Inclusive Marketing Is All of Our Responsibility

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Inclusive Marketing Is All of Our Responsibility

4 min read

Humans are social creatures at heart, and we take a lot of cues from our environment. We unconsciously use those cues to help calibrate our sense of “normal” and triangulate our place on the social map. If the cues that we’re getting from our environment tell us in subtle ways that we aren’t part of the definition of “normal” or if they flatten aspects of our identities into tropes and stereotypes, that has a significant effect on the way we view ourselves and each other.

As marketers, our job is to build the bridge between brands and their customers in creative and engaging ways. To do this effectively, we often tap into what we see as common cultural understandings and use them as vehicles for our messages, then project those messages at scale to the public. But it’s critical we understand that we have the power to “normalize” culture. Our work can foster either belonging or exclusion, and we haven’t always gotten it right.

It’s our responsibility to use our tools to celebrate people as they are and respect the depth and nuance of the audiences we speak to on our clients’ behalf, fostering belonging through accurate and respectful representation. This requires a shift in the creative culture of our industry toward more inclusive marketing. And that shift starts with each one of us.

We Have a Lot of Work to Do, and It Can’t Wait

The work we do focuses first and foremost on our clients’ goals—often with very little thought put towards the secondary impact it may have. One of the tools we use to further our clients’ goals, for better or for worse, is aspirations. We often try to present a case where our products or services will help people achieve some aspirational state—frequently one that we’ve conveniently painted for them.

While this may feel a bit disingenuous at best, it can be downright dangerous when applied to cultural norms or stereotypes that don’t offer a healthy reflection of the people in our culture—and it’s critical that we understand the role we play in defining so-called ideals. For example, aspirational marketing around certain “ideal” body types has contributed to a host of unhealthy side effects, including an epidemic of eating disorders. Aspirations-oriented marketing has also played a role in perpetuating an idealization of lighter skin tones, which can have an awful impact on how people view themselves and each other relative to perceived “norms” around attractiveness.

The challenge is that any decisions we make that aren’t directly informed by the brief come from our own perspective and experience, which leaves a lot of opportunity to project our own biases and incomplete understanding out to the world. Ideally, all of our creative, strategy and account teams would be full of diverse and intersectional viewpoints that round out each other’s perspectives and offer opportunities for us all to learn. However our industry has a big problem with representation overall and, even if some agencies are doing a good job at pulling together people from different lived experiences, the training, recruiting, and shifting leadership profiles that are really needed to make a difference at any scale will be a long-term effort.

But we can’t wait. And the plan should not be to make it other people’s responsibility to fill gaps in our understanding. The responsibility is on us to better understand the people and communities we communicate with to ensure that what we project into the environment represents them in positive and inclusive ways.

How We Addressed this Challenge

At Media.Monks we started to explore what this responsibility meant in earnest a few years ago. Our first step was to create an internal working group so we could share experiences and learnings and develop our point of view as a marketing organization.

As we began this work, we found there were very few resources available that discussed inclusion and representation in the context of marketing creative. We found lots of great examples of things that worked, a lot of wonderful discussions that focused around individual communities, and a ton of data, but nothing that pulled it all together into one place that we could share with our broader teams. So we set out to do it for ourselves.

What began as a group of volunteers with a common interest in furthering our inclusive marketing efforts and approach, developed into a full blown, year-long (plus) labor of love, listening to the voices around us and developing guidelines for creating diverse and inclusive marketing practices and content.

We use this work to help train ourselves in the development, curation and delivery of content and uplevel the baseline cultural awareness of our creative, strategy and account teams. And we’re sharing our work with the creative industry at large.

A person looking over pictures on a wall with a pen writing notes

Let’s Use Our Power for Good

Many in our industry have already taken important steps toward more inclusive content and campaigns. We admire brands like LinkedIn for highlighting the positive impact of a diverse workforce, Nike for celebrating all kinds of athletes and Oreo for showing us what it means to be an LGBTQ+ ally all year long. We admire these brands even more for going beyond a single campaign and striving to make inclusivity and representation values that live as an integral part of their marketing efforts, every day.

This is no easy task. It means continually seeking out ways to demonstrate that we see, hear and value all of our customers. It means showing up to every strategy session, brief, photoshoot and creative review with an inclusive mindset. It means doing our best to do what’s right, always. That’s why it's important to create guidelines and materials easy for teams to digest, use and refer to as they produce work.

As marketers, we have the power to create real change when it comes to inclusive marketing. Let’s continue to learn from each other and be open to support so that we can further the industry together and use our power for good.

Media.Monks Inclusive Marketing Lead Sam Haskin shares the role that marketing plays in initiating inclusiveness—and where brands can begin. Media.Monks Inclusive Marketing Lead Sam Haskin shares the role that marketing plays in initiating inclusiveness—and where brands can begin. diversity and inclusion inclusive marketing inclusive design

Want to Make the World a Better Place? Start by Fully Embracing DE&I and Wellness in Your Workplace.

Read more about Want to Make the World a Better Place? Start by Fully Embracing DE&I and Wellness in Your Workplace.

Want to Make the World a Better Place? Start by Fully Embracing DE&I and Wellness in Your Workplace.

7 min read

The past 18 months have presented unprecedented challenges for all of us: a life-threatening pandemic, social and political dissension and unrest, and escalating racial injustices. People have lost loved ones, jobs, and, for most of us, a familiar way of life—while also taking on a multitude of additional responsibilities and worries.

Yet, when the tragic killings of George Floyd, Ahmaud Arbery, Breonna Taylor, Elijah McClain, and others—all within a close proximity of time—pointed a national spotlight on racial injustice, many well-meaning companies, brands, and their leaders were ill-prepared for the public outcry for them to act. And many of their responses, while well-intentioned, rang hollow.

Now well into 2021, we continue to be faced with challenges—including more and more violent acts of racism in the US and beyond, like the persistence of devastating anti-Asian hate crimes. And the effects of pandemic-induced stress and isolation continue to take their toll on us. As business leaders, we are called to show up differently in this new landscape, to use our companies and resources as change agents for good.

Our global agency, Firewood, was built on people-centric values based on respect and inclusion that have always guided our actions. That said, the events of 2020 stress-tested every aspect of our business and our decision making. We didn’t do everything perfectly, but we hit upon some strategies that served our employees well. While acknowledging that everyone needs to assess and act upon their own situation, we felt it important to share what worked for us with the hope that it may work for you. One imperative that’s risen to the top of our priorities is to double-down on centering our people by prioritizing well-being and incorporating diversity, equity, and inclusion (DE&I) fully into how we operate.

Lay your foundation

To effect real change in today’s world, you must be willing to look within to ensure you’re doing everything you can to create a diverse, equitable, and inclusive world—and it begins with creating an inclusive workplace. When you accomplish this and live it every day, an inclusive viewpoint becomes ingrained in the way employees interact with each other, and how—as a company—you interact externally with the world.

Setting a foundation to operate with a DE&I mindset in all areas of your business is essential, but to get there you need to first take a hard look at your current company culture and work environment. Sounds like a tall order, right? Here are some considerations to get you started.

Look in the mirror. Are people of diverse backgrounds and points of view able to be their authentic selves in your workplace? Does your company have a guiding set of principles that everyone understands, agrees with, and adheres to? Do your actions as an individual leader and as an organization exemplify—in all situations—a set of values? If you answered “no” to one or more of these questions then it’s time to sit down and draw up a new game plan that includes a foundational set of guiding principles and values as well as ways to ensure values are shared and reinforced with employees.
Understand your reach. None of us operates in a bubble—our actions create ripple effects that either help nurture DE&I so that it grows and flourishes, or serve to undermine it—there’s no neutral middle ground. Your employees, your colleagues, and your clients are all part of wider communities that will be impacted and influenced by the actions you, and your organization, take—or not. And very simply put, there is complicity in silence. So, ask yourself what you want the world to look like and then set out to lead by example.
Create and promote an environment where everyone feels comfortable being themselves. Evaluate your recruiting processes and opportunities for growth within the company to ensure you’re hiring and promoting with a DE&I mindset. Incorporate DE&I practices into your culture and train managers and employees so that everyone is working toward an environment that supports belonging for all people. And provide pathways for people to freely voice their opinions. When people work in an authentically diverse and inclusive environment, fresh ideas, creativity, and innovation will begin to positively influence the workplace and your work product.

Here’s how to get there: If you’re just getting started, consider enlisting the help of a diversity and inclusion consultant. They can evaluate your current environment and recommend adjustments for everything from recruitment practices and onboarding to training and performance management.

We’re also big fans of employee surveys. We value our employees’ opinions, and ask for them—a lot—by regularly conducting anonymous surveys so that employees feel comfortable freely voicing their viewpoints and concerns. The very first employee survey we took in the early years of our company was an eye-opener, providing us with a roadmap for engaging our people and incorporating their input. And we maintain a virtual suggestion box for anonymous suggestions, ideas, and opinions 24/7.

Finally, stand behind what you say by donating your time and money to organizations that are in line with your values. For us, a giving program where employees nominate charitable organizations to receive monetary and pro bono hands-on marketing support from our agency makes everyone in the organization feel they have a hand in contributing to our communities and the greater good.

Put your stake in the ground

When things happen, employees need (and most actually want) support and guidance from leadership—and that means you must pick a lane. This can be tough to do when reacting to socially charged events, as there’s always a concern about doing or saying the wrong thing. But when you have a clear point of view and values in place that have been shared with your employees, partners, and clients it’s easier to respond. Coming from a place of authenticity and acting in alignment with your values—even when it means going against prevailing thought or what others are doing—will boost your confidence in making decisions quickly.

Lead with empathy. We can’t emphasize this enough: when you listen and truly understand your employees’ experiences, perspectives, and feelings you become a better leader. Empathy not only helps leaders and managers build trust with their employees but also helps them recognize stress and burnout.
Communicate. Don’t sit on the sidelines. A delayed response doesn’t serve your employees. If your actions or messaging are organic and authentically aligned with your values, your employees will respect you for it.
Take action. If you talk the talk, you really need to walk the walk. And it starts with accountability. The particular event or situation and your guiding principles and values will help make it clear to you how to take action authentically.

Here’s how to get there: Empathy comes naturally to some more so than others, so consider instituting learning opportunities that build empathy across your organization, particularly for managers and leadership. We try to set an example of showing empathy by regularly communicating with employees after difficult events. We directly address the event that occurred, offer genuine comfort and support to our employees, and reaffirm the mental health and wellness benefits and resources available to them.

And when taking action, think about how your organization can act authentically: how are you uniquely qualified to make an impact? When the events surrounding George Floyd’s tragic murder occurred, we knew we needed to act. One area where we felt we could effect change was in doing our part to help curb systemic racism and inequity in our industry. We made a formal commitment to our employees and a public pledge to do better in ensuring that the voices of Black, Indigenous, and People of Color (BIPOC) are represented at all levels of our company. This commitment has led to action, and we will continue to act to ensure marginalized voices are amplified.

Prioritize well-being

The well-being of our employees is our north star. And we truly believe that physical wellness and mental wellness are closely intertwined. Understanding that the stressors in our everyday lives affect everyone differently is the first step in ensuring you’re taking care of your employees. In American professor, lecturer, and author Brené Brown’s Unlocking Us podcast, she discussed the effects of stress with Dr. David Eagleman, author and neuroscientist at Stanford University. “We’re an unusually social species. We thrive in the company of others,” Dr. Eagleman says. “So what’s happening during lockdown can—at the extreme—plug into what we know […] from studies of solitary confinement in prisons, which is extremely bad for our mental health.”

Furthermore, Dr. Eagleman says that because we spend a lot of time trying to work out how to navigate and make sense of the world around us during trying times, our brains burn a ton of energy, leaving us feeling worn out. That’s why giving your employees the support they need, particularly during difficult times, is critical—and it’s part of your role and responsibilities as an inclusive leader.

Understand that everyone deals with crises differently. Different people from different walks of life view events through different lenses. And most of us are intersectional beings that identify with many different groups. Don’t make assumptions about how individuals may or may not be affected by events—not everyone of a particular group will be affected in the same way. Provide people with the support and resources they need to process their individual experience.
Ask employees what they need. Whether in a survey, an all hands Q&A session, or through one-on-one conversations, hearing from your employees will help you create a workplace where they feel valued and respected.
Promote wellness. We’ve found that placing a priority on employee wellness creates a space where employees feel that they matter beyond what they can contribute to the company. And as wellness is advocated more, people tend to feel comfortable sharing their stories, fears, and solutions to help others.

Here’s how to get there: One thing we do when truly troubling events occur is to reach out to our employees to acknowledge the event and—when necessary—condemn the societal ills that are at play. We take the opportunity to reiterate our values and to ask our people what they need. And (if you don’t already) consider offering a benefits package that includes mental and physical wellness resources and additional personal days. This was one of our learnings last summer, and we made enhancements in our overall benefits package to address this need. We’re also beginning to understand the role that employee resource groups (ERGs) can play in building awareness and supporting employees, especially those of underrepresented and historically marginalized groups.

For us, talking openly about mental health and wellness, building awareness, and checking in with employees has become the norm. These kinds of actions can enhance a culture of inclusion, where awareness, understanding, and overall well-being prevail. Ideally, people will begin to open up more, especially when they need support.

The key: keep growing

Challenges present all of us with opportunities to look ourselves in the mirror, and they keep us honest. Doing everything in your power to instill a DE&I mindset in your workplace and focus on the well-being of your employees is a great start, but as we all know (a little too well by now), the world we live in today will likely keep changing. We will be tested again. And though we don’t presume to have all the answers, we believe that when you’re open to learning while communicating authentically with your employees, you’re not only on the road to overcoming difficult times but also to thriving—no matter what comes your way.

The events of 2020 stress-tested every aspect of our business and our decision making. We felt it important to share what worked for us with the hope that it may work for you. Start by prioritizing well-being and incorporating DE&I fully into how you operate. Want to Make the World a Better Place? Start by Fully Embracing DE&I and Wellness in Your Workplace. DE&I diversity and inclusion workplace wellness diverse workplace

Meet the Inaugural Class of S4Capital Fellows

Read more about Meet the Inaugural Class of S4Capital Fellows

Meet the Inaugural Class of S4Capital Fellows

6 min read

We understand that the power of creativity is amplified by diversity of background and thought. Yet the advertising and marketing industry continues to lack the diversity needed for true innovation—diversity of thought that will allow us to not only inject our work with fresh and unique ideas, but also help us produce work that resonates with the world around us.

That’s why we’re passionate about our S4Capital Fellowship Program, which aims to empower exceptional young students from traditionally underrepresented communities as they make their mark in shaping the path of technological innovation in advertising and marketing. Over the four-year immersive, accelerator program, Fellows will gain hands-on experience working in the industry as co-workers and apprentices to senior leaders, with front-row seats to the inner workings of executive staff and world-class production teams at the forefront of advanced marketing and advertising technologies. Importantly, we and our partners will benefit from the fresh perspectives they bring.

Monk Thoughts As a business, we aim to represent the communities we live in and encourage a diverse approach in everything we do.

Sir Martin Sorrell

Founder and Executive Chairman, S4Capital

The S4 Fellowship was originally conceived to give graduates a strong start that gets them excited about our industry. With the murder of George Floyd and the Black Lives Matter movement, we pivoted our entire approach by taking steps to address the imbalance in employment and future opportunities for underrepresented groups, with a focus on inviting graduates from historically Black colleges and universities (HBCUs) being a first, small step.

“As a business, we aim to represent the communities we live in and encourage a diverse approach in everything we do,” said S4Capital Founder and Executive Chairman Sir Martin Sorrell. “This Fellowship program is us doing our part to chip away at the diversity issue in our industry.”

This week we welcomed our inaugural class of S4Capital Fellows, three graduates from HBCUs in the US, who are commencing full-time employment across our organization. “We want to be an open door for more diverse talent to join an industry that has historically been exclusive to so many,” says MediaMonks Founder & S4Capital Executive Director, Wesley ter Haar. “We have some very impressive Fellows joining the team, and I’m excited to see how they will influence our work as well as our ways of working.”

After months of meeting with numerous, extremely talented candidates, we’re honored to introduce you to our inaugural class of distinguished Fellows to hear what they have to say about beginning their four years in the field with S4.

Arion Kidd-Weeks, Morehouse College

Bachelor of Arts, Cinema Television and Emerging Media studies

“I love media and content creation, so the mission of S4 aligns with my passions. It’s amazing to see such a progressive Fellowship and it excites me about the future. I look forward to bringing my perspective, using my skills, and growing my skills and knowledge around media so that I can contribute to the company and the industry.”

Alfred Mohammed, Morehouse College

Bachelor of Arts, History

“The intersection between creativity, business and technology is what drew me to S4. Plus it was very obvious that throughout the application and interview process [leadership] wanted to get to know me as a person. And when they asked me about social issues I’m passionate about, they had me hook, line and sinker.”

Erena Reese, Spelman College

Bachelor of Science, Health Science

“From the very start, David [Lang Levitt, Program Director] made it clear that we’re going to be integrated right into the workflow. We’re not interns, we’re not assistants, this Fellowship is for us, they really want us to learn. Most of my background is STEM-related, so I’m starting off in data analytics but looking forward to working on the creative side as well.”

“Erena, Al, and Arion have the kind of confidence and ambition that I wish I’d had as a recent college graduate,” says Kamron Hack, Senior Director, Global DEI & Culture. “They’ve achieved so much in life already, and they remain curious, eager to learn, and excited to contribute. I was inspired by each of their stories and grateful they chose to join us.”

The Fellows Share Their Thoughts on the Process

The Fellowship application and interview process were, in a word, rigorous. Candidates were asked to submit a resume, give their insights, knowledge, and opinions on relevant social issues, complete a broad-scope questionnaire, and submit a one-minute video expressing their interest in the Fellowship. But that was just the beginning. An expansive get-to-know-you meeting with Program Director David Lang Levitt kicked off a series of panel meetings with senior leadership at S4. And the final step was a one-on-one meeting with Sir Martin.

Erena: “When I first heard about the Fellowship, I wanted to learn more about the company and I came across [MightyHive Chief Operating Officer and Co-Founder] Chris Martin on LinkedIn, so I reached out. I didn’t know him, but he met with me in October, I submitted in November, and the interview process started from there. There were a lot of interviews, but they weren’t too intense. The crazy thing is that things have come full circle – I’m working on Chris’s team right now.”

Arion: “The interviews and panel discussions were very comfortable. The way things were structured was very conducive to relationship building. Everybody can be professional. But being able to connect with people, that’s something that you can’t replicate. The process gave us the platform to make connections to see if we were interested in being part of the culture and the family of S4. I loved it.”

Alfred: “I’ve been through interviews with some pretty big companies, but at S4 (versus some other companies I’ve spoken with) they got to know me. And it was obvious throughout the questionnaire and the interviews that understanding who I am is important.”

On Being Part of the Inaugural Class

The 2021 Fellows are the first class, but they won’t be the last. And they understand the significance of leading the way.

Alfred: “I know this Fellowship means a lot to Sir Martin. So for him to choose us, and specifically me as an individual, is huge. As he put it, it shows that he places a lot of trust in us and that [MightyHive CEO and Founder] Peter Kim, Wesley, and the rest of the team have faith in us. And from our side as Fellows, I believe it’s incredibly important for us to set a good precedent for whoever comes after us.”

Erena: “It’s an honor, and it means something to me that David [Lang Levitt], Sir Martin and everyone else that I interviewed with saw something in me that they wanted me to be part of their first class of this Fellowship. It’s really important that S4 recognizes the lack of diversity and they’re trying to fix it, and it really means something to me that they’re starting this Fellowship off with HBCU graduates.”

Arion: “The growth that S4 has had thus far is exponential, and it’s apparent that this is the future, and this is a new age and new era. And that’s something that I’m really, really excited to be a part of and extend into my community.”

On Meeting Sir Martin

No doubt the advertising icon had some interesting conversations with the Fellows. Here, we get their impressions of their one-on-one meets with him.

Arion: “When I met with Sir Martin, one question I asked him was how he identifies what’s to come in the future and repeatedly positions companies for success. He talked about looking for top-line growth—go with a market that’s growing, he said, find the growth—and look at the core values of the company. That really stuck with me.”

Alfred: “Sir Martin could have gone to any universities with his Fellowship, but with the advent of everything that has happened in this country and around the world, S4 is making a big statement by having the first class from HBCUs.”

Erena: “I really enjoyed talking with Sir Martin. He’s started two amazing companies and it’s incredible to see how much S4 has grown in just a short time. It will be even more interesting to see what it looks like at the end of my Fellowship. Sir Martin said he wants S4 to be the Amazon of marketing and I think that’s the way the company is going to go.”

“Our hope and intent is to challenge assumptions. For people to experience how great the Fellows are, through working with them, seeing the value they bring and discovering how preconceptions can change for the good,” says S4Capital Fellowship Program Director David Lang Levitt.

We’re welcoming our inaugural class of S4Capital Fellows, three graduates from HBCUs in the US, who are commencing full-time employment at S4. Meet the Inaugural Class of S4Capital Fellows We welcome the first Fellows to join our team.
diversity and inclusion S4Capital S4Capital Fellowship Program cultural diversity workplace diversity diverse talent HBCUs

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