In this guest post, Think Partnership’s senior consultant Marley Wirz (pictured below) says strategic alignment is the key to sustainable, long term positive change…
Lead image photo is of Think Partnership’s CEO and Founder Amelia Dixon.
Over the years we’ve spent working with organisations we’ve recognised a recurring theme: there is often a disconnect between those who are making decisions about what needs to be done and those who have to communicate it. It happens because of the barriers that often exist between policymakers and comms teams, or marketing teams and their internal stakeholders and external partners. Although important, success cannot be achieved by the formulation of insights and strategy alone. There is a real need with clients, from all backgrounds, who have been assailed by qualitative analytics and modelling platforms to knit all the pieces together from a human perspective first.
Which is why we’ve developed our approach to put strategic alignment at the centre of any project. Simply put, this often means increasing the touchpoints we have with people on any given project. We facilitate interviews, workshops and purpose alignment throughout the life of a project; from objective setting through to strategy. This approach overcomes barriers, like miscommunication, varying agendas or objectives and aligns people behind a single, unified strategy. This process more often than not requires an outside body to ask the hard questions and allow people space where they can be honest about their interpretation of the task at hand.
As we’ve watched the world change drastically over the last four months, the application of strategic alignment to help further worthy projects has been increasingly front of mind. The global impact of COVID-19 has been horrific. In comparison, Australia has been immensely fortunate, but it has shifted the way people work. There have been upsides, many have discovered the benefits of working flexibly. But there have also been negative consequences. Gender equality has slid backwards, with women bearing the brunt of the changes; taking on more of the domestic load and significantly losing ground in the workplace. According to WGEA, women’s labour force participation rate has decreased 2.9 percentage points, compared to men’s which has decreased by 1.9.
Gender equality is an issue that we at Think are particularly passionate about shifting the dial on. With the momentum that has come from the passing of the Gender Equality Act 2020 (legislation that mandates government and public sector organisations produce Gender Equality Action Plans), we have been thinking about how important it is to get these things right.
Strategic alignment is key to sustainable, long term positive change in this space. Committing to understanding your people and building empathy for existing attitudes and behaviours will produce far more meaningful and intersectional training. Taking organisational gender policy from the proverbial ticking-a-box to cementing a culture that people understand and have ownership over.
Which is why in 2020, we’re turning our attention to partnering with organisations to get these action plans right. We want to make sure our country’s most important organisations aren’t just defaulting to outdated unconscious bias training that hasn’t changed in 25 years. There will be unique, knotty challenges for each organisation, which is why this process needs to be in partnership and needs to be an evolving change trajectory, rather than a templated solution. In consultation with gender equality accelerator Seat at the Table, we are finessing our strategic alignment approach to include a process of empathetically evaluating and working with organisations, to unearth alignment between performance improvement and improved gender equity outcomes. Ultimately, this will deliver more successful action plans and create space for gender equality to move forward once again.
Please login with linkedin to commentThink Partnership
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]