Diversity, Inclusion
and Multiculturalism
Related & Important
but not Identical
Nowadays, the business community understands the value of
subscribing to sustainability and
the business-building benefits it presents companies that do.
Thanks to scientific, professional and consumer articles on
the topic, customers are favoring businesses that have a demonstrated
commitment to sustainability.
The United Nations,
countries and local communities have adopted the 17 Sustainable Development Goals (SDGs) as guides to creating a
world in which everyone can participate equally, profitably and constructively without
damaging the present and future. As I have already written on numerous occasions,
businesses are earmarked to earn trillions by embracing sustainability. The
SDGs have the potential to unleash innovation, economic growth and development
at an unprecedented scale and could be worth at least $12 trillion a year in market opportunities and generate up to 380
million new jobs by 2030.
Major multi-national corporations as well as neighborhood stores
tend to benefit from this trend as consumers seek out likeminded retailers and spend
their hard-earned money with those that are sustainable.
The 17 SDGs evenly address not only top-of-mind
environmental issues like forests, water and pollution but also lifestyle
matters.
As a result, societal interest in multiculturalism,
diversity and inclusion is growing based on SDG 5 – Gender Equality and SDG
10 – Reduced Inequality. Or, perhaps because of people’s innate interest in
being fair and humane. Large and small businesses as well consumers globally
and locally feel comfortable with these topics, search for them and promote
their participation in them. Obviously, the more people that are involved in
commerce – producing, buying and selling – the better the economy and
livelihoods will become.
But there’s a caveat that businesses that are on the
starting line or growing should take into account. Yes, focus on diversity,
inclusion and multiculturalism because the marketplace, suppliers, consumers
and society come from that salad bowl, in which all of the ingredients are
individually tasteful, but to be genuine in your intentions you must simultaneously
practice all three concepts. Why? Because while they are related, they are not
identical.
“A strong D&I program is necessary for corporations to
build an organization that reflects the society and marketplace they operate
in. Diversity helps in bringing the right representation, and inclusion is a
must to having these voices heard at the decision-making level,” noted Isaac Mizrahi in an article last fall
in Forbes.
“An effective D&I program can serve as a springboard for
an inclusive approach across all stakeholders, including not only employees but
also suppliers, retailers and consumers. And precisely because retailers, and
consumers should be engaged in this effort, the multicultural marketing
discipline and its expertise is required.”
To be sure, diversity and inclusion are incomplete without a
well-developed multicultural marketing program that addresses all or as many as
possible segments of society, and multicultural marketing is insincere if your
business doesn’t include in all positions and responsibilities representatives
of as many segments of society as possible.
The difference is belief and practice.
Mizrahi quoted Gonzalo
del Fa, president of GroupM Multicultural, as saying:
“Some marketers believe that having a D&I corporate
program can replace having a multicultural marketing strategy. Unfortunately,
that is not true. D&I is an internal effort that a corporation commits to
encouraging a work environment that inspires diversity of representation and
thought, promotes and celebrates inclusivity, and provides equitable
opportunities to all.
“Multicultural Marketing is an external effort for a
corporation to promote and sell products or services, including market research
and advertising to one or more audiences of a specific ethnic background.
“We have proof that D&I is a source of tremendous
benefit for organizations because differences in background, experiences, and
thinking lead to increased innovation and insight. However, those innovations
and insights need to be communicated to multicultural consumers in a relevant
and authentic way, and that is only possible by having a proper multicultural
marketing strategy.
“A D&I program is always welcome for a corporation to
create an inclusive working environment, but a multicultural strategy is
imperative for a business to grow.”
Internally, your human resources team should be intimately
involved with diversity and inclusivity leadership programs that create value
and hopefulness for all of your employees.
“It can shape our opinions of ourselves and the people
around us for better or worse,” Monique
Nelson, and Doug Freeman, from Uniworld Group, told Mizrahi.
In other words, your company, executives, all employees –
your most valuable asset, supply chain partners and consumers should be tuned
into this campaign because, basically, they’re all humans who in the course of
their lifetimes can be sellers and buyers.
“To ensure that advertising is truly representative means
that businesses, when engaging consumers, suppliers, distributors, and
employees, must understand and share a common goal that we all exist together
in our communities, in our companies, and on this common planet,” Nelson and
Freeman observed.
Luis Miguel Messianu
succinctly summarized the issue for Mizrahi that is worth remembering: “D&I
is about values, and multicultural marketing is about driving value.”
In New Jersey, visit the Small Business Development Centers (NJSBDC) or the New Jersey Sustainable Business Registry
(or your state’s ASBDC center) about
becoming sustainable, helping the planet and growing your business.
Sustainability can boost your business. So join the
conversation or start one about small businesses and sustainability. Tell your
trading partners, customers, media and local officials about your activity to
help your neighborhood. You may be surprised by the number of people you will
quickly attract as followers.
I’d also like to invite you to visit my Thought Leadership
website:
If you’re looking for advice on recruiting, company
handbooks, immigration policies and other human resources topics, I’d like to
suggest to you this interesting website:
Scroll through my blog to read about more ways to promote
yourselves and boost your outreach.
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