2020 marks the first year wherein America’s youngest generation becomes majority-minority, and we are looking at a new ‘general market’ in this country. One that is inherently diverse and culturally fluid. One comprised of diverse audiences that demand to be seen, heard, represented and respected. And one that’s fighting for racial and societal equality and justice that’s long overdue.
The BCW Polycultural Consulting Unit goes beyond general market, multicultural or cross-cultural planning to consider an audience’s multidimensional and sometimes fluid markers of identity, highly differentiated life experiences and specific views on racial and societal issues. BCW categorized these indicators into three key pillars of identity to map points of connection, universal insights and shared human truths between client and stakeholders.
Those pillars include:
Cultural Heritage, including race, ethnicity, traditions and language;
Cultural Status, which considers lifestyle, sexual orientation, education and class/income, among other factors, and;
Cultural Zeitgeist, which accounts for factors associated with a moment in time, such as art, economics, fashion, pop culture and vernacular, etc.
Insights gained from this audience analysis are then applied across three sets of offerings which range from research and strategy to internal and external communications programs:
Research & Strategy, including primary culture and audience studies; diverse audience immersions; cultural trendspotting; message testing and optimization; and creative and cultural risk assessments.
Internal Engagement, which includes the development of programs supporting BCW’s IDEA Framework:
Inclusion: Focus on inclusive actions and behaviors, consciously managing bias and bias interrupting, integrated in the client work
Diversity: Mirror the marketplace of stakeholders you serve, including considerations for ethnicity/race, gender, sexual orientation, religion, veteran status, caregiving, disabilities, thinking style and all intersections
Equity: Consider and provide what different groups need by ensuring policies and practices provide an equal opportunity regardless of diversity dimension
Accessibility: Ensure policies and practices are equitable, including recruiting and talent initiatives and taking into consideration differently abled individuals, both physical/non-physical
Internal Engagement also includes internal audits and strategy against the IDEA Framework; bias interrupter design thinking workshops; engagement strategies for underrepresented employee segments; IDEA ‘Actions & Impact’ Leadership and Inclusion Council Workshops.
External Engagement, including polycultural brand marketing campaigns; segment-specific marketing communications campaigns; corporate reputation and thought leadership initiatives and related issues; and strategic counsel on racial injustice and Black Lives Matter issues.