2020 was a pivotal moment when the BLM (Black Lives Matter) movement highlighted the amazing lack of diversity in the advertising industry and the urgent need for change and action. While the B2B sector in Adland is as big a role as its consumer counterparts, many companies are grappling with the actions that should be taken.
From eliminating conscious and unconscious biases, to making people of color aware of career opportunities, to creating pathways from school to workforce, marketers still have a lot to do to translate the intent into action to make an impact. As part of the recent B2B WorldFest, The Drum and Stone IAS tried to examine important strategies and approaches to achieve this in the B2B sector.
“Often people think about this in terms of B2C and the increasing pressure that consumer brands are putting to practice what they preach, but I think the same goes for B2B brands,” said Collette Philip. Managing Director and Founder of Brand By Me. “In the B2B area, we may have more space to influence and really drive change through our activities. We have a lot of leeway to do really good, make an impact and show the world how it’s done. ”
The diversity of thinking
This change can only be made when the display is expanded. Different people with different backgrounds and different experiences have these conversations.
“It is important to have people from different backgrounds in your company, to have conversations with them and to be open. Make them feel comfortable answering your questions and see people’s faces, ”said Dionne Mcintosh, Account Manager at Stein IAS.
“When we are surrounded by people who look, think, or grew up like us, we advertise people like us, and that’s extremely limiting,” added Sylvia Seybel, vice president of B2B marketing for customer solutions at Dell Technologies . “The variety of thinking is open; Keep learning and trying to do things differently and you will definitely get better results. “
Panellists suggested that companies have specific and measurable goals for diversity and that they consider their entire ecosystem in terms of recruitment, retention and culture, and be “intersectional” in the way they drive change. Too often companies see these steps as sequential – e.g. B. They do a good job on gender but lag behind on race and disability. If you’re looking for people at the intersection, it means that you don’t just check a box and you’re done with it.
Empty promises
While many companies have recognized that their duties are more diverse, many early on at the beginning of the BLM made statements that were “vague, performative, and rushed” – more a response than honest, tangible commitments.
“Wherever you go, I encourage organizations to be very clear, take tough action and then show where you oppose it,” said Philip. “That way, it pulls other people up who don’t, but it also speeds up your progress.”
And this responsibility is not just borne by the management. Employees also play a role. “Leadership won’t solve all problems. The employees have to strengthen and everyone has to get involved, ”said Seybel. Panellists agreed that leadership needs to create a bold space: intersectional self-help groups where employees can support and drive change within an organization by being allies.
A ticking time bomb
“The business benefits are there and people are realizing that there is a ticking time bomb for companies that are slow to do this,” said Philip. “We have a huge impact on the B2B space as we are the engine that keeps consumer brands and businesses going. We have to stop hesitating and start to move on. We have to be in action mode. “
The session was condensed into a four-step plan designed to help B2B businesses make their workplace more inclusive and diverse:
- Be honest and judge where you are on this journey
- Set goals where you want to be
- Make a plan of action and build a culture of inclusion
- Review your action plan regularly
You can see the full panel above.