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Process is Paramount in Inclusive Marketing and Communications

To all Marketing and Communication Leaders,

Contrary to popular belief, the “who” and the “how” is just as important as the “what”. In an industry where ROI is often put on a pedestal, the importance of an inclusive process is often forgotten.

Instead of only asking yourselves “what will the end product look like?” or “what are the results?”, you should be asking:

– Who was behind the strategy?
– Who developed the creative?
– Who led this initiative?
– Who might’ve been tokenized?
– Who told the story?
– Who had final say?
– How was the strategy developed?
– How were the power dynamics?
– How safe were the collaboration spaces? How brave were they?
– How is the brand advocating for the marginalized groups they’re targeting?
– How did people feel being a part of it?

A good end product will not cover up the negative impact you make from a harmful and un-inclusive process.

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How inclusive is your brand?

Adapted from Dr. Bennett’s Developmental Model of Intercultural Sensitivity, our self-assessment tool can help you learn how inclusive your brand is, as well as next steps and tips to improve.

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