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It’s not Black and White: How brands are getting their diversity and inclusion wrong.

  • Many brands have attempted Diversity and Inclusion (D&I) and, much like sustainability, have created campaigns that expound insincerity due to their reactionary tone.

  • Diversity and inclusion are not synonymous, however are equally important drivers in our modern business landscape. 

  • Introducing a Human-Centric Vision allows for a brand to institutionalize a progressive and culturally relevant ethos and invite an innovative culture that speaks authentically to its community and helps attract the best talent.




Introducing the 2 most ubiquitous words of the last year: Diversity & Inclusion. 

How about we stop, pause, and think about the meaning of these two words for one second?


  • Diversity is about recognizing, appreciating and cherishing all the ways in which people differ - i.e.: their fundamental strengths: life experiences, age, ethnicities, cultural backgrounds, etc. Diversity enriches the collective by bringing to any table a multitude of opinions, perspectives, and ideas. 

  • Inclusion is about making sure that each individual and their respective opinions and ideas are not marginalized but on the contrary, heard, valued and given power, a voice and decision-making authority. Inclusion lays the foundation for a heterogeneous and constantly evolving culture which is crucial to ensure the perenniality of any brand (or society).



So, why have these two terms become so omnipresent in our day-to-day lives?

(Fun fact: check Google Trend here to see the exponential increase in people searching for the terms since 2018)

  1. The world is changing. (Cultural) revolutions are happening with greater frequency and ferocity.

Over the past few years, we’ve witnessed a chasm, the increasing fragmentation and polarization of our societies around the globe.

Technological and scientific advances, as well as societal revolutions (Me Too/Time’s Up, Black Lives Matter (BLM), March for our Lives, etc.), political upheavals (Hong Kong’s Umbrella Movement, France’s Gilets Jaunes, etc.) and public health crises (e.g.: ebola, and of course COVID globally) compound at a frenetic pace, leaving us feeling, quite legitimately, caught up in a whirlwind.

People are raising their voices, rebelling against the status quo; all the while trying to strive for reconciliation, unity and positive change. What’s more, is that consumers are voting with their wallets on companies that align with their beliefs. 


What it means for brands: without a moral compass, brands are at risk. They are being caught off-guard and reactions are often deemed inauthentic or tone-deaf.


In a recent BOF podcast, KINDUSTRY’s founder - Rob Hoppenheim, spoke on diversity in the fashion industry, stating that;

“You can’t be in a bubble when thinking about your business. You really need to take inputs from the trends that are happening globally, culturally, geopolitically or in terms of public health. Whether we’re working with luxury, fashion, beauty brands, the United Nations, or even countries, all these elements come together and inform each other.” 


Brands without a compass that fell into trouble:

  • Countless CEOs stepped down during the Black Lives Matter protests, for a variety of racist allegations, including the CEO of Reddit, Crossfit, Reformation and Refinery29, to name a few. See more here. 

  • Thousands of #BlackOutTuesday Instagram posts were published in support of BLM, however, the aim to spread information on how to actually help was lost in the sea of 20 million + generic posts.

  • L’Oréal was in the hot seat over their BLM Instagram post: “Speaking out is worth it” which reaped an emotional comment from a Black Transgender model and ex-face of the brand who was previously fired for a Facebook post accusing the brand of being racist. Three years later she has been rehired in a consultancy position and offered a public online apology from L’Oreal. 

Influencers caught posing at BLM protests saw backlash from communities and allegations of trend riding. 

2. Youth is paving the way

*Check our article on communicating with Gen Z here*

Younger generations, both Gen Zs and Millennials, are big powerhouses behind the promotion of diversity and inclusion in the workplace and throughout society as the new standard (yes, younger generations are motivated by much more than simply getting more “hearts and likes”). And with Millennials expected to represent 50% of the total luxury market by 2025, the trend is here to stay, even for the most storied of brands.*

What the younger generations expect from brands with respect to diversity and inclusion:

  • They expect brands to deliver on it in a truthful and authentic way (both online and off or internally and externally) - or fear the backlash. Procter & Gamble (P&G), the owners of the brand Dove, have championed inclusivity with their social impact campaigns and partnerships with GLAAD, an LGBTQ media advocacy giant. 

  • They expect more from brands - i.e.: quick donations are a bandaid for a bullet wound. They want action rooted in purpose. Symbols and slogans are no longer enough. As a point to take action further, Adidas has announced it will be investing $20 million (USD) in Black Communities in America, which includes 50 full university scholarships each year.

  • They expect a dialog and in some cases a co-creation, which means that inclusion (i.e.: having your voice heard and valued) is essential. Skin & Me, a UK-based personalised skincare brand, allows you to co-create the right product for your skin type and concerns and use a diverse range of models to showcase their products. 


With that in mind, how can brands do diversity and inclusion “right”?

Beyond diversity and inclusion, the opportunity for brands is to transform and/or evolve from the core and institutionalize a progressive and culturally relevant ethos by formulating a 360 degree Human-Centric Vision. One that puts people at the centre of decisions, growth, social, economic & environmental impact.

A Human-Centric Vision allows for a brand to foster a progressive, culturally relevant as well as creative and innovative culture, charging it with resilience and the ability to continuously look for opportunities, growth and to attract the right talent.

Essentially it is about building a compass that helps inform how the brand will act, react (particularly in times of disruption), communicate, and evolve over time.

KINDUSTRY’S TAKE:

  • Make a real investment in understanding where the world is at and where it’s going. - See our “Culture Lab” as an example.

  • Listen to, and incorporate the input of your stakeholders (customers, employees, partners, etc.) at all levels as you guide your brand.

  • Think critically about your brand values - this goes well beyond writing statements that simply sound appropriate - and do the work to truly evolve them, make them actionable by your organization.

  • Put your money where your mouth is: people are looking for long standing, measurable investments in these important areas.

  • Communication is key: get ahead of the issue and show market leadership. 

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Reach out to discuss the strategies discussed in this article here.

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