Diversity in communications matters more than ever in 2021

Throughout 2020, we saw many things change: ways of living, relationships, how to leave the house safely, and what to prioritize when consuming, to name but a few.

This is what many people have come to refer to as the new normal and, however controversial the term may be, it calls for reflection and self-criticism.

What do we, as companies, want to convey to our customers? What do our customers expect from us? When does it really make sense to choose one brand over another?

Embracing diversity in communications and respecting the differences of each individual has always been important but now, in 2021, people are increasingly critical and attentive to our actions.

First steps towards diversity in communications

Thinking about diversity does not necessarily mean placing it front and centre in communication actions and strategies. It makes more sense to reinforce these themes – suchs as representation – permeate all scenarios critically.

Let’s look at an example: in a holiday commercial, it is common to see heterosexual, white couples representing ordinary families in Brazil, right? But why not blacks, who represent the majority of the national population? Or LGBTQIAP+ and disabled groups, who could convey the central message in the same way?

Thinking about representation helps to deconstruct prejudices and normalize certain realities among consumers, in addition to building the image of a brand that cares. For example, a recent Google survey revealed that most people are willing to prioritize brands which support causes such as the LGBTQIAP+ community. 

Sherlock Communications’ recent Streaming Consumption LATAM report shows that 56% of LGBTQIAP+ Mexicans are more likely to subscribe to streaming services that have inclusive content in their catalogs. All of which suggests that, by ignoring diversity in communications, you’re also ignoring a considerable amount of potential customers. 

Through proactive actions and affirmative measures for their structure and internal teams, companies also end up getting closer to consumers. Being engaged and understanding how to transform the environment in a positive way can be a great tool for conquering the market.

In practice, it pays to understand that there is no point in using a cast of mainly black people in a campaign if there are no black professionals among your employees; and to think critically about the hierarchical positions occupied by the latter: is there a balance compared to white people? Are they among the decision makers?

It is essential to remember intersectionality, and that nobody is just one thing. Therefore, having a team of diverse professionals is essential for diversity, empathy and critical thinking in various spheres.

Abandon stereotypes

When attempting to include diversity in their communications, many companies fall into behavioural tropes such as the black warrior woman, the older woman homemaker, and the straight man who dreams of dating a model…

It is necessary to escape these constructs, and consider  diversity within intersectionality (the overlap or intersection of social identities and related systems of oppression, domination or discrimination). And, increasingly, make decisions based on data. For example, a Think With Google article notes that more than 25% of people over 60 are now online. In other words, the idea that the elderly shun technology has fallen by the wayside. After all, Brazil’s senior population is increasingly active, productive and connected.

According to data recently released by Google, Brazilians have started searching more for the term “sorority”. Searches for “how to help small businesses” sky-rocketed worldwide, and “how to donate” reached its highest point since 2005. Searches for “how to fight racism” are now more frequent than at any point since 2010.

So, when aiming for diversity in communications, let’s think critically about all of these insights, and commit to working and building a better reality in our area: communication, media and online strategies. In doing so, we will gain loyal consumers who believe in our brand and our ideals.