Create a deep, positive and lasting connection with new audiences
The world is becoming more diverse every single day. This is not just a matter of demographics. It is also a matter of politics and psychology: people from all walks of life and minority groups now expect to be recognised in their own terms. They want their voices to be heard, their distinct experiences and needs to be understood and catered for. They crave brands that represent them in an authentic light.
Yet, many brands have yet to take stock of this huge societal change. Many are still unaware of how diversity is relevant to their brands, of how to respond to this new reality and to capture the opportunities it presents. Those that do perceive the potential for their brands often lack the evidence to unlock opportunities and create a deep, positive and lasting connection with new audiences.
We have over 20 years experience in working with brands to help them include culturally diverse people in their strategic thinking and their overall brand strategy. Our experience spans FMCG, health and beauty, luxury goods, financial services, arts and culture, and much more.
As well as our knowledge and strategic capability, we are arguably the industry’s most qualified team when it comes to conducting robust and insightful equality, inclusion and diversity research.
Talk to us about ensuring your brand strategy embraces EDI and doesn’t miss the opportunity to benefit from the rich cultural contributions that diverse communities offer.
The new Gillette ad has caused outrage among men and the far right. Toxic masculinity has become the latest cultural talking point. Beneath the outrage, there is a complex mix of male entitlement, ingrained behaviours, sex and gender, confusion and fear, diversity and inclusion.
Shae Eccleston talks openly about her experience taking part in an online research community (run by Versiti) designed to better understand the experiences of LGBT and BAME cancer patients.
Working with and researching minority groups in the UK on issues relating to inclusion and diversity within the public and private sector has taught us many things. Here are a few of the key learnings, including the balance between individualist and collectivist cultures.
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.