The topic of diversity, equity and inclusion (DEI) is increasingly high on the agenda of large companies. Both in Bulgaria and around the world, business can and should have a leading role in the development of diversity policies.
Companies that have realized the importance of inclusive communication recognize that using respectful language is key to creating a culture of belonging. Examples of such campaigns coming from global companies show trends in the field.
#ShareTheLoad
An Ariel campaign in India highlights a worldwide problem – women who have taken on most of the household chores and are also succeeding at work sacrifice time from their rest and sleep. The video cites a study conducted in India that found women sleep up to 71% less than their partners in order to finish all household tasks. Ariel emphasizes gender equality by calling for household tasks to be shared equally between partners.
#ItTakes2
The theme of equality has also been taken up by Pampers, with a commercial in India highlighting the importance of both parents spending time with their newborns and caring for them equally. The “it takes two” campaign presents the results of a study showing that 92% of fathers regret not spending enough time with their children. The video shows the importance of care from both parents and thus puts a focus on gender equality.
Colors of the World
Variety and its visual aspect are the highlight of Crayola’s range of crayons, called “the colors of the world”. The company aims to promote a sense of belonging and inclusion and to ensure that every child can creatively and accurately color themselves in the world around them with their products. The pastels in this range include 24 specially formulated colors representing over 40 skin tones.
Role Models
To promote inclusion, in 2022 Barbie introduced a series of dolls that represent people with different disabilities, like a doll with a hearing aid, a prosthetic leg or the skin disease vitiligo.
Earlier, the company also presented the first dolls inspired by women who succeeded in jobs traditionally considered male. Some dolls look like British scientist Dr Maggie Adherin-Pocock, a space scientist and science educator, Dr Ante Boethius, a German marine explorer and microbiologist, and Samantha Cristoforetti, an astronaut from Italy. The goal of the series is to inspire girls to pursue careers in science, technology, engineering and mathematics (STEM).
The good example
By their example, large companies aim to make diversity more and more valued and visible. Inclusive campaigns seek to circumvent societal biases about any demographic group—gender, sexuality, race, ethnicity, physical ability or different background. Inclusive marketing campaigns, on the other hand, demonstrate the many similarities between people, which requires a global perspective.
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