The pursuit of diversity, equity and inclusion involves constant education, so it was an honor to listen to Dr. Nika White’s illuminating digital event for The PR Net on ‘DEI in Marketing and Communications’. Topics included the understanding and management of diversity, inclusive marketing strategies, guiding principles, mentorship, and much more.

Key takeaways: 

• Diversity alone isn’t what creates the great outcomes, it’s effective management of diversity
• Inclusive marketing creates an outcome not only about products or service, but elicits emotions you want from the people exposed to your brand message
• Organizations can no longer sit on the sidelines thinking social issues and activism work are for other orgs, as what’s happening outside the four walls of the organization is affecting employees
• The business case: brands focusing on humanity, respect, inclusion and providing a full opportunity for success for all are winning respect, gaining reputation capital, breaking through clutter in marketplace around competing messages and finally, it does impact the bottom line 
• How to best show up as it relates to a lens of DEI in marcomms:
  • Inclusion mindedness is a leadership function with growth capability attached to it (you can’t conflate passion for DEI with skill - they have to be aligned, it takes both)
  • Guilting, shaming, blaming and cancel culture is counter productive (support those new to the journey and start working together instead of saying "you're late")
  • Diversity = difference (it's a point of respect in which things differ, period)
  • You can't overcommunicate on DEI (lack of clarity, plus misinformation, makes this a confusing space)
  • Activity does not equate to impact. Culture, policies, procedure - these give us the ability to drive towards change that can be sustained in the long haul
• When looking for inspo, don't look at just one brand doing it well - survey several and see different approaches, etc.
• Pace yourself: you want to see change fast, but that’s not realistic or sustainable. Progress over perfection - make space for the difficult conversations now 
• DEI isn't just for big box brands; orgs of all sizes need to get involved, even if it's a small team; you can find some way of being intentional about creating a greater level of inclusion for people part of your org to become more equitable
• Comms need to be thoughtful: If you aren't checking in on your internal colleagues and associates and you’re sending external messages, that is going to feel very performative