individuals have a voice in decision-making processes. A diverse team brings varied perspectives that can challenge the status quo, drive innovation, and create campaigns that are more relatable and authentic.
Collaborate with Diverse Voices:
To create truly inclusive campaigns, brands must go beyond tokenism and involve voices from the communities they wish to represent. This involves partnering with creators, influencers, and consultants who bring genuine insights into their respective communities. Collaborating with diverse voices ensures that the campaigns are not only authentic but also resonate on a deeper level with the target audience. For instance, when creating content that highlights LGBTQ+ experiences, working with LGBTQ+ creators ensures that the narratives are accurate and respectful. These partnerships should be meaningful, where diverse voices are given creative control and not just used as a checkbox to appear inclusive.
Listen to Feedback:
Feedback is crucial in the journey toward authentic DEI. Brands need to actively seek out and listen to the opinions and experiences of underrepresented communities. This could involve conducting focus groups, holding listening sessions, or engaging with community leaders to understand their perspectives. Feedback should be taken seriously and used to refine and improve campaigns. Moreover, brands should create open channels for ongoing dialogue, where people from marginalized communities can share their thoughts on how they are represented.
Commit to Growth:
DEI is not a one-time initiative; it’s a continuous commitment. Brands need to recognize that the work of diversity, equity, and inclusion is ongoing and requires constant reassessment and improvement. This means regularly reviewing strategies, policies, and campaigns to ensure they remain relevant and effective in promoting inclusivity. Companies should set measurable DEI goals and track their progress over time, holding themselves accountable for their commitments. This could involve regular DEI training for employees, updating hiring practices, or revising marketing strategies to be more inclusive.
Build a Sense of Belonging:
Leaders have to understand that DEI practices are so much more than opening the door to underrepresented groups of individuals. In order for the practices outlined above to be effective, companies have to be willing to foster a sense of belonging in the workplace. This means that all employees, regardless of their personal backgrounds, feel comfortable being their authentic selves and building genuine connections with their peers. The value of giving equal opportunity for work contributions, decision-making, and mentorship cannot be overstated. Promoting DEI is much more than having a set number of ethnically diverse individuals in the workplace. It is welcoming their point of view, giving equal opportunities, and creating a positive environment for growth.
As communicators, it’s on us to harness the transformative power of DEI to craft campaigns that are both authentic and inclusive. We can’t afford to let DEI become just another buzzword. By making it a core principle in our work, we can help brands build real connections, foster loyalty, and make a positive impact in our communities.
