When it comes to DEI policies, brands must ensure companywide implementation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 24, 2022, 4:14 AM GMT+0

Organisations must ensure their DEI initiatives are implemented across the business – right from the brand’s creative to its core values.

Brands must form employee research groups to unite team members with commonalities, including race, gender, religion or ethnicity. Such groups should also be involved in marketing and client-related conversations.

Brands should celebrate significant calendar moments – like Black History Month – across the company, involving employees in factories as well as retail sites and not just at the headquarters. Along with celebrating such moments, brands must ensure they also take a public stance on such issues.

Along with celebrating events like Pride, brands should also have a point of view on the anti-trans bill. Given that Latinx communities make up 19% of the US population and are expected to account for 12% of all US buying power by 2025, businesses must ensure they cater to the needs of Latinx consumers.

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