Why DEI is important for companies – Decoding the growth as a business imperative

Earlier this month, Unilever elevated Anuradha Razdan to the role of CHRO for the beauty and wellbeing category. She has also been appointed as the Global Equity, Diversity & Inclusion Officer for Unilever. Diversity, Equity, and Inclusion (DEI) is increasingly becoming important for businesses, not just as a CSR goal, but also as a business imperative.

Exploring the holistic impact of diversity on communities, workforces, and the environment, McKinsey, in its report titled, ‘Diversity Matters Even More’, states, “The business case for gender diversity on executive teams has more than doubled over the past decade.” McKinsey adds, “Companies with representation of women exceeding 30 per cent (and thus in the top quartile) are significantly more likely to financially outperform those with 30 per cent or fewer.”

In the context of fortifying DEI (Diversity, Equity, and Inclusion) strategies to align with business goals and reflect clients’ brand values, June’s Pride Month underscored the need for sustained support for the LGBTQ+ community. The true measure of progress lies in whether this support extends beyond symbolic gestures.

However, are brands and society genuinely committed to integrating LGBTQ+ individuals as valued consumers and members, or is this heightened awareness merely a temporary engagement tactic? To explore this, Adgully reached out to various brands to understand their strategies for sustaining inclusivity. This article delves into how brands position their communications to ensure diversity and inclusivity, the best practices they employ to create content that resonates with a broad and diverse audience, and how these practices enhance their clients’ brand value.

Additionally, it highlights case examples of successful integration and the future-facing impact of these strategies.

Brand communication to ensure inclusivity and diverse representation, both in internal communications and marketing efforts

Sonal Choithani, Chief Brand & Communication Officer at Hindustan Zinc, emphasized the company’s dedication to these principles. She said, “Within our organization, we take pride in our diverse workforce, which includes over 600 women employees, more than 200 of whom are engineers in key roles. Our executive ranks feature nearly 22% women, reflecting our commitment to gender diversity and equality. Additionally, we support nineteen individuals with disabilities, aligning with our core belief in equal opportunity and the value of every employee.”

Hindustan Zinc’s approach to communication encompasses both internal and external strategies. Internally, the company prioritizes transparent and accessible communication, providing translated materials to overcome language barriers and ensure that every employee feels informed and included. “We are dedicated to fostering an environment where all employees are empowered to actively participate in company affairs,” Choithani said.

Externally, Hindustan Zinc’s marketing efforts go beyond traditional diversity initiatives by highlighting the personal stories and achievements of their diverse workforce. These narratives not only celebrate the unique perspectives and talents of employees, but also reinforce the company’s commitment to equal professional opportunities and growth. “Our external communication focuses on showcasing the enriching job content and world-class amenities we offer, aimed at attracting future employees and supporting their personal and professional development,” she added.

Papri Dev, VP - Communications, APAC at Tinder, underscored the company’s commitment to inclusivity and representation. With women making up 75% of Tinder’s leadership team and a third of its employees being Gen Z, Tinder reflects a broad spectrum of backgrounds. The product team is also 50% women, and over a third of the global Tinder team is Gen Z.

Tinder’s mission to keep the magic of human connection alive is supported by building an app that accommodates diverse identities. During Pride Month, Tinder launched new profile stickers designed by LGBTQIA+ staff, including options like ‘Came Out Online’ and ‘My First Pride’. These stickers allow users to express their identities and connect authentically. Tinder’s ongoing campaigns and community initiatives, developed in collaboration with experts and organizations, aim to create inclusive spaces for exploring dating and relationships.

Best practices companies follow to create inclusive content that resonates with a diverse audience

Mou Chakravorty, Director - Marketing Communications, Deloitte, shared insights on best practices for creating inclusive content that resonates with a diverse audience. She noted, “While DEI was a buzzword post-pandemic, we are seeing substantial action in 2023-24 across India Inc., including within our firm. Businesses now understand the true value and business merit of diversity and inclusion. It’s not just the right thing to do, but also a good business strategy.”

Deloitte follows several practices to ensure effective brand communication around diversity and inclusion:

• Creating safe spaces or communities for women, differently-abled individuals, and LGBTQ+ employees to foster authenticity and self-expression.
• Implementing ‘Candid Conversations’ to provide a platform for women employees to share feedback and raise concerns without fear of retaliation.
• Ensuring transparent and equitable policies for hiring, promotion, and sponsorship of women and other communities.
• Incorporating inclusive and unbiased language into soft skills training and grooming.
• Promoting genuine camaraderie through initiatives like ‘Sareenama’, a WhatsApp group that celebrates saree-wearing and fosters a supportive community within Deloitte.

Hindustan Zinc’s Choithani outlined the company’s commitment to inclusivity through its communication practices. Hindustan Zinc adheres to the 5Ws and 6Cs in its communication strategy, ensuring that its messaging is inclusive and resonates with diverse audiences. The company emphasizes on:

• Authentic Representation: Hindustan Zinc showcases content that reflects the diversity of its workforce and the communities it serves. This includes sharing stories and perspectives from employees of varied backgrounds, genders, abilities, and cultures, which helps the company connect with a wide audience across different geographies. Their approach underscores the philosophy of ‘diverse metals for diverse people’.
• Partnership & Collaboration: The company involves both internal and external teams in content creation to ensure that different perspectives are considered. This collaborative approach enhances cognitive thinking and decision-making, leading to more effective DEI communication.
• Cultural Sensitivity: Hindustan Zinc adapts its communication styles to respect and acknowledge cultural sensitivities across India’s multifaceted landscape. This adaptability demonstrates their appreciation for the diverse cultures they engage with.
• Inclusive Imagery: The company curates visual content that reflects the diversity of its stakeholders. This includes images of individuals from various ages, ethnicities, genders, abilities, and backgrounds, reinforcing their commitment to diversity and inclusion.
• Accessibility: Ensuring that communication materials are accessible is a priority for Hindustan Zinc. They incorporate alternative text for images, closed captions for videos, and transcripts for audio content to ensure that all individuals can access and understand their messages.
• Inclusive Language: Hindustan Zinc uses language that is free from stereotypes and biases, creating a welcoming environment for all individuals. This inclusive language extends to both employees and customers, fostering an environment of acceptance.
• Measuring Impact & Feedback Mechanism: The company regularly assesses the effectiveness of its content through data-driven approaches and feedback mechanisms. This helps them continuously improve their strategies and maintain open communication channels for ongoing feedback.