Fuelling Possibilities for People
INSIGHT OVERVIEW:
For our audience, the word ‘inclusivity’ suggests someone has the power to include.
Far more preferable is the use of the word ‘representation’, reflecting the idea of ‘everyone’.
Representation is about being democratic, real, and emotional [compassion and empathy].
Performative work is problematic, the audience is fatigued with ‘brand-wagonism’ work in this space.
Creating possibilities for people has to also be about possibilities for those that are marginalised.
Being real and representative must be inherent and it must begin in-house.
Using the ideas of ‘involving, uplifting and inspiring’ within representation is a strategic must.
If we’re going to talk about people, then we need to talk about inclusivity. Importantly, the audience push-back on the term ‘inclusivity’. To them, it has been taken hostage as a corporate word, inherently suggesting there is someone who has the power to include, if and when they so choose. In this way, we need to avoid using it, instead, using ‘representative’ in its place - as this section will show - works better.
“"I don’t like the word ‘inclusivity’. The word inclusive already suggests a power. It suggests there’s a power that is benevolent enough to include. Harmony is closer to what I think we’re all trying to get at than inclusivity. It’s about representing."
To our Originals of Culture —as we saw with Gen Z and influence—inclusivity is about being real and about being representative [a word they are far more inclined towards, just like we saw with Gen Z]. Unequivocally, representation is about being democratic. Poignantly, representation is also emotional; it is about having compassion, empathy and extended intelligent understanding. This thoughtfulness and awareness must be built into everything we do.
“"For adidas, it's just this natural progression of making sure their campaigns and their assets are consistent and do show a diverse range of people wearing their product. It's already starting to make these sorts of changes. And it's shown by the people that they are working with - Kanye West, he's focusing on a diverse range of people, Beyonce, she's focusing on a diverse range of people - so just continuing down this same route of super inclusivity in their own path would be ideal."
Performative work by brands in this area is clearly a problem; consumers across the world are fatigued with ‘brand-wagon marketing’. Making a commitment – without question – matters. This need not be complicated. The directions are clear: if we apply compassion, empathy, thoughtfulness and awareness to all that we do while behaving with benevolence and thinking with intelligence within our work, communications, processes and more, we naturally talk to humanity [that means everyone] in what we do. This is real and representative.
“"Inclusion to me is that, it’s people, it’s ideas, it’s putting everyone in a room and making sure that we’re listening, and paying attention, and the work that we’re creating is being informed by the shit that’s happening in the world, and that’s actually reflected in our environment."
We need to make this absolutely intrinsic and in-house as an understanding. The audience can see through ad campaigns and marketing pillars. Indeed, they don’t see it as a pillar or a ‘priority’ in brand speak, but rather something that should be inherent and embedded into the brand. It can’t just be a marketing mechanic, it has to be in-house. No longer satisfied with diverse yet outward-facing content; they want to know what’s going on at the core of the business, too. To create possibilities for people, therefore, it’s about ensuring we’re not only skin deep, but putting the heart of humanity at the front of centre of what we do in an honest, organic and real way.
“"I think adidas are quite good externally at being diverse, so it would be interesting for that to be coming from the inside and how that would affect what they make. It elevates stuff if you've got more representation behind the scenes; you've got a greater range of ideas. I think a more internal thing would be quite powerful."
“"Inclusivity is embedded in adidas’ legendary slogan ‘Impossible is nothing’. Everything is possible – and for everyone. There are no limits. I think that’s cool."