Shift from authenticity to integrity
“Authenticity”—more and more I see it used as a reflection of how marketers feel. All our missteps and exclusions to date have been shaped by “authentic” intent. But intent means nothing without impact. DEI must focus on integrity, which is when you do what you say you’ll do. Brands: Learn that values are about you, but integrity is about us.
For every stated value, create your list of behaviors that exemplify that behavior. We’ve done it, though I admit we should expand it as a behavioral code of ethics—and so should you. Got an ERG? Publicly state how you’ve structured it to inform your creative product and policymaking. CEOs: Declare the ways you’re personally tied to DEI initiatives beyond a commitment to the company’s values. Agencies who are “big on culture”: State how you elevate and empower historically underrepresented people to intentionally shape cultural elements.
It’s a big business problem when people prioritize desires that brands dismiss. And when you dismiss the new, you prioritize the established. And if the establishment had treated us well, I promise you that folks would not spend their free time on the fight for basic fairness. Even if you feel you can’t approach change as a DEI expert, you can approach the DEI brand like a marketer, letting business growth inspire your connection to progress.
