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What’s Next:
Diversity or death:
Six ways to get cultural leadership right
Shelina Janmohamed
Powered by
Do we need
cultural leadership?
What's Next: Diversity or Death
What's Next: Diversity or Death
Question: Who are the snowflakes?
Answer: The question is a red herring
This is about responding to the fact that consumers
now increasingly expect brands to take a point of
view on social and political issues
of Gen Z would actively engage with a brand that could help them make a difference.
of millennials expect companies to make a public commitment to good corporate citizenship
Nearly
70%
3/4 of millennials and Gen Z are willing to pay extra for products and services from companies
dedicated to social and environmental change, compared to just 51 percent of boomers.
81%
What's Next: Diversity or Death
What's Next: Diversity or Death
Conscience Creative Commercial
Change needs to happen
From the top
Diversity must be inside and outside
From the very beginning of the planning process
Seamlessly woven into every aspect of the organisation
In communications and consumer engagement
To avoid you doing this… Don’t get your campaign
checked off like this…
Powered by
6ways to get cultural
leadership right
Your product is not the answer to a serious
real world problem, and shouldn’t try
1
No, you can’t co-opt major political
moments to sell product
Don’t take commercial benefit from the IP of
others. It’s called cultural appropriation (which
is not just nonsense).
2
Check your creative references.
The case of blackface
Katy Perry Burberry Prada
3
Understand history and tropes
Make sure the right people are in the room
The ethos has to be embedded through the
organisation, from top to bottom.
The case of customer service
4
Inclusion is about more about than just who is in
the photos (although that is important too)
5
What's Next: Diversity or Death
Think your cultural insight all the way through
6
Powered by
Change needs to happen
From the top
Diversity must be inside and outside
From the very beginning of the planning process
Seamlessly woven into every aspect of the organisation
In communications and consumer engagement
Conscience Creative Commercial
Thank you.

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What's Next: Diversity or Death

  • 1. Powered by What’s Next: Diversity or death: Six ways to get cultural leadership right Shelina Janmohamed
  • 2. Powered by Do we need cultural leadership?
  • 5. Question: Who are the snowflakes? Answer: The question is a red herring
  • 6. This is about responding to the fact that consumers now increasingly expect brands to take a point of view on social and political issues of Gen Z would actively engage with a brand that could help them make a difference. of millennials expect companies to make a public commitment to good corporate citizenship Nearly 70% 3/4 of millennials and Gen Z are willing to pay extra for products and services from companies dedicated to social and environmental change, compared to just 51 percent of boomers. 81%
  • 10. Change needs to happen From the top Diversity must be inside and outside From the very beginning of the planning process Seamlessly woven into every aspect of the organisation In communications and consumer engagement
  • 11. To avoid you doing this… Don’t get your campaign checked off like this…
  • 12. Powered by 6ways to get cultural leadership right
  • 13. Your product is not the answer to a serious real world problem, and shouldn’t try 1
  • 14. No, you can’t co-opt major political moments to sell product
  • 15. Don’t take commercial benefit from the IP of others. It’s called cultural appropriation (which is not just nonsense). 2
  • 16. Check your creative references. The case of blackface Katy Perry Burberry Prada 3
  • 18. Make sure the right people are in the room
  • 19. The ethos has to be embedded through the organisation, from top to bottom. The case of customer service 4
  • 20. Inclusion is about more about than just who is in the photos (although that is important too) 5
  • 22. Think your cultural insight all the way through 6
  • 23. Powered by Change needs to happen From the top Diversity must be inside and outside From the very beginning of the planning process Seamlessly woven into every aspect of the organisation In communications and consumer engagement