Diversity & Inclusion: More Than Programs, It’s About Business Success

The 4A’s invites members to share insights and opinions on a myriad of subjects. Michael Wheeler, president of GD&I Enterprises, LLC, shares his thoughts with us on Diversity and Inclusion in today’s advertising industry.

Diversity is an inherent factor that influences and contributes to the success of any business. So, it makes sense for the advertising industry to step forward and take on the role of being a model industry for Diversity & Inclusion (D&I). For revenue generation and creating shareholder value—Diversity matters!

McKinsey & Company reported in a January 2015 article that, “companies in the top quartile for gender or racial and ethnic diversity are more likely to have financial returns above their national industry medians.” To win new business and to keep clients, Diversity matters: It enhances creativity, drives innovation and results in better client solutions.

Diversity matters to industry and client reputation and image, too—recent headlines from around the world illustrate that clients are holding the industry accountable for Supplier Diversity goals. Diversity is a key factor in getting and keeping the best talent in the world. Diverse talent is the bridge to the multicultural marketplace.

Too much has been said about what’s wrong with the advertising industry relative to Diversity & Inclusion. We know what the problems are and have been, and it is known what needs to be done. Now, we just need to do it. To make the advertising industry a model for Diversity & Inclusion, we must embrace the tough issues head on, address them directly, proactively and commit to real sustainable change. Companies that get it and diversify will create a competitive advantage for themselves, their clients and investors.

What needs to happen:

1. Define Diversity & Inclusion. Do not assume everyone understands the what, the how and the expected outcomes.
2. Recognize the challenges and lean into the discomfort. We all like our comfort zones—get out of them.
3. Know what matters to clients about Diversity & Inclusion. Most Fortune 500 client companies have made significant investments and commitments to D&I. Be able to meet their needs and be willing to learn from them.
4. Create a strategy that is aligned with, and tactically integrated into, business strategy. D&I is not just a human resource issue and it’s more than creating programs. It’s a way of thinking about and doing business and interacting with people.
   • Build Diversity top down and across. Make sure your client teams, your new business team and your leadership team is diverse. It makes a difference. Talent management is critical.
   • Create an inclusive work environment. Embrace and learn to value differences in all forms.
   • Lead and build cultural competence. Ensure leaders have the skills and competencies for working effectively across differences.
   • Actively leverage Diversity: Seek out different perspectives, reward risk taking and divergent thinking—and not just from like-minded, familiar people.
5. Mitigate unconscious bias. Behaviors, policies, processes and practices across the business and human resources can be biased. MIT’s Mary Rowe, who coined the term “Micro-inequities”—or the behaviors and actions that are a result of bias—also coined the term, “Micro-affirmations.” Rowe says when we affirm people we mitigate the micro-inequities.
6. Respect and include. The so-called “soft stuff” is the hard stuff of business. When people feel respected and included they feel better and are more productive and committed.
7. Hold everyone accountable. Diversity & Inclusion includes everyone and everyone has a role and responsibility in making it work. Do not tolerate bias and exclusion.
8. Reward and celebrate. Reward those who do it well. Celebrate wins.

There was a time that the industry was run by men—white men—and they were successful. The world changed. Women are now big players in the industry and the industry is better for it. While increasingly diverse, the industry doesn’t quite reflect the world around it with regard to race, ethnicity, people with disabilities and others. Amazingly talented people who want to be part of this great industry are getting left out. Let’s not let that happen. Diversity a force of change that will force change—it is here and now. Look at Diversity & Inclusion like other business challenges and opportunities: Embrace the reality, commit, act and reap the rewards!

Wheeler will be hosting a breakout session at the 4A’s Talent@2030, being held on September 27 & 28th in New York City. Named a “Pioneer of Diversity” by Profiles in Diversity Journal, Wheeler has nearly three decades of globally recognized thought leadership and accomplishments in diversity & inclusion. He’s worked with Fortune 500 companies, government and not-for-profit organizations (as a corporate executive on the client-side and within advertising/media) and is a renowned entrepreneur and author. [email protected]