Diversity, Equity And Inclusion In Action: How The Media Industry Can ‘Walk The Talk’
Diversity, equity and inclusion have become common buzzwords for anyone working in the media and marketing sector.
But are these buzzwords being put into action?
That’s the question Rachel Corbett investigates in the sixth episode of Rethink, a podcast by Think with Google.
Joining Corbett to discuss the value of diverse workplaces is Tara McKenty, who is a creative director at Google and the co-founder of RARE, a platform that helps drive diversity and inclusion in tech, media and creative industries.
“Diversity of perspective leads to better insights, better outcomes and simply better work,” McKenty says.
“When you’ve got a diverse set of people writing the ads and creating the advertising for our large, diverse set of audiences, the chances are it’s more likely that the creative is going to be relative, it’s going to reflect our audience bases and it’s going to make audiences and users feel affinity towards the products we’re selling, the services we’re selling and the brands that we’re trying to create.”
During the discussion, McKenty also dives into the word ‘diversity’ and its varied meaning.
“For me, the definition of diversity is two dimensional. The first dimension is inherent diversity. So it’s traits of diversity that you’re born with. So I describe myself as intersectional, I am LGBTQI and I’m a female working in a male-dominated industry,” she says.
“The second dimension of diversity is acquired diversity. So this is all of the things that happen to you along your life that change your perspective of the world.
“One example of acquired diversity that can also be inherent is people that live with a disability, some people are born with a disability and other people acquire it so that’s probably one that sits in between, that shifts your perspective of the world.”
… and inclusion
If diversity is seeking a wide range of opinions and backgrounds, what’s inclusion?
Speaking on the podcast, creative consultant and national head of AWARD school Karen Ferry points to a quote from diversity advocate Verna Meyers: “Diversity is inviting someone to the party. Inclusion is asking them to dance”.
And for diversity to be an effective force, our systems need to take an inclusive approach, Ferry argues.
“The way our systems work is that they favour people who are white or male or middle class, and they disfavour anyone who’s not,” she says.
“And that doesn’t mean that anyone who is favoured is a bad person. It just means that our systems don’t allow for people who are diverse minorities to excel in the same way that anyone else could.”
Specific to advertising, Ferry highlights how easily – and accidentally – an ad can exclude certain audiences.
“We leave coded messages through all our stuff. And a lot of that can sometimes come off as exclusionary,” she says.
She uses the example of an ad featuring nothing but white Australians living in federation houses.
“You might come from a background where none of those things are what you want,” she says.
“What it can do at its worst is then make people think this brand isn’t for me because they don’t understand me.”
Putting it in action
One example of diversity and inclusion being put into action in advertising is the Meat & Livestock Australia (MLA) 2016 Spring campaign.
Overseeing the creation of the ad was The Monkey’s creative director Barb Humphries.
“We set about casting the most diverse cast that we could and that was a really awesome and fun job to work on,” she says.
However, alongside the annual Spring campaign, the MLA has a usual 26 January ad.
To follow up the diversity ad, MLA went with a campaign that asked: “aren’t we all boat people?”
While the ad certainly has some humour, Humphries explains that acknowledging the sensitivities of the subject was one of the top priorities.
“They worked with Reconciliation Australia and various consultants on the concept,” she says.
“But also once they had the cast, they workshopped the dialogue with the cast and made sure that everybody felt comfortable saying the lines that they were saying in that situation.”
Humphries points to the need for creatives to be able to write from someone else’s perspective, but reveals how this campaign was one instance where this was not possible.
“There are certain subjects and occasions where it’s just not right to make it up in your own head and write about – certain issues that you maybe don’t have the best understanding of,” she says.
“The best intentions can land in the worst way.”
You can listen to the latest episode of Rethink, by Think with Google on Google podcasts, on Google Podcasts, Apple Podcasts, Spotify, Stitcher, Podcast Addict or TuneIn.
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.