The summer of 2020 is a time the world will never forget. The racial and social reckoning that followed the murder of an unarmed Black man, George Floyd, at the hands of a white police officer triggered a public outcry and reckoning for the racist practices perpetuated by our nation’s history and laws for centuries. Global organizations responded by publicly declaring their commitment to diverse practices through philanthropy, hiring initiatives, and crafting diversity, equity, and inclusion (DEI) statements, which were seemingly intended to overshadow previous discriminatory behavior.

While creating a public DEI statement for your organization to highlight your commitment to these practices in your organization’s culture can be seen as a progressive way to connect with your audience, without thoughtful consideration and input from marginalized audiences, oftentimes these statements miss the mark, creating division and a lack of genuine understanding of diverse communities.

Despite many organizations shifting their priorities away from embracing DEI practices, there are still many brands that are committed to creating an environment where individuals are recognized and embraced because of their unique contributions not only to an organization, but also to the world. So how can a brand convey its commitment to diversity and inclusion without appearing performative? How can it authentically address the oppression of marginalized communities while navigating an industry where peers increasingly undervalue DEI statements and initiatives?

Not only is communicating your organization’s commitment to being intentional about DEI important in establishing accountability and transparency with audiences and consumers, but it is becoming a necessity to engage with younger demographics. Countless studies have shown that younger consumers expect their brands to take a stand on DEI, with many of them only choosing to support organizations that align with their values. Authentic DEI efforts build authentic relationships with audiences, which can truly enhance brand loyalty, but these connections can’t be built without direct insights from the audiences impacted by centuries of systemic racism.

Advertisers and marketers have used research – focus groups, interviews and surveys – to test messages with their target audiences for decades. More recently, organizations have recognized the value of testing messages and content specifically with marginalized communities, acknowledging these groups often have experiences that impact how they understand and consume messaging. Because of the effect of these cultural nuances, without directly testing these messages, you’re running the risk of appearing tone deaf, performative or perpetuating stereotypes.

Message testing can help ensure your statements and/or content is culturally sensitive and resonate with marginalized communities. It can also help identify gaps in messaging and potential missed opportunities. Never assume you know what audiences want or need from your organization without speaking to them directly. These insights and shared experiences can make the difference between building a lasting relationship with consumers and being permanently canceled. Most importantly, it's crucial to recognize that a statement is just that—it should not substitute genuine efforts to build an equitable organizational culture. Internal work is essential to creating an environment that truly reflects authentic DEI practices worthy of a statement.

For more information on developing and testing your DEI statements or strategies with your target audience, contact brandale@inclusivemarketresearchgroup.com or visit www.inclusivemarketresearchgroup.com.