A company's culture is guided by purpose and values and these can be put to the test during a crisis.  Culture is especially relevant when employees are away from the office, and it is also one of the most powerful sources of competitive advantage for brands. The reason being is that it’s hard for competitors to replicate it and it sends a strong message about what the brand stands for. The most effective company cultures value people and adapt to changing customer and market needs, and the pandemic has provided the chance for employees and customers to see if a brand’s stated values truly manifest in its actions. Historically, progress on advancing diversity and inclusion has been slow, however, unfortunately the pandemic has amplified earlier inequities even further.

Inclusion and diversity as a competitive advantage

As businesses big and small continue to confront the disruption caused by the pandemic and navigate an economically and socially viable path towards the new normal, there is a risk that diversity and inclusion may be receding as a strategic business priority for many companies. Naturally, this is driven by a focus on the most pressing business survival needs, including safety measures and productivity, as well as the physical and mental wellbeing of people. However, while diversity and inclusion might be at risk, they are critical for business recovery and resilience.

Research suggests that when companies invest in diversity and inclusion, they are in a better position to create more adaptive, effective teams and are more likely to recognise diversity as a competitive advantage. They are also able to serve a larger, more diverse customer base and attract talent who shares the same values. There is also a strong correlation between diversity and positive behaviour directly related to better organisational health, which in turn is associated with better business performance.

As we continue, as a society, to focus an inclusion and diversity, more and more consumers are looking to align where they spend their money to the brands that fit their values. Your customers will also want to see the proof that you are an inclusive brand that walks the talk and one they can trust, rather than just being a brand that is saying the right words to capture their attention. In addition to building a strong external image, this means building an inclusive company culture and teams, developing strong relationships with the diverse customer base and the surrounding communities, both online and offline.

Not a box tick exercise

An inclusive organisational culture is about everyone respecting and supporting each other, regardless of their ethnicity, gender identity, socio-economic background, disability, sexuality or age.

And inclusive marketing isn’t about trying to find a stock photo with every possible demographic included -  it is about living the values of a diverse and inclusive brand and seeing it reflected in your brand communication internally and externally. You can’t really preach inclusion and diversity in your campaigns without implementing it within your business as it’s not just a trend that you need to jump on just because your competitors are doing it.

By focusing on inclusion and diversity brands are trying to transform to be more inclusive of communities which are different than their own and the only way to do that is by getting to know those communities—their needs, their values, and their challenges. The lack of cultural intelligence of target audiences is one of the biggest challenges in executing any marketing campaign, therefore it’s important to learn about what their pain points are, how they communicate and how your brand can make a positive difference to their lives.