Mindsets
Employees
Organization
Marketplace
The Four Layers of D&I Impact in Marketing
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Marketplace
Organization
Employees
Mindsets
“Brands need a point of view and to take a stance, which, in this climate, can be scary as it often enters into political realms. Marketing is at the center of that, and as such advances the culture and the agenda in any organization—or should.”
Marc Rey,
CEO Shiseido Americas & former Chief Growth Officer, Shiseido Group
“The inclusivity agenda is the most challenging part of the marketing brief, as you have to be for everyone, but that can be like being for no one. How do you customize the brand and tone to appeal broadly and inclusively?”
Katherine Whitton, CMO, Specsavers
“Our clients are demanding it now. If you can’t demonstrate that you are a diverse and inclusive company, clients may not want to work with you, and rightly so.”
Chris Turpin,
Global Director of Corporate Development and MD EMEA, First Sentier Investors
“There is a role within technology to look at how algorithms are constructed. As our lives are run more and more by them, there is a risk to bias. Marketing can hold up the mirror and say here are our customers and are we really serving all of them."
Helen Normoyle,
Former Marketing Director & Chief Marketing Officer, Boots, DFS and the BBC
“We have both a global and local program on inclusion and diversity. Part of the values of the company and backbone of our local strategy and the cultural transformation program that we are building is about inclusive leadership.”
Andrea Salgueiro Cruz Lima,
President, Whirlpool Brazil
“We focus on representation and career advancement equally, and then track it. In the future, we hope we won’t even be having these discussions as diversity becomes the standard way we enable businesses.”
Gabriela Tartaret
Vice President, Marketing, Global Oral Care, Procter & Gamble
“Rather than do a scaled advertising campaign about diversity, Budweiser launched the Natalie Johnson Scholarship. Natalie, who joined the company as an intern, currently helps lead the brewing function at Budweiser where she is the company’s first Black female Brewmaster in St. Louis. The scholarship provides annual monetary awards for students pursuing careers in brewing.”
Steve Arkley,
VP Global Marketing, Budweiser
“We want to be better at serving our customers and pre-empting their needs – to be more reliable, more personal, more thoughtful and ultimately, more valuable to each of our customers, and in my mind, this can’t be achieved without our highly diverse and talented workforce.”
Edward Bell,
General Manager, Brand, Insights and Marketing Communications, Cathay Pacific Airways
“Do you have people in your organization who can truly get to a deep understanding of your customers' needs? This requires truly diverse teams, teams that are flat enough to create a true marketplace of ideas where diverse approaches can flourish. It enables not only the development of better ideas, but better execution against those ideas.”
John Russ,
Former Global Head of Marketing, Coinbase
“Most importantly is to have diverse perspectives in the work, and share what you are doing cross-functionally with finance, supply chain, and other teams throughout the company. I don’t believe in the role of Chief Diversity Officer because everyone, regardless of what their job is, you have to think D&I or you are not doing your job.”
Eddie Revis,
Senior Marketing Executive
Senior Marketing Leader,
global FMCG company
“I am a big believer in a balance.
Marketing thrives thanks to diversity of perspective. Intuition to see patterns and data cannot happen without diverse mindsets.”
“If you want to transform your company, it can’t just be marketing. It can’t just be the CEO. It has to include D&I policies, racial justice, and customer service. It has to be in the DNA of your company.”
Dan Harbison,
former Global Senior Director, Digital-Jordan Brand for Nike.
Organization
Marketplace
Mindset
Employees