To an extent, the creative industries have always dealt in smoke and mirrors. Obfuscation is, after all, part of what makes the whole thing so exciting. We live, however, in a world that increasingly values transparency, particularly given the age of “alternative facts” we find ourselves in now that we’re officially living in both a post and pre-Trump world.
Authenticity is something that can no longer be proven; it’s all a matter of opinion. Thankfully shaping opinions is something creatives have been doing since the days of chalk sticks and cave drawings.
When it comes to the subject of diversity, it can be easy to assume that most brands and the agencies fuelling their creative fires are simply doing their part to avoid falling behind. But there are just as many brands out there with legitimate hopes and dreams for the future of diversity and inclusion as there are corporate shills chasing the latest trends.
Sorting the righteous from the self-righteous is not something I plan on doing here, though I will say that “I’d like to buy the world a Coke” could very well count as the earliest example of a phenomenon of diversity washing. This is a practice that it would have been all too easy to get away with in the last century but today, in a world where real diversity means real change, it simply won’t fly.
What is Diversity Washing?
The term "diversity washing" has emerged as a cautionary buzzword in recent years and while it might not engender quite the same amount of shame as "greenwashing," it’s certainly something brands and agencies alike might want to keep in mind when investing in fresh diversity pledges.
Rebecca Hendin
Simply put, much in the same way that greenwashing involves brands overselling their positive environmental impact to the extent that it makes them look desperate (and false), diversity washing occurs when brands and agencies claim to champion diversity and inclusion more for profit and public image than genuine commitment.
This trend isn't just a subtle faux pas either; it's a missed opportunity to foster real change and connect authentically with a diverse audience. If you’re worried that your agency or brand might be engaging in deceptive practices and portraying itself as a champion of diversity without enacting real change, please read on. Hopefully we can do something about it, together.
How to Avoid Diversity Washing
If you don’t really know what you’re trying to achieve then it's easy to get caught up in creating campaigns that look inclusive on the surface but are really just doing the bare minimum. Real inclusivity goes beyond casting diverse models or featuring minority groups in a one-off ad; it’s a fundamental concept.
Hossein Kalantari
Embrace Authentic Representation
Authentic representation means consistently portraying a wide range of identities, cultures, and experiences across all campaigns, ensuring that these portrayals are nuanced, respectful, and free of stereotypes.
Foster Diversity Within
Diversity should start from within the organization. This isn't just about hiring people from various backgrounds; it's about valuing their perspectives and ensuring they have equal opportunities for growth and leadership. When your team is diverse, your work naturally becomes more inclusive, reflecting a broader spectrum of human experiences and resonating with a wider audience.
Engage in Continuous Learning and Listening
The landscapes of culture and identity are always evolving. What's considered respectful and inclusive today may change tomorrow. Brands and agencies need to stay informed and adaptable, engaging with communities, listening to feedback, and being willing to change course when necessary. This ongoing process of learning helps avoid the pitfall of superficially adopting diversity as a trend.
Prioritise Transparency and Accountability
When mistakes happen—and they will—how you respond matters. Transparency about your intentions, actions, and missteps, along with a clear plan for improvement, shows that your commitment to diversity goes beyond lip service. It's about being accountable to the communities you aim to represent and to your audience at large.
Collaborate with Genuine Intent
Jon Goulding
Partnering with creators, influencers, and organizations from underrepresented communities can enrich your campaigns with authenticity and depth. However, these collaborations should be rooted in respect and a genuine desire to uplift these voices, not just borrow their credibility.
Evaluate Your Campaigns with a Critical Eye
Before launching any campaign, critically assess its representation and messaging. Does it perpetuate stereotypes? Is it tokenistic? Does it reflect the diversity of the audience you're trying to reach? This internal review process, ideally involving a diverse team, can help catch potential missteps before they become public.
Make an Ongoing Commitment
Finally, avoiding diversity washing means making inclusivity an integral part of your brand or agency's DNA. It's not a box to check or a seasonal campaign theme; it's a continuous commitment to representation, equality, and respect in every campaign, every hire, and every decision. It’s not something that will happen overnight, but it will be more than worth the effort. For all of us.
