Celebrating differences is common if not paramount on DiversityDay. However, when many different (interest) groups campaign separately, what is the common message? And who will receive it positively as an inspiration for change?
A new series of articles reframes D&I to shift the focus from special interest groups to large audiences. It was often proclaimed that ‚everyone‘ should be part of D&I and that it is an embedded business topic. Here are three related deep dives.
The operator of London’s public transport network, TfL, has banned advertising from eleven countries that breach human (LGBT) rights. The reaction reaches far beyond the individual ‘Brunei case’ and affects global airlines and tourist boards. It raises the question how many more countries could be criticised for other anti-Diversity policies…
Marketing experts from 5 countries on 4 continents were surveyed about Diversity in advertising. Their answers show that they know what is expected from them. However, mind-sets and actions vary.
Shortly after SuperValu had launched their Autism-Friendly Shopping project – following an 18 months development and piloting journey – their competitor, Lidl, followed with Autism Aware Quiet Evenings. Hefty backlash over an incident showed Lidl the shape of the learning curve companies need to follow in order to tap into diverse market segments.
Leveraging Diversity for market success represents a huge – and largely untapped – potential. Linking the value of differences to both your customer base and your brand and hence selling proposition can be powerful. But what if the product strategy fails in the first place? Two current examples from Germany/Switzerland and France.
Showing a few different characters in your advertisements is a simple way to leverage Diversity for business. Arguably, it’s too simple nowadays when diversity is a default state of many crowds. A new Levi’s® ad manages to capture and convey the spirit of D&I with a new quality.
Hard or soft facts? Snapshot or long-term trends? Which type of information are you using in your D&I work? What counts in social media and at conferences (cool images, crisp cases, or surprising figures) might not be what helps you to take the most effective decisions. Take a look at our summary of our 20 […]
Featuring female drivers in car advertisements is rare while it could attract more attention than the standard setting of ‘him sitting in the driver seat’. Similarly, some iconic marketing figures are implicitly assumed male. Both was challenged by Audi and Lidl respectively – but ‘only’ for special Christmas campaigns.
One of the world’s largest digital travel companies extends their commitment to Inclusion and Respect to all their 640,000 hosts and 2.3 million users. With this, Airbnb is maybe having – in terms of sheer numbers – the largest impact on global citizens ever.
