AndHumanity Brand Inclusion Framework, Adapted from Dr. Bennett’s Developmental Model of Intercultural Sensitivity, TWI Inc. and ODR Inc.
BRAND ACCEPTANCE | OVERVIEW
Brands in this phase are in the beginning phases of ethnorelativism; these brands understand that their own culture is relative to others. There is also an understanding that different cultures are equally as valuable as their own culture, despite not necessarily agreeing with the differences. These brands have an understanding and respect that other cultures may have different communications styles and languages, however, they may lack the actual understanding and experience.
These brands are not able to completely adapt to the needs of other cultures fully.
This is not to be confused with brands with the structural frameworks in place for diversity and even employees with the knowledge skills or abilities (KSA) of different cultural norms. Having these KSAs does not necessarily mean one may be able to respect the perspective of another culture. They may not even be in the Acceptance phase, but rather caught in the Brand Polarization or Minimization phase.
However, even though it doesn’t necessarily mean that these Brands agree with other cultures, they have passed the Minimization phase and are open to accepting others differences as equally valid perspectives.
Note: Underrepresented cultures include but are not limited to BIPOC (Black, Indigenous, People of Colour), LGBTQ2S+, people with invisible or visible diverse-abilities, socio-economic status, age, gender and the intersection of these lived experiences.
MANIFESTATION
Their brand may have ‘diversity and inclusion’ values in their organizational systems, however, full embodiment and understanding of intercultural sensitivity may be limited on the leadership level. They may have “Diversity and Inclusion Directors” but may not have inclusion across their leadership or organization.
These organizations have all the good intentions of being diverse and inclusive but may lack the abilities and perspective to navigate other cultures properly.
Marketing and Communications will cover different cultures respectfully, however, a full embrace and understanding of each culture may be limited. There may be little to no authentic allyship in place to help these organizations fully embrace inclusion in their communications.
These brand’s advocacy work is around general diversity and inclusion – encompassed in their own brand work – including, but not limited to, hiring and recruitment practices, as well as training and marketing and communications audits to assess where exclusion exists. However, these practices have yet to fully mature for the brand to fully and authentically advocate for diversity and inclusion.
EXAMPLE
BUMBLE AD
Bumble’s advertisement is a great example of Brand Acceptance. A safe showcase of diversity – it displays brands embracing different cultures and highlighting them in their own space and in their own words. There isn’t a general template of a predominant culture highlighted, rather a platform for each of these individuals to represent themselves.
HOW TO MOVE TO THE NEXT LEVEL
The main differentiator between this phase and the next, Brand Adaptation, is that Adaptation brands have moved past merely respecting differences and are now able to confidently navigate between cultures successfully.
Actionable Next Steps:
- Review your brand values around diversity and inclusion, and see where the gaps are in your organization.
- Audit your Marketing and Communications and evaluate how inclusive your existing communications has been. Does it authentically highlight underrepresented cultures?
- Partner with allies from underrepresented cultures and see how you can build a strong mutually beneficial relationship.
Read more about the next phase: Brand Adaptation
NOT YOU?
Let us do a full assessment and help identify where you are on the curve. For more information and resources, contact [email protected] or check out our insights at https://andhumanity.co/insights/
