Let's Be Real: Authenticity in DEAI

Now more than ever, people want to see a commitment to DEAI efforts and believe those efforts are authentic. Sarah Masoud, Director of Training and Education for the Diversity Awareness Partnership, says, “The truth is that a commitment to DEI is being demanded now. Regardless of whether leadership thinks it’s important doesn’t matter because they will cease to function if they don’t listen to the demands.” And that demand is deeper than seeing Pride merchandise or an occasional image of marginalized people on social media. Consumers want a more profound commitment from companies.

A 2021 McKinsey study indicated that social values shape two out of three of Americans’ shopping choices, leading consumers to support or avoid brands and companies based on political and social issues.

Nearly half of respondents in the same survey think retailers should support Black-owned businesses and brands. A Porter Novelli study showed that 75% of Gen Z consumers research a company’s honesty on social issues. A Deloitte study shows that 57% of consumers are more loyal to brands that commit to addressing social inequities.

What does this look like in practice? Everything from supply chains to advertising to the social causes you support can show year-round commitment to inclusion.

Partners & Suppliers

Can you evaluate your supply chain and include more minority-owned businesses? Delta Air Lines offers vodka from Black-owned Du Nord Social Spirits, the first Black-owned distillery in the U.S. Jennifer Pennington, Director of Marketing and Communications at Du Nord, said that for people of color, the impacts of showcasing brands like Du Nord go beyond the bottom line, “Seeing a reflection of yourself allows you to believe you can be part of this industry too. When barriers are removed for one company, it often opens doors for others.” The partnership with Delta allowed Du Nord to expand to new markets but also required assistance and understanding on Delta’s part. Du Nord had to ramp up production and increase bottling capacity, but Delta was patient, and Du Nord now produces enough products to fulfill the partnership. Du Nord showing up on Delta’s flights increases brand recognition and allows the story of this small distillery to be told to a broader audience. The passengers benefit too—a quality product and more choice.

Target, Best Buy, and Coca-Cola have committed to utilizing Black-owned suppliers and businesses.

Post 21 is a Black-owned store that features products from other Black-owned businesses. They also have a kiosk at Downtown Disney in California.

Diverse Visuals

Your social media channels and advertising should reflect diversity. But diversity doesn’t stop at race and gender. Diversity also includes gender identity, disability, and sexual orientation. The World Health Organization reports that 15% of the world’s population has a disability but is often left out of images and advertising campaigns. And while people notice the lack of diversity, it’s also important to remember that just including images of people of marginalized groups is not enough, but it’s a start.

Marriott International, Inc. began actively advertising to LGBQT+ communities in 2012 with their “Be You, With Us” campaign, followed in 2014 with #LoveTravels. The #LoveTravels campaign featured Jason Collins, a former NBA player, and openly gay man, and Geena Rocero, a transgender model. They have also earned a perfect score on the Human Rights Campaign’s Corporate Equality Index since 2015. The index rates workplaces on equality and inclusion based on nondiscrimination policies, domestic and transgender partner benefits, and a public commitment to the LGBTQ community.

*Infographic: PGAV Destinations. Source:* *Deloitte* *Global Marketing Trends Executive Survey, April 2021*

Highlight businesses in your community

Attractions are in an excellent position to cultivate relationships with businesses like hotels and restaurants owned by underrepresented people. There are also ample opportunities to feature products and display artwork. Discover Black Cville invites visitors to check in at Black-owned businesses in Charlottesville, VA with a digital passport.

Focus on the needs of the people you support

Are you considering the needs of marginalized groups at your location and in your workforce? Ben & Jerry’s has long voiced their views on social justice issues. Laura Peterson, Public Elations Manager for Ben & Jerry’s, said, “Ben Cohen and Jerry Greenfield valued meeting human needs and eliminating injustice, and felt businesses had a unique role in doing that. Every business decision we make, from buying recycled paper to paying fair wages, is an opportunity to act on our values.” Ben & Jerry’s began offering partner benefits to gay employees in 1989, supported Vermont’s civil union and marriage equality laws, and continues to voice support for inclusivity and acceptance.

The company values transparency in its efforts and tracks its progress and goals through its Social and Environmental Assessment Report. Peterson said, “It is increasingly important to be transparent because consumers are choosing to do business with companies that share their values. To do that, they need to know what your values are and what you stand for.”

The company also provides opportunities to learn about systemic racism and voter suppression. They hold company-wide seminars, book club meetings, screenings, and discussion groups to dig deeper into social justice issues.

Land acknowledgments and support

Many companies have started doing land acknowledgments at their locations and events. Unfortunately, the gesture may ring hollow to Indigenous people who feel the acknowledgment is just for show and does not address the ongoing issues Indigenous communities face. The Native Governance Center provides information on land acknowledgments and proposes action steps to help, like building relationships and supporting Indigenous-led change movements.

Note: Throughout this series, we will follow the AP Style Book and use the term people of color when referring to people of any race other than non-Hispanic white. We sincerely apologize in advance if this choice creates discomfort, and we welcome any reader to contact us and continue the discussion.

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