If the events since the COVID pandemic have taught us anything, it's that businesses must stop playing lip service to diversity, equity, and inclusion (DEI). It's no longer enough to sound authentic on social media without following through.

Promises demand the muscle to change business practices.

Change won't happen by wishing. Businesses need actionable plans to make headway.

Here are some solid ideas for how we as marketers can help drive DEI-related change.

The Case for Embracing DEI

Let's be frank: One of the major obstacles to elevating DEI is the lack of will to change. At times, people not from underrepresented groups can struggle to fully internalize the urgency to change. That is why education and communication are key, and marketers can—and should—absolutely drive the conversation.

Data is invaluable when making business decisions, so use data to support the benefits of embracing DEI. There is ample evidence DEI makes for good business, so let the numbers help you tell the story:

• Company performance: Companies with more diverse teams achieve 19% higher revenue than others, largely because of greater innovation, a Boston Consulting Group study found.
• Talent management: Hiring and maintaining a diverse workforce better enables companies to attract top talent, and it yields 5.4 times higher employee retention.
• Decision-making: Diverse companies show better decision-making and deeper customer insight.

Beyond metrics, there is a more important aspect to consider: the moral one. Being an equitable employer that treats diverse employees and customers fairly is the right thing to do.

It's also what employees want.

Mobilizing Employees

Your best allies in the cause for DEI are employees. That's because DEI is inextricably linked to company culture—which with employees.

Forming a DEI committee can be an invaluable tool for understanding DEI priorities. The voices of many communities aren't always heard, so taking cues from your people is a fantastic way to ensure your marketing messages come from an authentic foundation, helping you to prioritize goals. Empty commitments get sniffed out right away; to build a path for change, enter your DEI efforts with an open mind, a humble heart, and a collaborative spirit.

Because DEI is all about inclusiveness, you'll need allies when driving DEI practices as a marketer. Many marketing teams are inextricably linked with the "people team" (Human Resources)—and for good reason. Those who manage the people function and those who manage the communication streams are natural partners. The benefits of that close relationship far outweigh any administrative delays from getting feedback early and often.

Together, you can formulate sound plans; and, more important, you can put them into action.

Employees and corporate boards alike expect genuine results. Approach all your DEI efforts with an acknowledgment of that mindset.

Determining DEI Priorities

Because change takes time, continual education, and communication, it's essential to vet company priorities with company leadership to sustain the long haul. It's the only way to ensure executives understand employee sentiment and marketplace expectations for corporate messaging around DEI.

If your leadership team is either not diverse or not supportive of DEI measures, that vetting process can be a challenge. Arm yourself for the conversation with a robust combination of employee surveys, marketplace assessments, and DEI best-practices to show how your company compares.