In 2022, every company should have a diversity and inclusion strategy. The murder of George Floyd has catapulted DEI corporate commitments into the public spotlight. Many companies have made bold claims about diversity and inclusion in response to consumer demand. And now they have to deliver. There is nowhere to hide.

Generation Z is the most racially and ethnically diverse generation in US history. Over 48% are non-white. In the UK, it is estimated that 40% of the population will not be white by 2061. Meanwhile, in Brazil, most of the population identifies as black or mixed race. The world’s population is becoming increasingly multicultural. Simply put, young people grow up exposed to different cultures. Thus, living in more diverse communities compared to their parents.

Unsurprisingly, most young people are demanding equal access to opportunity and social justice. Progress is measured through collective achievements, not just individual gains. Many will only work and buy brands that contribute to a more inclusive world.

It starts with the business

Historically, companies have chosen the most practical option to address diversity and inclusion. But the easy way is not always the best. The quick win for brands comes from showcasing diverse talents in ad campaigns. Of course, representation matters. But diversity on screen doesn’t always translate to a more inclusive and equitable business.

Consumers and employees will not hesitate to challenge brands for performative activism. Young people can now research and investigate words versus actions. A quick Google search can reveal the disparity between your marketing communications and your internal leadership team. If your advertising is more diverse than your business, you need to focus and invest more on internal action. The best place to start is to identify and remove all barriers that prevent marginalized groups from having equal access to opportunities.

Diverse partners and suppliers

Once the internal work is done to make the business more inclusive and fair, brands can start diversifying their list of suppliers. All over the world, there are an incredible number of so-called minority-owned businesses. Instead of working with the same traditional partners and vendors, brands should actively seek out and collaborate with a diverse list of agencies, consultants, and partners. After all, marketing should reflect the diverse cultural needs and values ​​of consumers. The journey begins with provisioning. Similar to nature, monocultures inhibit creativity and growth. In contrast, supplier diversity makes supply chains more competitive and agile.

A supplier diversity program should be at the heart of diversity and inclusion policies. Being a fair business includes all aspects of the supply chain, not just employees. Global brands have the platform and resources to support minority-owned businesses that face systematic barriers. Inclusive sourcing means creating new policies and new KPIs. For example, ensure that at least 20% of the suppliers invited to your request for proposals (RFP) are diverse. Although it is more difficult to implement than a brand campaign. The impact on underrepresented communities is long term and structural. Unless we address the financial inclusion of underrepresented communities, nothing will change.

Amplify community voices

For multinationals with large marketing budgets and global reach. It can be easy to position your brand as the hero of the story. But in truth, movements and organizations already exist in small pockets. The role of brands should be to listen to their stories, amplify their voice and accelerate their impact.

A top-down approach will not be accepted or respected by local communities. If brands want to play a credible role in building an inclusive future. They must collaborate with people with lived experience throughout the creative process. In other words, don’t create work for the community without the community. Also, defending existing moves can be more effective than creating your own from scratch. Young people have the answers, but not the platform. Co-creation with affected communities can create original and powerful results. But community members must be credited and compensated.

For a long time, arguments for diversity and equity centered on the business case. Most diversity, equity and inclusion (DEI) projects have appealed to business leaders and shareholders’ desire to increase their profits. Now the conversation turns to social justice and equal access to opportunity. Brands that make inclusivity an integral part of their core mission — not a PR statement — will win the hearts and minds of a new generation of citizens. Not the consumers.