AndHumanity Brand Inclusion Framework, Adapted from Dr. Bennett’s Developmental Model of Intercultural Sensitivity, TWI Inc. and ODR Inc.
BRAND ADAPTATION | OVERVIEW
This is the highest level a brand can achieve without being founded on the brand values of inclusion. These organizations have been able to be integrate inclusion in their organizational processes and/or marketing and communications, allowing enough flexibility that it can adapt according to the unique needs of each culture. They can authentically navigate between more than one culture and have an innate understanding of the needs and pains of each which are reflected in their product and service offerings, advertisements, and/or hiring and management practices.
However, these brands may not necessarily be without their faults; a brand can have contradictions where some parts of the brands may be not aligned with their inclusive values. These faults will make their customers who value inclusion waver in their trust with the brand.
Many of these brands have strong understanding of a few cultures and fail to service all underrepresented groups within their customer mix. For example, there are organizations that serve a subsection of BIPOC well, but not BIPOC such as the Indigenous community. Others may serve age well, but not their customers that have diverse physical abilities. Furthermore, most brands have challenges recognizing and addressing the complex intersectional identities where individuals are part of many underrepresented cultures.
Another way these brands lack inclusion is that they may be excellent in inclusion with their marketing/communications, and generally with their organizational processes, but still have faults in their vendor procurement practices. Or vice versa — great internally with their operations but mediocre in their ability to create inclusive communications.
Inclusion is an ongoing journey and needs to be upheld and paid attention to regularly to maintain relevance, thus, it may take a lifetime or more for an organization to be truly and fully inclusive.
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
Brand Adaptation organizations have done excellent diversity and inclusion work either internally and/or externally.
Their brand has ‘diversity and inclusion’ processes and systems in place locally or globally throughout their internal and external organizational practices. They have diverse leaders who are authentically included and heard in the process and have the ability to affect change.
As well, they may also have strong inclusive marketing and communications practices that allow them to navigate between all cultures effectively. They are culturally literate and are able to create content that is authentic and resonates with key groups.
Their advocacy work is either through pushing their industry to embrace diversity and inclusion, or advocating for inclusion in society as a whole.
EXAMPLES
BEN AND JERRY’S
Ben and Jerry’s doesn’t shy away from dealing with racial inequality. They have been doing it before it was even a trend; embracing inclusion in its brand values even though it very little to nothing to do with the product itself. Their advocacy work is about pushing society to be more inclusive of BIPOC folks, and they have done excellent work for this underrepresented group, however, they may have more opportunity to ensure that their overall practices are inclusive of their entire customer mix.
NIKE
Nike is a prime example of an organization that does great Marketing and Communications work and has a diverse team, however, there is question about how truly inclusive they are based on their use of sweatshops in China that use forced labour. According to Washington Post article written in 2020, Nike uses a sweatshop in China that forces Uighurs women in their 20s to make Nike shoes.
Nike’s Advertisements, on the other hand, have been effectively pushing boundaries in the diversity and inclusion space, and they have been doing so for a while. Much of their work started off with women but they have expanded to include BIPOC including showing solidarity with Colin Kaepernick after his controversial silent protest in the NFL.
HOW TO MOVE TO THE NEXT LEVEL
The main differentiator between this phase and the next, Inclusive Brands, is that they were built with inclusion from inception. While most brands may not be able to claim this, you can learn from these brands by recognizing how an organization embodies their brand values internally and externally without necessarily needing to make it front and centre, because it’s actually a part of their DNA.
Actionable Next Steps:
- Identify where your blank spots are and become familiar with intersectional identities and how that affects their experience with your brand.
- Look at your brand culture and values and evaluate these gaps and work to adjust them and address them publicly before losing trust with your target audience.
- Advocate for these underrepresented groups beyond your industry. Be an authentic ally and ask yourself, what are the main barriers they face, and ask them how you can help, even if the answer may have nothing to do with your organization.
Read more about the next phase: Inclusive Brands
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/
