“Real diversity and inclusion doesn't mean that we will always agree. It means that even when we disagree, we can still respect each other.” – Justin Jones-Fosu, CEO of Work, Meaningful
Diversity and inclusion aren’t just buzzwords. They’re crucial for innovation and sustainable growth since they give you a vast range of perspectives and experiences, as well as fresh ideas. As a CMO, your role goes beyond brand strategy – it’s also about crafting narratives that resonate with your audience segments.
But, what does meaningful action look like?
Here are the top strategies you might want to consider when it comes to diversity and inclusion so you can strengthen your brand and drive customer engagement.
1. Hiring and talent management
Diversity starts with hiring, but it doesn’t stop there. Many companies are creating programs to ensure equal access to opportunities, eliminate bias, and support career development for underrepresented groups.
Once diverse talent is in the door, you must ensure equal opportunities for growth. Things like mentorship programs, leadership training, and sponsorship initiatives can be incredibly helpful.
What’s more, ensure equal pay and correct disparities if/when they happen.
How are companies doing it?
Microsoft has a Neurodiversity Hiring program designed to bring in talented people with neurodivergency, which means offering tailored interview processes and career support.
Salesforce conducts pay audits to ensure employees are paid fairly and close wage gaps on gender and race.
Accenture aims to become as diverse and inclusive as possible. In fact, they have plenty of use cases on their site showcasing people’s real stories of acceptance.
Their efforts have netted them a 103.4% out of 100 on the Workplace Pride Global Benchmark and inclusion in the Bloomberg Gender Equality Index as a top-scoring org, as well as many other accolades.
2. Employee resource groups
Creating an inclusive culture doesn’t happen accidentally – it requires intentional spaces where staff can connect, share experiences, and advocate for change.
Employee resource groups, or ERGs, offer spaces for people from underrepresented groups to do just that. These voluntary, employee-led groups are often crucial when it comes to shaping company policies and creating inclusive environments.
Some companies even provide funding and sponsorship for ERGs so they can have the resources they need to make an impact.
In essence, ERGs give employees a voice and ensure that diverse POVs are considered at all levels of a company.
How are companies doing it?
Google has ERGs like the Disability Alliance, which is for Google and Alphabet employees “who care about disabilities, learning differences, special needs, and neurodiversity, for themselves or a child, relative, or friend.”
This group has chapters in 18 countries and thousands of members.
Intel is another company investing in diversity and inclusion through ERGs, as they have several of them.
For example, the Women at Intel Network focuses on gender equality and increasing the number of women in leadership roles, as well as providing mentorship and professional development opportunities.
LinkedIn also has several ERGs, such as Out@In (an LGBTQ+ group), Women at LinkedIn, and Veterans at LinkedIn, which connects “our LinkedIn veteran and military employees and allies.”
3. Supplier and business partnerships
If you’re serious about diversity, you must go beyond your workforce and extend it to your business practices as CMO. Partnering with people who share the same values and/or who are also part of underrepresented groups can be a powerful way to make an impact.
By diversifying supply chains and partnerships, you can help drive economic equity while enjoying fresh perspectives and innovative solutions from your partners.
How are companies doing it?
Starbucks’ Supplier Diversity Program is aimed at businesses “certified as ‘diverse’ by a third-party agency with products and services relevant to Starbucks” – to qualify, businesses must be “51% owned and operated by a woman, minority, veteran, person with disability, LGBTQ, or a socio-economically disadvantages small business.”
Xerox has a Supplier Diversity Program as well, focusing on things like training and education, and recognizing suppliers. Last year, they spent $32 million on minority-owned businesses, $22 million on woman-owned businesses, $6 million on veteran-owned, and more.
Cargill is another org doing the same. Their Diversity Supplier Program focuses on choosing the right suppliers and providing equal opportunities to all businesses that meet their procurement needs.
4. Inclusive products and marketing
Representation in the products and marketing that you put out into the world is also key. Many orgs are increasingly focusing on making their products, services, and marketing campaigns more reflective of diverse audiences.
For instance, designing accessible products that accommodate different needs, from physical disabilities to neurodiversity. Or, rethinking representation in advertising by making sure that your marketing reflects a broad range of racial, gender, and cultural identities.
If you can do this well, you won’t just attract a wider audience, but also foster loyalty and trust by showing that inclusivity is a core value for you, not an afterthought.
How are companies doing it?
LEGO launched its Dreamzzz toy sets, which weren’t designed with one specific gender in mind. They said:
“Our research has been so lengthy because we wanted to invite both genders equally to this franchise so it’s important that everything we developed would resonate with boys and girls equally, which is why we had to pivot many times.”
This way, LEGO aims to improve diversity in its advertising and promote inclusive play.
Kmart Australia has taken steps to ensure its products and marketing reflect the diversity of its customers by introducing fashion dolls representing people with disabilities. The goal is to normalize and destigmatize disability.
Xbox created an adaptive controller to accommodate gamers with physical disabilities, enabling a more inclusive gaming experience.
5. Training and education
A company’s culture is shaped by how well employees understand and practice inclusion, which is why many orgs are investing in training programs that address bias and promote a more inclusive workplace.
But the most effective training goes beyond one-time workshops. For example, why not integrate ongoing education into your culture and offer learning opportunities through interactive discussions, guest speakers, and scenario-based training?
You can even offer leadership coaching so that middle and senior managers have the tools to support diverse teams effectively.
How are companies doing it?
Code First Girls is an org based in the UK that aims to reduce the gender disparity in the tech industry by offering free coding courses to women and non-binary people.
And it doesn’t need to be just courses. For instance, a few years back, Starbucks closed all U.S. stores to carry out racial bias training after an incident. The goal was to prevent discrimination from happening in their cafés.
Hilton requires employees to complete diversity training to ensure everyone provides a welcoming environment for team members and guests. This training includes Anti-Trafficking, Diversity and Inclusion, and Harassment Free Workplace.
6. Community and social impact
Beyond internal policies, many orgs are stepping up to drive social change in the wider community, such as advocating for policy change and funding social equity programs.
By doing this, you can create sustainable programs that drive meaningful, lasting change.
How are companies doing it?
Cisco has showcased a strong commitment to workplace equality and community engagement by encouraging leaders to engage with employees from diverse backgrounds to better understand their experiences (and create a more inclusive environment). They also pledged US$50 million to address homelessness.
e.l.f Beauty is known for its commitment to inclusivity and social impact, and they continue to increase investments in community partnerships and supplier diversity, highlighting that inclusivity is integral to innovation and success.
In fact, the CEO said: “Our mission is to make the best of beauty accessible to every eye, lip, and face. One of the best ways we know how to live that mission is to have an employee base that reflects the community that we serve.”
The Wonderful Company is dedicated to enhancing the communities where their employees live and work – for example, they offered US$25 million for more than 2,300 company-sponsored scholarships for children of their employees. With this, they promote social mobility and higher education.
In short
Diversity and inclusion are not just about meeting quotas, but also about creating workplaces, products, and ecosystems that reflect and serve a diverse world.
Some of the world’s most successful companies recognize that diversity and inclusion is an ongoing journey that requires continuous learning, accountability, and action – as a CMO, what strategies do you apply or which ones do you want to implement?
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James Shaw
