How brands need to approach EDI (Equality, Diversity, Inclusion) in 2024

As we enter the new year, brands must prioritise implementing EDI strategies correctly and here are our top tips...

Educate yourself and your team

To achieve true inclusivity and eliminate biases, education is crucial. Educating yourself and your team is essential to understanding the nuances of different cultures, perspectives, and identities. This knowledge is critical in creating content that shows respect and genuinely embraces inclusivity.

Additionally, it's essential to go beyond surface-level representation and delve into the intricacies of diverse narratives. Brands and agencies should invest in ongoing education for their teams, encouraging awareness of internal biases and promoting cultural competence.

To champion this, we organise Everyone Doing It Together (or EDI Together) every year, an event that brings together marketing and communications industry individuals to share knowledge and insights. Industry events like this are essential in creating change and providing a safe space for meaningful conversations. This year, we had an impressive panel of speakers from brands such as Aviva, Severn Trent, National Trust, and the Metropolitan Police, leading the way in tackling diversity and inclusion within their marketing strategies.

You can access the recordings from the event, which are full of valuable insights and resources, HERE.

Consider the emotional impact

It's essential to recognise the emotional toll that driving change can have, especially for those belonging to underrepresented minority groups. These individuals are often automatically viewed as experts or leaders in EDI initiatives, which can add pressure and emotional strain.

To address this, we suggest a collective approach, as the commitment to diversity and inclusion is a responsibility that should be shared across the entire team. By spreading this responsibility, brands can create a supportive environment where a single individual does not have to bear the emotional weight alone.

Additionally, establishing a culture of openness and empathy can overcome emotional hurdles and create a unified mission and sense of community.

Reflect on your workforce

Your employees are the backbone of your organisation, and it is crucial to acknowledge the immense value of having a diverse workforce. In a diverse group, different viewpoints are shared, providing unique perspectives.

When brands prioritise hiring employees from within the communities they aim to reach, whether by recruiting internally or partnering with specialised agencies like ours, they can access cultural nuances and experiences that significantly benefit their operations.

Stay consistent

We understand that committing to Equity, Diversity, and Inclusion (EDI) can be a slow and challenging process, but maintaining consistency is crucial to drive change. We recommend celebrating small victories and significant milestones to keep motivation and morale high, as they all contribute to making a difference.

It is worth noting that EDI should not be limited to just communication. It is essential to incorporate EDI principles into every aspect of the business, from hiring practices to suppliers and operations. Learning and adapting to societal norms and expectations requires a continuous effort.

By prioritising EDI, companies can establish trust and credibility within diverse communities, proving themselves as leaders in promoting positive social change.

Final thoughts

The year ahead presents an opportunity for brands to contribute to a future where everyone feels seen, heard, and valued. By embracing EDI as a core principle, brands are catalysts for positive societal change.

The time for action is now, and brands that champion EDI are the ones who will lead the way in 2024 and beyond.