Thus, in a world more concerned with inclusion and diversity, brands have not only a strategy, but also a social duty, to include these values in their practices. But how can corporate communication be adapted to this new reality? In today's post, we bring you everything you need to know about the subject. Check it out!
Diversity and Inclusion Today
When we talk about diversity and inclusion in the business world today, we clearly refer to the sectors of society known as minorities. This includes groups such as: LGBTI+; ethnic groups, such as Afro-descendants and indigenous people; people with disabilities, among others.
The discussion about the inclusion of the rights of these groups in society is, unfortunately, still very recent. Brazil is lagging behind in this regard, being, according to the NGO Transgender Europe (TGEU), the country that kills the most transgender people in the world.
And this is just one piece of information that shows how the discussion about inclusion and acceptance of social diversity has never been as necessary as it is today. That is why more and more businesses have taken the lead in some aspects of corporate communication.
A good example is Skol, which broke the paradigm of beer commercials focused on exploiting the female body by inviting female artists in 2017 to redesign old ads for the brand. In this way, the company is at a time of evolution in its marketing and communication strategies, destroying stereotypes and breaking down prejudices.
The necessary care in communication
When we talk about corporate communication applying strategies vp communication officer email list that work in conjunction with the ideals of diversity and social inclusion, it is essential to be very careful about how this is done. After all, there is nothing worse than giving the impression of cheap exploitation.
This happens because, with the accelerated development of discussions on the topic, some brands have taken advantage of the visibility of the subject to profit from it without, in fact, applying the values in their day-to-day practices.
This type of accusation is much more common than you might think, especially among the LGBTI+ community. A well-known practice, called “pink money”, consists of the exploitation of the consumption of products and services aimed at the LGBTI+ community by brands and businesspeople who, in practice, act against this social group.
With this in mind, it is essential that actions aimed at practices that respect diversity and social inclusion happen based on an internal change of values. This means that, more than taking advantage of the opportunity to show itself as an inclusive business, the company must, in fact, be inclusive.
Changing values and breaking paradigms
Respect for diversity and social inclusion is, today, a matter of evolution and fulfillment of human rights. It is understanding that each person has the right to be who they are, without suffering prejudice or discrimination, whether racial, gender, cultural or religious.
Therefore, companies that advocate this type of stance must act in favor of diversity. Good initial practices can revolve around accessibility, in actions that range from the use of Braille materials and computers for the visually impaired to even an inclusive readjustment of the staff.
In fact, everything depends on the understanding that, regardless of ethnicity, creed, social status, special needs, gender or any other factor, everyone can contribute to the company. This thinking should permeate the hiring practices of new employees and also the social actions of the company itself, in addition to the internal philosophy and the way in which employees are treated.
Respect for individual characteristics must come before any action, always free from prejudice and discrimination, since this type of thinking does not take into account each person's professional capacity.
It is also essential to take into account that the current scenario of our society is extremely unequal, meaning that minorities do not have the same opportunities as the rest of the population, which makes social inclusion policies necessary. These strategies must come not only from the public authorities, but also from the private sector, enabling all people to have access to the same rights and duties.
Corporate communication for diversity and inclusion
In a global scenario where inclusion and diversity policies represent a global trend in companies, brands that choose to remain in the past are doomed to lose audiences and be overtaken by the competition.
In this context, corporate communication and marketing are the best strategies to make it clear to the public that your business is truly inclusive and respects social diversity.
This type of strategy should be applied naturally and not necessarily explicitly. This means that simply airing a commercial in which a family is made up of members of different ethnicities and sexual orientations can be extremely representative of social inclusion. In recent years, some companies, such as the cosmetics brand Boticário, have started to air advertisements that promote diversity and inclusion.
Even though many of these issues are seen as taboo by a large part of society, it is essential that brands position themselves and act as true agents of evolution and change for a more diverse and inclusive world.
In addition to the important social role present in this type of action, there are still great possibilities for strengthening the branding of companies, which are now seen as the vanguard of a movement that is still very incipient, especially when we talk about the Brazilian scenario.
In today's world, being an inclusive company that respects people's diversity is practically an obligation for businesses that call themselves modern and up-to-date. Every person, whether an individual or a legal entity, has a civic duty to act as an agent of inclusion and respect. Are you ready to bring diversity and inclusion to your company?
