DEI stands for Diversity, Equity and Inclusion and is a set of principles related to an organisation’s workforce and their inclusion. At least, the focus is on the staff, but there’s no reason you shouldn’t talk about your values externally as well.

Essentially, implementing effective DEI results in a workforce that is representative of wider society, is treated fairly and impartially, and where individuals perceive themselves as able to contribute positively to the company.

Multiple advantages

Obviously, all these principles are good in themselves, but what are other advantages of a coherent DEI strategy? Firstly, highly diverse companies tend to be more profitable. Diversity also improves problem solving and innovation. Companies with inclusive cultures also find it easier to attract both talent and customers.

Avoid painting with a broad brush

One thing to remember about DEI communications is to avoid painting with a broad brush. If you really want to stand out from the crowd on DEI issues you should utilise cultural variations and traditions to maximise the impact of your marketing. But it must resonate with the audience.

By adapting your message to the countries or regions in which it will be shown you create interest and relevance for the audience and recognise their importance to you. Of course, this is particularly relevant for companies operating globally.

Choose your battles wisely

It’s worth remembering that, although DEI potentially covers many different, related topics, you don’t need to take a public stance on every issue. Certain topics are more closely related to your company, so concentrate on those where you have something to contribute to the discussion. This avoids the trap of creating messaging that simply does not resonate sufficiently with your business and makes the audience feel like your opinions are irrelevant.

Keep it real

Keeping your claims realistic is one way to avoid DEI-washing accusations. Just as green washing is something that many companies have fallen foul of, from McDonald’s non-recyclable paper straws to IKEA accrediting illegal logging, so can poor DEI communications harm the brand and perception of it. A coherent and transparent set of DEI principles goes a long way to avoiding these problems.

Don’t do DEI alone

DEI topics are something we see most international and Finnish companies actively working on. These are also topics our creatives are passionate about. We’re keen to support our customers not only in improving internal DEI procedures and communications, but also in taking these considerations into account in external marketing. If you want to hear more, don’t hesitate to give us a call.