How marketing leaders can be catalysts for diversity, equity and inclusion

Nadine Spencer: I think people need to see themselves in marketing and ad campaigns.

Kevin Johnson: Let's start looking inside...

...inside to our people, inside to our practices and our process

and move out into the conversations that we're having with consumers and customers.

Alyssa Whited: I think first it's really about getting the biggest mirror possible

and taking a very, very hard look into that mirror

and recognizing your brand's goal in the conversation.

[Title Card] How Marketing Leaders can be a Catalyst for Diversity, Equity and Inclusion

[Title Card] We spoke to three marketing leaders about what real action looks like, and how marketers can create authentic, diverse campaigns that drive results today

I encourage brands to take a step back, look in the mirror and say

"You know, I do want to be part of the conversation,

but is it more impactful to be immediate in that

and just be part of the bandwagon

or do I need to do the work internally first and then address

how that conversation should best come to life?"

Kevin Johnson: More and more consumers in Canada are beginning to shift their behaviour

and really making it clear to all of us

that diversity and inclusivity matter to them.

We found that 93% of our racialized communities in Canada

- fully stand behind brands that support Black Lives Matter

and that additionally over 35% are ready

to change their purchase behaviour

based on those brands that support Black Lives Matter

and so what the data is trying to tell us is that brands need to begin

to start walking the talk about--

when it comes to diversity and inclusion.

Nadine Spencer: Brands that walk the talk are going to be the ones that are building sustainability

within their organization because of how they look at their work force

that diverse workforce.

Innovation is inclusion and inclusion in all aspects.

It's being intentional about who you are and who we are as a global community.

And so as businesses are building and growing you want to build

an audience that you are tapping into one on one

and they will not only come, but they will bring their friends

they'll bring their families, they'll tag you and all of those things

that you want to drive your business success.

The work that we do, you know marketing or telling people's stories

it has to be more authentic.

Truth is looking at each and every person as they are and loving them

and allowing them to love themselves

in their own skin, whatever that looks like.

Alyssa Whited: If you're making this conversation a habit daily--

again, regardless of whatever that looks like for you,

that's what I would encourage everyone to do

and then it just becomes an automatic inherent part of your thought process

in your day.

Kevin Johnson: At the end of all of this, we all need to be in the mindset of delivering change.

Driving change to what we in the marketing community

call our consumers, but actually at the end of the day are people

and so this is why the work is really important

and this is why we need to act now.