Co-creating brands, products and services with minority groups
There is a clear case for involving people from minority groups in the planning and development of new products and services. Because of their direct experiences of using services, as well as their specific needs and preferences, people from diverse groups have a unique insight into what works, what doesn’t, what is missing and what is needed.
Versiti has a sophisticated understanding of product and service co-creation. Our technology and approach have been used by thousands of organisations. We bring people from diverse groups together, over a period of time, to systematically explore their experiences, elicit their needs and engage them in collaboration to design the products and services that meet their needs in the most cost-effective way.
Our team has worked on briefs as diverse as co-designing accessible train fleets, involving LGBT, ethnic minority and older people living with cancer in co-creating inclusive cancer services and communications, and working with mothers and children to co-design fundraising activities for a global charity.
Diversity and inclusion is not just an issue for human resources, or a good thing to do as part of your corporate social responsibility, or a clever new marketing strategy to attract new consumers. Inclusive transformation is an essential strategy to capitalise on uncertain times and to future-proof businesses so you can take on global challenges.
The ASA recently courted Twitter controversy after banning two adverts on the grounds of gender stereotyping. Outrage from some is somewhat inevitable when any social justice and inclusion concern is moved forward. Criticisms levelled at the ruling have taken the form of ‘oversensitivity’ and ‘censorship’, with many wondering if these regulations have ‘gone too far’.
Black boys and young black men are under-achieving in education and in the labour market. They are also over-represented in the Criminal Justice System. To tackle these issues, four government departments and a group of 25 third sector experts came together to create the REACH programme.
Macmillan Cancer Support knew that people living with cancer who are from minority groups (either from Black, Asian or minority ethnic (BAME) backgrounds, lesbian, gay, bisexual or transgender (LGBT), or aged 65 and over) tend to have poorer experiences and outcomes in cancer services. However, they lacked evidence and insight to identify specific needs and shape future support.
Let's make this happen.