PUBLISHED
Oct 01, 2024
WORDS
Isidora Mazibrada
The Next Revolution is… Closing the Divide
We’re in the midst of a DEI culture war. The battle is between two sides; one who sees these principles as guardrails for a more welcoming world, the other who sees them as a threat; up-ending the status quo and putting identity ahead of merit.
Originally fringe “anti-woke” narratives are now being echoed by those on the global stage. The world stands in anticipation of November 5th, for the American election result that is set to determine which narrative will dominate the conversation over the next four years.
Recent months have given us a flavor of what may be in store should Trump regain the presidency. Since 2023, 81 anti-DEI bills that target programs at colleges have been introduced in Congress and across 28 states, with eight signed into law in states like Texas and Florida.
Corporate DEI teams built up and championed in the wake of George Floyd’s murder are going to find it a tougher environment to operate in than ever before, and, without a strong business case and articulate defense, may get cut all together.
One question hovers over it all; will political and business leaders step up and speak out against the Elon Musks of the world?
In the UK, a gender-critical debate sits at the heart of the fight for inclusivity. It’s spearheaded by high profile figures such as Sharron Davies and J.K. Rowling, who are using their platforms to defend the gender rights that they believe they have worked hard to achieve. Younger generations see a binary gendered world as outdated; so when Rowling recently took an unusual Twitter hiatus after being named in a cyberbullying lawsuit by Gold Medal Olympian Imane Khelif, there was delight online.
Amidst this increasingly polarized landscape, we may ask ourselves, how can brands make a difference? The 2023 Edelman Trust Barometer found that in every country except Saudi Arabia and Singapore, respondents believed business to be more competent and more ethical than government and media. What’s more, a report by the Unstereotype Alliance concludes that inclusive advertising which avoids stereotypes and authentically portrays diverse people can lead to a nearly 3.5% increase in short-term sales and a more than 16% boost in long-term growth.
So marketers – listen up. Taking a stand for those that feel excluded can pay back. In a world where some seek to open up divisions between groups, The Next Revolution is closing the divide.
Recent months have given us a flavor of what may be in store should Trump regain the presidency. Since 2023, 81 anti-DEI bills that target programs at colleges have been introduced in Congress and across 28 states, with eight signed into law in states like Texas and Florida.
Corporate DEI teams built up and championed in the wake of George Floyd’s murder are going to find it a tougher environment to operate in than ever before, and, without a strong business case and articulate defense, may get cut all together.
One question hovers over it all; will political and business leaders step up and speak out against the Elon Musks of the world?
In the UK, a gender-critical debate sits at the heart of the fight for inclusivity. It’s spearheaded by high profile figures such as Sharron Davies and J.K. Rowling, who are using their platforms to defend the gender rights that they believe they have worked hard to achieve. Younger generations see a binary gendered world as outdated; so when Rowling recently took an unusual Twitter hiatus after being named in a cyberbullying lawsuit by Gold Medal Olympian Imane Khelif, there was delight online.
Amidst this increasingly polarized landscape, we may ask ourselves, how can brands make a difference? The 2023 Edelman Trust Barometer found that in every country except Saudi Arabia and Singapore, respondents believed business to be more competent and more ethical than government and media. What’s more, a report by the Unstereotype Alliance concludes that inclusive advertising which avoids stereotypes and authentically portrays diverse people can lead to a nearly 3.5% increase in short-term sales and a more than 16% boost in long-term growth.
So marketers – listen up. Taking a stand for those that feel excluded can pay back. In a world where some seek to open up divisions between groups, The Next Revolution is closing the divide.
Inclusive products
The vast majority of sectors are barely out the starting block on product ranges that work for every body, not just some bodies. Sometimes those that seem ahead, upon closer inspection, are revealed to be missing the mark.
The business case for product inclusivity is clear. Accenture found that 68% of younger millennials would choose one brand over another if that brand demonstrated diversity and inclusion in their product range. But how to do this in a way that goes beyond surface level brand PR and creates genuine change for communities, is another issue – so let’s dive in.
Nike recently got called out by retired Paralympian Stef Reid, who asked why she couldn’t purchase a single shoe, despite Nike using amputee mannequins to promote its products. Although Nike has the One Shoe Bank programme, which provides single-leg amputees with one free trainer each year, this scheme is currently only available in the US. Marketers should ensure that any advertising that implies solidarity with a community can be matched with efforts behind the scenes – as communities will be watching, and ready to call out performative activism.
A lesson in true allyship is from Apple, with its spot ‘The Greatest’ that details the accessibility features across its products. The ad was created with heavy involvement from the cast members, to ensure the portrayal of their lived experiences was accurate. The focus is not on how their disability stops them from living and their critical need for Apple’s products, but how they’re thriving, capable individuals who use Apple to make their lives a little bit easier.
Selena Gomez’s Rare Beauty make-up line also stands out. Gomez suffers from Lupus, an autoimmune disease which causes a range of symptoms, including mobility issues. She designed the line to “her own personal preferences … with ease of use and inclusivity in mind”. Beauty influencer Mariadeliz Santiago sums up what the range means to the disabled make-up community; “We deserve the same quality and that same feeling that everybody else experiences.”
The business case for product inclusivity is clear. Accenture found that 68% of younger millennials would choose one brand over another if that brand demonstrated diversity and inclusion in their product range. But how to do this in a way that goes beyond surface level brand PR and creates genuine change for communities, is another issue – so let’s dive in.
Nike recently got called out by retired Paralympian Stef Reid, who asked why she couldn’t purchase a single shoe, despite Nike using amputee mannequins to promote its products. Although Nike has the One Shoe Bank programme, which provides single-leg amputees with one free trainer each year, this scheme is currently only available in the US. Marketers should ensure that any advertising that implies solidarity with a community can be matched with efforts behind the scenes – as communities will be watching, and ready to call out performative activism.
A lesson in true allyship is from Apple, with its spot ‘The Greatest’ that details the accessibility features across its products. The ad was created with heavy involvement from the cast members, to ensure the portrayal of their lived experiences was accurate. The focus is not on how their disability stops them from living and their critical need for Apple’s products, but how they’re thriving, capable individuals who use Apple to make their lives a little bit easier.
Selena Gomez’s Rare Beauty make-up line also stands out. Gomez suffers from Lupus, an autoimmune disease which causes a range of symptoms, including mobility issues. She designed the line to “her own personal preferences … with ease of use and inclusivity in mind”. Beauty influencer Mariadeliz Santiago sums up what the range means to the disabled make-up community; “We deserve the same quality and that same feeling that everybody else experiences.”
INCLUSIVE PLATFORMS
Inclusivity is not just about representation; but about environments which allow communities to feel seen, valued and empowered to contribute. It’s also a chance for historical inequities to be addressed and outdated narratives to be broken.
The platform the Olympics gives athletes is unparalleled. But what happens when a person’s identity decides their inclusion? France’s ban on Muslim women from wearing a sports hijab or any other form of religious headgear when they compete, turned an opportunity to be seen, into an assault on their identity. Platforms that don’t accept people for who they are in their entirety, do more harm than good.
The Paralympics tells a more positive story. The ability of the games to make athletes left out of mainstream sports feel seen, is trickling down into mainstream society. Research carried out by Better showed a surge of searches for information, rules, and ways to get involved in adaptive sports such as Wheelchair Rugby, Para Athletics, and Sitting Volleyball. The broader narrative shift from these people being ‘superhumans’ and something to gawk at, to being simply incredible athletes, has allowed sportspeople with disabilities to feel truly part of the conversation, rather than a spectacle on the fringes.
2024 also saw Glastonbury, the largest performing arts festival in the world, introduce a stage dedicated entirely to South Asian music. This was billed as a ‘seminal moment for UK festival culture’, at a time when there were rising calls for greater representation of British Asian music and artists. The whole spa./ce was authentically conceptualized and curated by an entirely South Asian team; the fortress-like outdoor garden space was informed by Islamic architecture and South Asia’s cultural link to textiles. There was even a table for playing the Indian board game Carrom – so revelers could be transported to the lands the sounds originated from. These inputs demonstrate how vital it is to approach inclusivity platforms not just on the stage, but backstage too.
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In a world where division is on the rise, there is an opportunity to double down on authentic inclusivity and close the divides that others are trying to open. This will not only set brands up for business success, but as trailblazers for a more equal society.
The platform the Olympics gives athletes is unparalleled. But what happens when a person’s identity decides their inclusion? France’s ban on Muslim women from wearing a sports hijab or any other form of religious headgear when they compete, turned an opportunity to be seen, into an assault on their identity. Platforms that don’t accept people for who they are in their entirety, do more harm than good.
The Paralympics tells a more positive story. The ability of the games to make athletes left out of mainstream sports feel seen, is trickling down into mainstream society. Research carried out by Better showed a surge of searches for information, rules, and ways to get involved in adaptive sports such as Wheelchair Rugby, Para Athletics, and Sitting Volleyball. The broader narrative shift from these people being ‘superhumans’ and something to gawk at, to being simply incredible athletes, has allowed sportspeople with disabilities to feel truly part of the conversation, rather than a spectacle on the fringes.
2024 also saw Glastonbury, the largest performing arts festival in the world, introduce a stage dedicated entirely to South Asian music. This was billed as a ‘seminal moment for UK festival culture’, at a time when there were rising calls for greater representation of British Asian music and artists. The whole spa./ce was authentically conceptualized and curated by an entirely South Asian team; the fortress-like outdoor garden space was informed by Islamic architecture and South Asia’s cultural link to textiles. There was even a table for playing the Indian board game Carrom – so revelers could be transported to the lands the sounds originated from. These inputs demonstrate how vital it is to approach inclusivity platforms not just on the stage, but backstage too.
—
In a world where division is on the rise, there is an opportunity to double down on authentic inclusivity and close the divides that others are trying to open. This will not only set brands up for business success, but as trailblazers for a more equal society.
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