True Diversity: What It Means in the Workplace

By Ryan Ford

2042 marks an important year. It’s the year the U.S. Census Bureau projects America to be a “majority-minority” nation, where the “ethnic” population will outnumber the white majority. While this may seem decades away, the reality is the consumer landscape has already begun to transform; we’ve seen the minority population become the majority in the largest and most important markets in the nation. The most evident sign of this change is with the millennial consumer.

For businesses, tactics such as establishing a special multicultural marketing department or carving a special budget for this consumer are not enough and no longer apply to this new shift in the consumer landscape. Many people think that just because they put a black, Hispanic or Asian person in an advertisement, it will appeal to the entire race. It doesn’t work like that and it never has. To maximize effective marketing towards the new general consumer, it’s imperative to recognize that the “Middle America” white consumer no longer dominates the landscape. There are many cultural subjects to consider. For example, an Asian person who is first or second generation American does not see the world in the same way that a fourth or fifth generation Asian American does.

To launch a successful marketing campaign geared towards multicultural millennial consumers, the BEST way to reach them is to BE them. In order for your marketing agency or company to be that multicultural millennial consumer, you must learn how to build and maintain a flourishing and diverse workspace. Here are tips on how to achieve this.

1. Don’t Ignore The Issues of Race and Culture. It’s important to not shy away from the topic of race and culture in the office, but to TALK about it. When you discuss these issues, it benefits all your employees. It enables them to learn about other cultures, be immersed in diversity, and most importantly, it creates an environment that reflects the multicultural consumer you’re trying to target. Create team building activities both inside and outside the office where different cultures can mingle, flourish, and authentically learn each other’s differences. For example, take your staff to a soul food restaurant in Atlanta or visit a Cinco De Mayo festival in East Los Angeles. Above all, keep it lighthearted! The issues of race and culture don’t always have to be serious.

2. Know The TRUE definition of “Diversity.” Diversity doesn’t mean having a few ethnic minorities in the office or one specific department dedicated to represent diversity for the whole business. It means your entire company includes a wide array of different ethnicities, from entry-level to C-Level. It also means acknowledging and celebrating everyone's cultural differences.

3. Have a Visual Representation. Have a space in your office that visually represents the diversity and multiculturalism of your team. It’s one thing to speak about your diverse team, but to have a wall or area that embodies this makes it even more apparent. This showcases the importance of diversity in your company. For example, have framed photos that display each employee’s depth of crossing cultural boundaries, like visiting another country for the first time.

4. Know The Difference Between Psychographics and Demographics. It’s essential to have diversity of race in the workplace, BUT it’s just as important to have diversity of perspective! People of the same race don’t necessarily share the same views. Having a diverse team goes beyond skin color; it’s imperative to consider each person’s lifestyle and upbringing. Just because you have employees of the same color skin and ethnicity, it doesn’t mean they have the same interests and perspectives. Once you master this, it will make it much easier to find and focus on speaking to your target demographic in an organic way.

5. Generational Differences. Understand that perspectives of race have changed drastically throughout the last few generations (even between Gen-X and Millennials). At every company, there will always be a range of different generations working on the same project. It’s crucial to be open to other people’s perception of diversity. What may seem multicultural to you may not be in the eyes of younger or older employees.

6. Applying Your Reality. The most important aspect of having a diverse work environment and team is to relate it to the campaigns you’re working on. Utilize the knowledge you gain from your environment to successfully speak to your multicultural millennial audience. Not only will your current clients be thrilled, but showing your TRUE diversity will also help you land future clients. After all, the entire advertising and marketing industry is still trying to play catch up when it comes to diversity and multicultural marketing.

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