6 minutes to read. By author Michaela Mora on April 19, 2021 Topics: Multicultural Insights Collective, Multicultural Research, Market Research
Words Matter. What your company says in its advertising, press releases, marketing materials, and communications with customers and employees will have a long- and short-term impact on the sustainability of your business.
However, your words are not interpreted in a vacuum. Quite often your customers, prospective customers, and employees will hear something different from what you intended to say.
The disconnect between what your company says and what your target audience hears is often seen when:
Behind the inconsistent behavior and the failure to account for cultural diversity, there is commonly a lack of representation of different audiences in the workforce, and especially among those crafting the external messages.
Lack of internal diversity seeps through everything a company does including products, customer experience, hiring practices, talent retention, etc. However, it is particularly evident in its marketing and advertising campaigns.
Most internal and external brand communication reflects biases of individuals in charge of creating that communication. Unless there is a concerted effort to use evidence-based research to guide decisions related to content and tone of voice, the words, imagery, and stories told are more likely to reflect the creators’ points of view rather than that of the intended audience.
In 2020, when social unrest dominated the news after George Floyd’s murder in the middle of the COVID-19 pandemic and a presidential election year, we were able to witness too many examples of tone-deaf campaigns and inconsistent company behaviors.
Many brands sent messages that were:
To address this disappointing state of affairs and do something to change it, Relevant Insights joined forces with eight other small research agencies and research centers to create the Multicultural Insights Collective (MIC), a coalition of predominantly women- and- minority-owned business founders with extensive experience in research, diversity, multiculturalism, and management.
We started asking ourselves the following:
MIC founding members: Kerry Edelstein (Research Narrative), Dephyne Lomax Taylor (V & L Research and Consulting, Inc.), Michaela Mora (Relevant Insights), Vashte Steinbiss (Slidedesignr), Damion Taylor (Prometheus Digital Studio), Jay Tucker (UCLA MEMES), Lisa Wilding Brown (Innovate MR), Jimmy Zollo (Collaborata), Candace Hokett (CHH Consulting Services LLC).
Once we started weekly discussions to answer these questions, we heard that many brands were waking up to the reality of social and racial injustice and asking themselves, “How do we even talk about this?”
In search of a starting point and being aware of our own biases and the need to practice what we preach, we all volunteered time and resources to launch a national study to validate some of our hypotheses.
The study, based on a national sample of 1,080 Americans with minority racial groups oversampled to ensure representation and weighted to national representation, was launched in September 2020. The insights were eye-opening.
The data told the story of a divided country using words with different meanings mediated by racial and generational differences. For example, the term “defund” in the context of “defund the police” quickly adopted various meanings depending on how it would affect different groups and institutions. The interpretation oscillated between its original meaning of “to prevent from continuing to receive funds” and the later interpretation of “to redirect funds to training and qualified staff that can assist the police in cases they shouldn’t be handling.”
The most interesting finding in this particular case is that “defund the police,” which emerged as a reaction to police brutality against African Americans, was supported only by 34% of African Americans. An equal proportion didn’t support it and the rest had mixed feelings about it.
To know more about the results from this study, check the webinar presentation by the MIC team here.
The insights from the study indicated that to start talking about the social issues that may emerge at any time, companies need to:
This initial study generated many ideas for additional research areas. However, we agreed that research related to the use of language by diverse groups should be the first step in creating a foundation for additional research. This led us to design a research initiative called Voices of Equity with different projects incorporated.
The first project within the Voices of Equity program is Words Matter.
The main research goal is to identify best practices for speaking both internally and externally on topics related to racial justice, diversity, equity, inclusion, and representation.
These best practices can be used to support revenue growth and operational savings through inclusivity in different areas:
This is a multiphase research project in which we will explore:
This project is launching on April 29, 2021, with the support of corporations in industries such as sporting goods and apparel, beauty and skincare, personal care packaged goods, insurance, and telecommunications. All of the participating companies will have access to multiple deliverables and online events to socialize and implement the insights.
We still have a couple of spots for research sponsors, so if you want to know more about this project and how your company can participate, please contact us at info@voiceofequity.com and visit voicesofequity.com.
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