Companies with more gender diversity are 25 percent more likely to have above-average profitability. Companies with more ethnic and cultural diversity are 36 percent more likely to have above-average profitability. With these stats in mind, it seems like a no-brainer that we create more diverse organisations to drive growth. This is especially important in the UK marketing industry and marketing as a whole, which is a sector dominated by middle and upper-class white people with top-level roles, predominately held by men. Diversity in marketing is a complex issue that cannot be covered in just one or two articles but it’s an overview to help you start creating a better environment both in work and the wider world.

Diversity, Equity, Inclusion (DEI)

First, we need to understand what diversity means. We can’t talk about diversity without equity or inclusion and so these should be included in the discussion too. A party analogy is often used to explain these three concepts:

Diversity is where everyone is invited to the party.
Equity means that everyone gets to contribute to the playlist.
Inclusion is when everyone has the opportunity to dance.

In a workplace, it could look like this:

Diversity is where everyone has the opportunity to apply to a position and hiring happens equally across everyone.
Equity would be that everyone has the same opportunity to gain responsibilities and contribute to the development of the business.
Inclusion would mean that a workplace and role can be enjoyed and done by everyone, even though that may mean different things for everyone.

Diversity In Marketing

When we discuss diversity in marketing, we are looking at it from two perspectives, much in the same way as when we look at ethical marketing. Diversity is about the actual makeup of the sector as an industry. Diversity is also about the marketing campaigns we produce as a sector and whether they are representative, inclusive and equitable. Below, I explore what this means in basic terms for both sides, but each business’ implementation will look unique.

Diversity Behind The Scenes

Diversity in the workplace can lead to improved morale and engagement for employees. Both of these have shown to improve profitability so it makes sense financially to improve diversity in our workplaces. Here’s a basic overview of how.

Education

You can’t start to improve your workplaces’ inclusion and diversity without knowing the obstacles and challenges that are currently limiting it. Educating yourself and your current team is the first step in changing the world. This is no easy task and it’s a path that you will never stop learning from. There are endless resources out there to help, and I have listed some I have found helpful at the bottom of the article. The key thing to consider is that diversity is never just about one aspect of a person’s perceived characteristics. There is always an interplay between various parts of people’s lives and we need to look at it from an intersectional perspective, not just in a singular view.

Team Hiring

Creating a diverse team is one of the best ways to improve your business. If historically your company has not hired a particularly diverse workforce, it can be hard to know where to start. This is especially true in smaller businesses with a small number of staff. From how you advertise a position to your hiring process, it can all affect the ability to hire a more diverse team. Unconscious bias when hiring is a large obstacle but so are the benefits, salary and positions advertised. The best place to begin is with a diversity audit, which may sound daunting but will help uncover where the issues may lie in your work environment. There is great information on the internet on how to do an audit. I found the EW Group’s website particularly helpful. They are a diversity consultant firm in London.

Accessibility

Another key point of diversity in the workplace is accessibility. Now, this will likely cover those in the workplace with disabilities but it’s also about being mindful of everyone’s needs and desires in the business. Accessibility comes from improving awareness and information for people, physical adjustments and flexible policies.

Awareness and information

Awareness and information definitely come from education which we discussed above. It could look like:

Educating yourself on a colleague’s disabilities

How it affects their day to day, what they might need to improve their work-life or being mindful of activities planned that could be impacted by their disability.

Religious Observance

Understanding that people of different faiths have different holidays and practices. Do you allow time off for Christmas but not Hanukkah? Is there somewhere for people to pray in peace?

Dietary requirements

If you offer food or even tea and coffee, do you create options for different dietary preferences. Some people may be vegan or vegetarian for ethical reasons. Others may have allergies or intolerances.

Physical Adjustments

Physical Adjustments will be different for each individual employee but there are also general actions that can be taken to improve accessibility too.

General physical adjustments as standard

Physical access is one of the biggest barriers for people with disabilities wanting to work. Wheelchair ramps, lifts, automatic doors are just some of the basics that should be standardised in the workplace. But there is so much more workplaces could be doing for their employees and clients to improve access.

Individual adjustments

When you have hired workers with disabilities you should put a plan in place to create adjustments where necessary. This will look different for everyone but could include; making their desk lower or higher for comfort, creating low sound or light areas for those with sensory issues, or hardware that is adapted for users’ needs.

Physical improvements for all

There are many laws in place to ensure good health and safety in the office, though not every company abides by them. Adjustable chairs, time for breaks and getting rid of trip hazards. It’s also about providing an inclusive environment that makes everyday work easier. Add menstrual products to bathrooms for easy access and that means all bathrooms. These simple things all contribute to a better work environment for everyone.

Flexible Policies

Flexibility is a major barrier to many people entering the workforce and that doesn’t just include people with disabilities. Women have traditionally ended up in part-time and more flexible roles because they are more likely to take on primary caregiving in their home lives. Careers, young and old, can be disadvantaged if they cannot leave at short notice for health emergencies or hospital appointments. Here are some flexible policy ideas that can make your workplace more accessible and therefore more diverse.

Flexible workday

9-5 is dead. Not everyone wants to or can sit for 8 hours straight. Some people would rather split work so they can pick up the kids, care for loved ones or attend appointments.

Remote working

This has seen a huge rise in 2020 and 2021 for obvious reasons and many people have found working from home (WFH), at least part of the time, has created a better life balance. Some people would like to WFH 100% of the time and others would like mixed. Offering WFH will improve the diversity of your crew.

Time off for health

Doctors appointments, hospital appointments, taking time off for illness. There is frequently a stigma associated with taking time off and it makes zero sense from a business perspective. A happy, healthy workforce is a productive one, so employers should allow health breaks where necessary.

Next Steps

As I said in the introduction, no one article can do this topic justice. A follow-up article is in the making on how to improve diversity through marketing campaigns which will cover our practices as marketers. The key thing to remember is that improving diversity in the workforce is not just about hiring but also about keeping your existing employees healthy and happy. We all know that hiring new people costs a lot more money than retaining a good employee. So by improving diversity, equity and inclusion in the workplace, you will improve your business from many different angles. Below are some resources I found helpful in writing this article and improving my own business and marketing. Come back soon for part 2.

Resources