In 2023, discussions about diversity, equity, and inclusion (DE&I) gained momentum in the world of Marketing. From the debate about ageism in the area – and how to avoid it – to the numbers that demonstrate the need for executives to acquire more knowledge about the causes in question, one thing is certain: national companies have the potential to transform Brazil into a reference in DE&I.
However, there is still much to be done and a long way to go to achieve this. For Sandra Martinelli, CEO of the Brazilian Association of Advertisers (ABA), this movement begins with the perception of the urgency of DE&I principles to maintain the relevance of brands and companies. “Today, 80% of global consumers are willing to make an effort to buy from companies that support causes that are relevant to them. Companies will not be able to maintain relevance without reinforcing their cultural values and taking a stand on urgent social issues,” said the CEO in an interview with Mundo do Marketing.
In this context, the adoption of DE&I-based practices must be greece whatsapp data authentic, without distorting the DNA and tone of the companies that practice them. “Sounding opportunistic can put the reputation of brands at risk. Therefore, it is necessary to have very well-defined purposes and values and know how to communicate them. An example is when a brand decides to run a campaign with people in wheelchairs and, instead of calling on people in wheelchairs, it uses actors to portray them.
to play such roles. How does she want to be diverse if she herself does not include this real audience in her campaigns, giving them a space that, for years, was never granted to them?”, she asks.
DE&I in Marketing and the role of ABA
Based on the principle that good deeds start at home, companies that do not embrace inclusion and diversity internally will have more difficulty when trying to convey authentic messages to the public. “It is not enough to hire a diverse team if there is no inclusion. Companies must have internal policies to support and welcome these people, as well as constant training of employees so that they do not make mistakes and have biased prejudices, such as the use of ableist expressions, for example”, highlights Martinelli.
Data released in the “Global DE&I Census – Report Brazil”, prepared by ABA based on research by the WFA – World Federation of Advertisers, indicate that Brazil achieved a better score than the global inclusion index benchmark, with 66% (reference 63%). Another important piece of data, according to Martinelli, is that 73% of participants belonging to racial minorities said they felt they belonged to the companies they worked for.
On the other side of the coin, the Census indicates that 18% of respondents consider leaving the Marketing sector due to the lack of inclusion and diversity. This number rises to 24% in the case of ethnic minorities and people with disabilities. Regarding ageism, 30% of respondents believe that age can be an obstacle in their company, which increases among older age groups, for example, 43% for those 65+.
Fortunately, 80% of respondents agree that their companies are actively taking steps to become more diverse and inclusive (vs. the global average of 72%). Another 69% agree that such actions have made improvements to the marketing industry becoming more diverse and inclusive over the past two years (vs. the global average of 50%).
Considering the data, forecasts and projections that reveal the relevance of the DE&I topic, the trend is for brands, companies and executives to pay more attention to the issue and make an effort to understand it – a learning experience to which ABA is proud to contribute. “We want to show the path to renewing values, so that brands can leave stereotypes in the past and evolve their campaigns, offering more representation. We are committed to providing our members and the market with the best global practices on the topic”, concludes the CEO.