DEIA’s Role in Communications and Marketing Practices
Diversity, equity, inclusion, and accessibility (DEIA) practices have seen a recent uptick in public discourse. Organizations that fail to demonstrate apparent DEIA practices may encounter negative publicity, legal issues, and a decline in revenue. This discussion around how DEIA can and should be evident in organizations has sparked change across multiple industries and sectors, including government and military. Millennials and Gen Zers - two of the United States’ most racially and ethnically diverse generations - continue to prioritize DEIA in the organizations they support.
Effective DEIA initiatives can provide organizations with many benefits and opportunities. Our society is becoming increasingly diverse, and organizations that understand this operating environment will be better suited for our dynamic future. In a 2021 interview on DEIA initiatives at the Air Force Materiel Command, Program Lead Keith Tickle said, “The Air Force is pursuing diversity as a mission imperative, recognizing that individuals who think alike might not resolve future complex problem sets.” Organizations that incorporate DEIA practices into their operations will be better positioned to navigate future challenges.
What is DEIA?
DEIA is defined by the White House in Executive Order 14035 as the following:
“D” = Diversity: Diversity is the representation of people from different abilities, backgrounds, beliefs, cultures, ethnicities, identities, races, sexual orientations, and military affiliations.
“E” = Equity: Equity is all members of the community or organization are treated in a fair and impartial way.
“I” = Inclusion: Inclusion is the appreciation, recognition, and use of the talents and skills of people from all backgrounds.
“A” = Accessibility: Accessibility ensures all people have access to digital and physical spaces.
It’s possible for an organization to be diverse but not inclusive or equitable, or accessible. The recent focus in both the public and private sectors on DEIA initiatives centers on ensuring all elements of DEIA are present in organizations. A lack of complete DEIA strategies evident within organizations is frequently referred to as tokenism or virtual signaling - two developments that can diminish the organization’s culture, effectiveness, and recruitment and retention strategies, especially among Millennials and Generation Z.
How does DEIA impact communications and marketing?
When incorporated effectively within an organization’s communications and marketing efforts, DEIA strategies can significantly increase audience engagement and reach, strengthen the organization’s reputation, and position the organization for a more sustainable future. Government agencies and nonprofit organizations should reflect the diverse populations that they serve. This type of DEIA strategy will include all aspects of operations - branding, communications, human resources, leadership, physical and digital space accessibility, and outreach initiatives.
Communications and marketing departments supporting public sector organizations are well-poised to shape culture internally and externally. DEIA-informed communications can set an example for ethical conduct. Additionally, such communications can strengthen community relations, boost employee morale and sense of belonging, and enhance the overall effectiveness of outreach initiatives. Unfortunately, many communication and marketing professionals are ill-equipped to incorporate DEIA practices into organizational outreach initiatives.
How can organizations incorporate DEIA practices into their communications and marketing?
Here are three actionable strategies that public sector organizations can utilize to improve DEIA within their organizations:
First, recognize that DEIA is a multi-dimensional concept.
Restricting DEIA applications to just one element of diversity, such as race or ethnicity, is a common misconception of how DEIA strategies should be applied. DEIA is a multi-dimensional concept that requires public sector organizations to evaluate multiple applications, potential impacts, and intersectionalities across working definitions.
In 2021, the White House included the following communities in their listing of historically underrepresented communities in the federal sector:
People of color, such as Black and African American, Hispanic and Latino, Native American, Alaska Native and Indigenous, Asian American, Native Hawaiian and Pacific Islander, Middle Eastern, and North African persons;
Individuals who belong to communities that face discrimination based on sex, sexual orientation, and gender identity (including lesbian, gay, bisexual, transgender, queer, gender non-conforming, and non-binary (LGBTQIA+) individuals);
Individuals who face discrimination based on pregnancy or pregnancy-related conditions;
Parents and caregivers;
Individuals who belong to communities that face discrimination based on their religion;
First-generation professionals or first-generation college students;
Individuals with limited English proficiency;
Immigrants;
Individuals who may face employment barriers based on older age;
Formerly incarcerated individuals;
People adversely affected by persistent poverty, discrimination, or inequality; and
People experience overlapping forms of discrimination.
Perform DEIA audits of your organization’s past and planned communications and marketing initiatives.
Communications and marketing professionals should evaluate past and planned content through the lens of DEIA to determine the current status of the organization on that front.
Questions to support a DEIA communication and marketing audit include:
Diversity:
Who do we feature spotlight in our communications and marketing content?
How reflective are the individuals featured in our campaigns of the diverse communities we serve and/or our workforce demographics?
What historically underserved communities have not been represented in our outreach?
Equity:
How equitably are our communications and marketing efforts applied in terms of outreach and accessibility?
Do we utilize multiple social media platforms to reach all demographics within our target audience, or is our outreach limited to specific subsets within our target audience?
Inclusion:
Do we represent diversity in our campaigns in a respectful manner? An example of incorporating the DEIA concept of inclusion in communications and marketing is prioritizing disability-inclusive communications and military/veteran-informed communications. Poorly crafted communications can propagate discriminatory stereotypes that are the opposite of inclusive.
Accessibility:
Are our digital spaces Section 508 compliant? It’s important to note that Section 508 compliance is required for federal government agencies and companies that perform work in the federal sector. Section 508 design is considered best practice across state and local government and nonprofit organizations.
Section 508 of the Rehabilitation Act (29 U.S.C. § 794d) requires federal agencies to utilize information and communications technology (ICT) accessible to people with disabilities. ICT includes a wide variety of communications tools and platforms - digital files, internal documents, graphic design, multimedia presentations, spreadsheets, and websites.
Many existing ICT can be remediated to be Section 508 compliant, which improves the accessibility of digital spaces for the disabled community. Becker Digital’s team of consultants is certified in Section 508 compliance and available to support remediation initiatives.
Solicit feedback on how to improve DEIA communications and marketing initiatives.
Effective DEIA communications and marketing practices require ongoing effort in terms of continuing education and evaluation. The United States population demographics are constantly changing; thus, the applications of DEIA will likely continue to expand and evolve over the coming years. Public sector organizations should solicit feedback from diverse advisory boards and focus groups to improve the effectiveness of DEIA-aligned communications and marketing efforts. This additional layer of evaluation can provide the organization with valuable feedback that will assist in the development of a sustainable outreach strategy for diverse communities.
Learn more about DEIA communications and marketing practices:
If your organization is looking for a creative partner to provide marketing consulting services, contact Becker Digital. We specialize in going beyond the screen and engaging diverse communities in a meaningful way. All of our work is customized to the organizational client’s needs. Contact us to schedule a complimentary call and learn more about how marketing strategy can enhance your organization’s mission.