Young Consumers Are Paying Close Attention to Your Company's DEI Efforts

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Hernan Tagliani, CEO of The Group Advertising, discusses the push from younger consumers for brands to embrace diversity and inclusion at their core. Below, in his own words, he lays outs questions to drive genuine change from within. Do you realize how significant a shift, demographically and culturally, is happening right now in the U.S.? Today’s youth are far more diverse than prior generations, and it's changing everything. According to the 2020 Census, Americans 18 years and younger are the most multiracial generation ever—53% of this demographic are non-white, and by 2045, it is expected that more than 50% of all U.S. consumers will be non-white. These young, thriving consumers are pressing politicians and corporate America to change their mindset across all areas of social responsibility, especially in their approach to diversity and inclusion in marketing. They're rallying for changes in leadership and against racism, bigotry and discrimination toward minority groups, women and the LGBTQ+ community. Your reaction to this shift will determine your success. Businesses must reevaluate their internal company atmosphere, consumer demographics, current perceptions and marketing communications. Now more than ever, multicultural marketing efforts should be a key component of every brand’s overall strategy. To attract more loyalists to your brand, consider the following: Stand for genuine change Lately, I have seen strong sentiments from CEOs condemning racism and bigotry. But change goes beyond how many minority employees you have or whether you have people of color in your advertising. This is not just an HR challenge. It is an external one, and young consumers are paying close attention to your actions. Ask yourself these questions: What do you do to impact different communities? How do you keep employees and consumers excited and engaged? How can you create ambassadors throughout diverse communities? How many contracts do you grant to minority-owned businesses to fulfill your company’s vision and mission? Create better experiences It’s important to have unbiased advisers who can coach your company through this transition, so create a diverse advisory team. Inclusive leadership assures team members are heard, respected and empowered with a strong sense of belonging. This will improve productivity and inspire better ideas across the board. As a team, answer these questions: Are you connecting with multicultural consumers? How can you create a workplace that values different perspectives? How can you be present in the neighborhoods you serve? How can you evolve to a company that more consumers want to support? Just because you have been in the market for decades doesn’t mean everybody knows who you are as a brand. Find out what experiences you are creating—open up to different viewpoints and make a positive impact in and outside company doors. To thrive in this shifting marketplace, you must be committed to evolving. Young consumers are going to support companies that welcome all people and show a genuine effort in making this world a better place. Take an honest look at your company culture and the messages you are sending out. How can you promote diversity and inclusion to prove you are worthy of people's support? Your social impact moving forward will definitely be reflected in your bottom line.