4. Be aware of bias and stereotypes
The images used or not used by brands to tell stories are powerful. What you show or don’t show can have a great impact on employees and other priority audiences.
Last year, Channel 4 found that 3% of adverts feature the LGBTQ+ community. Many of these adverts centre on same-sex couples. Bisexual, gender fluid and transgender people are often overlooked.
Furthermore, many adverts rely on stereotypical images. Campaigns often feature the butch lesbian or camp gay man. While LGBTQ+ individuals are rarely shown as part of a family unit or in a positive light.
Brands must work to overcome the challenges of unconscious bias and stereotyping. Training can help to make staff more aware of the choices they make. More robust testing of campaign creative can help to pinpoint potential issues.
5. Be consistent
Brands must be consistent. If inclusivity is only surface-deep, it shows. To make it clear that you mean business, consider sharing goals, actions and results. This can help to prove your commitment to becoming more inclusive.
Taking action and changing behaviour may not be easy or without consequence. But striving to be more inclusive is something that you and your brand can take pride in.