By OCGPR Staff | October 6, 2016
Diversity matters – just ask Verizon, HP and General Mills. These three global brands recently informed their respective creative agencies that not only does diversity matter, but future contracts would be tied to having diverse teams working on their accounts. Slowly but surely, more companies are putting their money where their mouth is by making diversity count in a meaningful and tangible way.
So why are more and more leading companies recognizing that diversity is good for business and making business decisions accordingly? It’s about the bottom line. Asian Americans, African Americans and Hispanics are the fastest growing segment of the U.S. population. Additionally, women drive 80 percent of all consumer purchasing. The LBGTQ community has considerable buying power and is more likely to spend with companies that are open and inclusive.
Think about it. When you have diversity in your workforce – and within your agencies’ teams – you get the benefit of diversity in thought, ideas, approach and creativity. Diversity brings to the table different perspectives and experiences, resulting in better work and happy clients. Best of all, you’ll impact your bottom line by reaching the hearts and minds of your increasingly diverse consumer audience.
So, what are you waiting for? Our management team and board room should reflect this new reality. It’s not only the right thing to do, it’s the smart thing to do.
As we celebrate National Diversity Day, ask yourself if your company’s workforce and agency teams reflect the diversity of your customers. If they do, well-done; your business has a better chance of continued growth. If not, start working on a plan now to weave diversity into the fabric of your company. You will be glad you did.
CEO, OCG PR, www.ocgpr.com
Chair, PR Council Diversity Committee