Make DEIB Part of Your
Marketing DNA
Thomas Harris
Associate Athletic Director, Diversity, Inclusion, Engagement
Shared Language
DIVERSITY
• the presence of differences that may include race, gender, gender identity, gender expression, religion, sexual
orientation,.. etc.
EQUITY
•
promoting justice, impartiality and fairness within the procedures, processes, and distribution of resources by
institutions or systems.
INCLUSION
•
an action to ensure those that are diverse actually feel and/or are welcomed.
BELONGING
•
the feeling of security and support when there is a sense of acceptance, inclusion, and identity for a member of a
certain group.
dei.extension.org, Cornell
Why prioritize DEIB?
Millennials
Millennials
Gen Z
(26-41)
(26-41)
(10-25)
60% of millennials shared that
they’re willing to support a big
business that made a positive
societal impact during the
pandemic
(Deloitte)
Most diverse generation ever
and they command $360 billion
in disposable income
(Bloomberg)
Previously the most diverse
generation ever
January 2020, the spending
power of millennials was
estimated at $2.5 trillion
annually
(Deloitte)
Objectives
1. Self-assessment
2. How to create inclusive marketing plans and avoid missteps
3. How to attract diverse eyes to your department/product
4. Activity
Self-assessment
1. Are you ready for this work?
2. Check your unconscious bias
3. Eliminate barriers
Building an inclusive
marketing plan
Who is missing at the table?
1. Hire diverse individuals
2. Hire consultants
3. Advisory boards
4. Focus groups
Attracting Diverse Eyes
1. Be authentic & culturally aware
2. Use data
3. Use inclusive language
4. Modernize your social media strategy
5. Align with a good cause
Make DEIB Part of Your Marketing DNA – Action Items
Action Item
Action Step
DRI
Timeline/Deadline
Priority (ease and/or significance of
impact)
Does our Bear Down with Pride policy
include language for all genders?
Include "gender identity and "gender
expression"
Thomas/
Event Management
Fall 2020
High (relatively simple to do!)
Thomas
Fall 2021
High (easy to do)
No. Leaves out trans and non-binary
folks
Promote diversity of our teams through Discuss with coaches during the premarketing materials
marketing plan meeting
Provide multiple options to overturn
unfavorable reaction