LGBTQ, Intersectionality and Brands: A Conversation with Rich Ferraro of GLAAD

Recently, Ketchum peers had the privilege of hearing from Rich Ferraro, the main communications officer of GLAAD–an organization that works through amusement, word, digital media and with symbols to share narratives from the LGBTQ+ community that accelerate following. I was inspired by the work he and his colleagues are doing, their tactical approach, the achievers they have gained along the way and their commitment to continue to fight for alter. It was too a pleasure to hear from Rich about his own personal faiths and experience.

The full dialogue was fitted with enormous takeaways around behaviours that we should all be considering as communications consultants, action-based allies and organizers. Here’s some of what I learned.

Use data to prove that Diversity, Equity& Inclusion( DE& I) is important to the health of your business.

The spotlight on DE& I has never been brighter than it is right now for many organizations, but how do you make sure that the attention, commitment and accountability don’t wane when other issues predominate the ever-flowing news rounds? The bottom line is that DE& I is good for business, and it prioritizes both beings and profits. Rich shared the conclusions of the a report GLAAD produced with P& G( a Ketchum client) demonstrating that 70% of non-LGBTQ respondents favored labels that included LGBTQ people. People don’t merely so wishes themselves represented, they want to see others, very. Showing diversity in your campaigns will realise your label more petitioning to consumers and show you understand that representation matters, so doing the right thing can also translate to sales.

Live what you say, even when you don’t get credit for it.

Being vocal and taken any steps on DE& I long term can get you positive attending from both consumers and the media, but that shouldn’t be your exclusively focus–it’s just as important to make sure your internal mansion are in favour of and that you drive conversion behind the scenes. For Rich and his team, one example came from working on the Caitlyn Jenner interview with Diane Sawyer to ensure the conversation about transgender name would resonate in living rooms around the country. GLAAD didn’t play an self-evident role, and numerous wouldn’t be aware of their contribution, but their participation and commitment to the community were an integral part in moving the conversation about trans parties forward. To ensure real alteration, we should drive our approach and objectives not only out loud, but also on a personal or internal degree. For speciman, if you’re touting your DE& I excellence without first assessing your own internal DE& I initiatives and the feelings of your most important stakeholders–your internal community–then you’re doing it for all the wrong reasons.

Don’t fall into silos.

People are complex beings with many different parts to their identities and experiences, and no parish is a monolith. So, when thinking about DE& I, you shouldn’t think of merely “race, ” “LBGTQ, ” “gender equality, ” etc.–you should think about intersectionality, or how people from various backgrounds and lived experiences encounter the world and the ways in which they know numerous types of discrimination. Rich described how he and his crew altered the focus of this year’s Pride Month from being a celebration to a moment to discuss and enlarge the much-needed conversation about Black trans beings amidst the Black Lives Matter asserts around systemic racism in America. I is contributing to brands to be considered how they are unable further all areas of DE& I and actually dig deeper to address structural and systemic publishes around discrimination and inequality while centering those most affected , not just trending publishes at the top of the news agenda. When you’re thinking about the campaigns you’re create, internal policy changes and external partnerships, “ve been thinking about” how they will impact and address the intersection of all of the various issues experienced by beings across all communities in society.

Admit what you don’t know and curate your community.

Even those of us focused on DE& I don’t know every detail about every issue and know-how for every person or parish they touch. It’s okay to admit what you don’t know, and to seek help from those who do. Formations like GLAAD advise and working in collaboration with companies to ensure they are handling the subject with faithfulnes and respect. Rich and his unit advise on writes, shedding, ad imitate and more. They can do a gut-check on your hopes and prevent redundant indiscretions. Participating with these organizations can also stop you from relying exclusively on your employees’ feeling strive to represent a certain group or point of view–something that many find depleting and exasperating. You can also use these relationships to find excellent marriages to assist these peers feel corroborated, envisioned and see by you.

DE& I isn’t just for specific moments in time.

It’s easy for symbols to engage with and rally behind key moments such as Pride Month every June, but as Rich pointed out, LBGTQ representation should be considered a year-round commitment that goes beyond a revel of specific docket years. And that get for other DE& I matters too. Fellowship should think about how they are showing up in every piece of work they do, whether that’s a holiday campaign, an inclusive busines culture-building program or the launching of a new commodity. Supporting a justification by joining the conversation at a specific moment in time is important, but you need to ask yourself how you can continue the momentum and ladder back up to an overall strategy designed for persistent impact.

We’re grateful to Rich for sharing his time with us, and we’re energized to continue the conversation with you. If you’d like to talk more about DE& I, intersectionality and how symbols and individuals can educate themselves, please get in touch.

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