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Inclusion Creates Stronger Brands: eSSENTIAL Accessibility CMO Shares Insights

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Creating a sustainable workplace culture requires an intentional approach and a shift in focus—especially when it comes to diversity, equity and inclusion (DEI). These three pillars add up to a welcoming and equitable workplace, where it’s been proven to have an impact on employee retention and engagement. In fact, according to McKinsey, companies that place a heavy focus on DEI efforts outperform by 36% in profitability. This paints a clear picture: a brand’s DEI efforts ultimately matter both inside and outside your company. Demonstrating a commitment to social responsibility is one key to employee satisfaction and attracting top talent.

I had the opportunity to speak with Ian Lowe, Chief Marketing Officer for eSSENTIAL Accessibility to learn how brands are embracing inclusion and diversity now more than ever.

Jeff Fromm: In order to win externally, you have to win internally. How are brands changing to attract and retain more talent?

Ian Lowe: It’s never been harder to find and retain great talent. The competition is steep. The challenge is, do talented people know about your brand, can you recruit them, and can you get them to stay? And all of that comes down to an excellent brand reputation—are you doing work your employees believe in and that they want to be part of? Do your corporate values align with their personal values?

That’s one of the reasons we’re witnessing brands double down on initiatives that reflect the values of today’s employees, like diversity, equity, and inclusion (DEI). One way that organizations authentically demonstrate DEI, and attract and retain more talent, is by prioritizing digital accessibility. For example, if career websites and online job postings are accessible for people with disabilities, brands exponentially expand their recruitment efforts and pool of talent. When those same brands support employees with disabilities with the tools and accommodations they need to effectively do their jobs, they’re more likely to retain that talent.

This commitment to inclusion impacts a brand’s public reputation —and great talent takes notice.

Fromm: What brands are doing a great job of not just talking but acting on their inclusion strategies? How do they do this?

Lowe: Merck is one of our long-standing partner customers that holistically values inclusivity, prioritizing inclusive thinking throughout the organization. This commitment is evident just by visiting their website. Specifically, in our work together, it’s evident Merck has a deep-seeded commitment to understanding how people with disabilities engage digitally, and how to serve those needs. They’re driving a deeper appreciation for the people with disabilities audience at the brand, enterprise, and execution levels. And digital accessibility is just one of their many inclusion programs.

We’re also seeing a shift in mass media. Marvel, one of the world’s biggest media brands, had two major releases that featured characters who were deaf—Makkari in “Eternals” and Echo in “Hawkeye.” What is also exciting is that their deafness wasn’t part of the plot, and it wasn’t why they were heroes or villains, it was just who they were as individuals. This mainstream representation is becoming more commonplace as brands mature from performative inclusion to authentic representation. This shift is evidence they are authentically demonstrating inclusive thinking in their choices and behavior.

Fromm: What are some pitfalls brands need to avoid when thinking about creating a stronger culture of sustainability, inclusion and innovation?

Lowe: Inclusion and accessibility are not projects. They are long-term fundamental ways of thinking and behaving. Brands that are inclusive and accessible understand this commitment requires a change process. We have to transform what we value, what we measure, and how we hold ourselves accountable.

We’ve seen organizations struggle with this through the lens of digital accessibility. So often, leaders are measured by metrics—website visits, leads, conversions. Now, organizations are starting to zoom out, creating directives at the executive level around inclusion and accessibility, with mechanisms to hold stakeholders accountable. And ultimately, an emphasis on inclusion and accessibility will deliver metrics, but it will also begin to change mindsets, processes, and, ultimately, culture. Inclusion is an ongoing way of thinking and leading, not a project that begins and ends.

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