AndHumanity Brand Inclusion Framework, Adapted from Dr. Bennett’s Developmental Model of Intercultural Sensitivity, TWI Inc. and ODR Inc.
BRAND Minimization | OVERVIEW
These brands have moved away from polarization and defensiveness but are still considered ethnocentric. Although these brands continue to see themselves as the more central culture, they are inviting to others to share in their values. As these brands invite others into their space, some may fall back to polarization as they are challenged or threatened. These brands tend to focus on the similarities between cultures.
There is an assumption in this level that other cultures feel and experience the world in the same way, therefore, all communications are universal regardless of culture. This is reinforced by a fundamental belief that there are biological or universal experiences for all humans that make us fundamentally the same. On some occasions at this level, there is even recognition of the differences, but there is still of ability to adapt to the differences.
It’s important to note that many early adopters of diversity and inclusion may fall into this space. They may not be interculturally literate but would like to support the cause and are only beginning to learn how to navigate this space.
Many international brands who want to play it safe will create communications and advertising in this space because it is a safe position, as it’s where most of the populations sits as of right now. However, rising evidence is showing that younger generations are no longer of this mindset; Accenture and Microsoft Advertising did a study that showed “70% of millennials and Generation Z will choose one brand over another if it demonstrates diversity in its promotions.”
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
These brand’s values are welcoming to all as long as they fit into the dominant culture of the organization. The sub-cultures would need to adapt or focus on the similarities they share with the dominant culture, and when these company cultures are challenged, they may fall back to Brand Polarization.
Marketing and Communications will tend to tokenize; the dominant culture will be of the dominant group while individuals from different cultures may be represented – but only on the sidelines – to show diversity. They are usually feel-good ads in this space that can get a lot of traction and therefore falsely reinforce that they are inclusive, but in reality, they still focus on an ethnocentric approach.
Their advocacy work would be around universal existence without recognizing the unique needs of each culture.
EXAMPLES
Coca Cola AD
One of Coca Cola’s most famous advertisements in the world, is still recognized today as one of the most inclusive advertisements. “In 2007, Campaign magazine called it “one of the best-loved and most influential ads in TV history” and the commercial has continued receiving accolades even in more recent times. In 2000, Channel 4 and The Sunday Times ranked the song 16th in the 100 Greatest TV Ads, while in 2005, ITV ranked the advertisement 10th in its list of the greatest advertisements of all time. – Wikipedia
Unfortunately, this advertisement is not as inclusive as it seems.
This song hit the charts when it was released. It showcases how at the time, most of the world’s population was open to the idea of inclusion but really not sure how to navigate it properly.
HEINEKEN AD
This is a more recent example of a brand showing inclusiveness in the Brand Minimization phase. Some of these individuals in the advertisement are at the in the minimization phase as well – they are willing to sit down with another but still hold strong beliefs that their culture is superior to others.
HOW TO MOVE TO THE NEXT LEVEL
The main differentiator between this phase and the next, Brand Acceptance, is that Acceptance brands have moved past trivializing differences and are now recognizing – and celebrating – the value of differences that exists between cultures.
Actionable Next Steps:
- Brand Values that recognize and respect different nuanced cultural values and behaviours.
- Creating authentic allies with your organization to help continue to broaden and inform your understanding of other cultures.
- Creating Marketing and Communications beyond tokenism or portrayal of individuals within your cultural norms, and showcasing other cultures in their norms.
Read more about the next phase: Brand Acceptance
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/
