NEW YORK, September 24, 2020 – BCW (Burson Cohn & Wolfe), a leading global communications agency, today launched the BCW Polycultural Consulting Unit that helps clients understand, connect with and move diverse stakeholder audiences through nuanced, hyper-resonant, precisely deployed communications and campaigns that are culturally relevant and promote inclusion and diversity in the workplace and beyond.
“Through the BCW Polycultural Consulting Unit we can help clients engage in pointed, meaningful conversations with diverse target audiences in the way they want to engage and using the right language, imagery and messaging,” said Donna Imperato, Global CEO, BCW. “With 2020 marking the first year in America where the youngest generation is ‘majority-minority,’ it is critical for clients to reach these audiences now to establish long, meaningful and trusted relationships.”
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:
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:
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.
“We are looking at a new ‘general market’ on the rise in this country, one that is inherently diverse and culturally fluid,” said Kristin Hooper, BCW Polycultural Consulting Unit lead. “This audience not only demands to be seen, heard, represented and respected - it is also on the front lines of fighting for racial and societal justice. Brands and organizations that overlook connecting with polycultural America now risk losing their relevance with an audience that is only going to continue to grow.”
“Identity is a very personal and sometimes complex mix of variables that matter greatly to individuals,” Imperato added. “The BCW Polycultural Consulting Unit is about helping clients navigate this complexity to meet target audiences where they are and in ways that are relevant and will resonate. BCW’s core driving force is to move people. The formalization of this unit ensures that our clients are equipped to reach all kinds of people.”