Written by Marissa Thiem, Director of Marketing at Stuf
We've all seen a failed or offensive brand campaign and asked, "How did that happen?", like a soda can or cultural item tapping into a major "new" trend to stop the protest. We think. The answer may not be who is in the room to make the decision, but who is not .
Organizations often assume that campaigns are designed with different audiences in mind, regardless of their audience. While the importance of diversity is not limited to marketing, the nature of our work is simply more visible to the outside world, creating more room for celebration and criticism. It is important to emphasize our responsibility as corporate marketers. Here are some ways to make it work better.
Building a diverse team
First, building a team with diverse cultures, experiences, and perspectives inevitably leads to a more promising vision. A team that represents the community as a whole is better equipped to serve and speak to that community through products, messaging, and content. When people from different backgrounds work together, they come up with creative solutions that other team members might not have thought of otherwise and act as a sounding board to filter ideas that could alienate the group. Organizations are beginning to understand the importance of diversity within teams and leadership. However, there is still a long way to go, so recruiting and hiring tactics that build representation are essential.
embrace the uniqueness
Bridging the gap starts with everyone being different and bringing something unique to the table. The goal of a diverse team is not to argue until everyone agrees, but to question, understand, and empathize with those who disagree. Encourage team members to share their ideas and really listen before you act. Fostering individuality and inspiring team members to lead with integrity will naturally bring out their strengths, creating a well-rounded team.
One way in Stuf is to start each team's status with a "Topic of the Week". Although the topics cover different categories, they always allow us to discover something new about our colleagues and give us the opportunity to share about ourselves. Through these simple 10-minute weekly exercises, we gain insight and value the experiences, perspectives, and opinions of team members.
Foster a collaborative environment
Having a diverse team is not enough. You also need to make sure team members are empowered to share their ideas and provide constructive feedback. People won't speak up if they don't feel like they're really being listened to or taken seriously. Implement processes that foster the creativity and contribution of team members with different communication styles. Try a mix of group brainstorming sessions, small group discussions, and polls that allow people to contribute asynchronously. Creating an environment where everyone feels valued and encouraged to share their ideas will lead to the diversity of thought essential to innovation. So incorporate different perspectives and ideas into your next campaign or project throughout the process and end result.
know when to call
Trust your intuition; If that sounds bad, chances are other people feel the same way. Saying goodbye to a once-promising concept is difficult, but it becomes an easy decision when it's based on the expected result rather than the time or effort required. Not all ideas will be successful. Don't be afraid to accept it and move on to the next opportunity.
Diversity is a competitive advantage in all areas of business and life and leads to more creative ideas and innovative approaches. It also provides opportunities to promote engagement with the company and create an environment where employees feel valued and inspired to reach their full potential. For marketers, this environment produces better results and creates a culture of strong trust and engagement with audiences.
