• by Sean Singletary , Op-Ed Contributor, March 9, 2022

One of the greatest and largely unspoken conundrums for those who want to advance diversity, equity, and inclusion (DEI) is that whoever initiates the conversation sets the tone for how the audience is likely to internalize the topic. 

When that happens between people of different races or genders, it inevitably leads the listener to feel that something is being pushed on them or that they are misunderstood. Human nature being what it is, the discussion starts in the wrong place.

After the murder of George Floyd, dismissing DEI was not an option, and brands found themselves struggling to navigate race.

Previously, people were unlikely to discuss this polarizing topic in a work setting. However, from that point, we saw an increase in DEI activations, mandatory implicit bias training, and several other tactics to demonstrate that a given organization stands for belonging.

As I see it, the problem is that you cannot create empathy and impart it on others -- and the underrepresented are tired of sympathy. We want change.

We must accept that the road ahead of us is a long one, and it will require intentionality and openness to see a perspective that can be vastly different from our own. We lean on our barriers and struggle to connect with others who may appear to be different than ourselves.

While we have an opportunity to unpack these constructed limitations, as DEI efforts are expedited, the core premise and purpose of inclusion is often neglected.

Most DEI conversations begin with what makes us different, not what we share. While celebrating differences is essential, we must acknowledge the commonalities that connect us.

When people share similar experiences and emotions, we become vulnerable and more open to sharing what unites us rather than focusing on what divides us. 

By simply reframing the starting point, we will find much greater success in discussing the challenges and developing solutions. As marketers, we can advance the dialogue in a thoughtful and meaningful way while building an authentic connection to our colleagues and consumers.

Brands will succeed commercially and as citizens, if they invest in and harness the unique power of sponsorship.

The beautiful thing about sponsoring a concert or a sports event is that the experience accentuates our commonalities. Everybody — Black, White, Hispanic, Indigenous people — at an event is united by a passion for a team, athlete, or performer.

My onboarding is a living example of building on commonality with apparent differences. I interviewed at Horizon Media in August 2020, during the period of social unrest and awakening following the murder of George Floyd. It was a time when companies focused their efforts on hiring from underrepresented communities, so my antennas were up to ensure this wasn’t the only reason the meeting was taking place. I remember meeting my then future manager, and noting he was white. I am not. From the get-go, I remember thinking, “I don’t have a lot in common with this guy.” 

As any job candidate should, I began to share my qualifications and entrepreneurial ventures -- for me, it was in Detroit promoting Big Sean, one of Kanye West's top artists and producing concerts featuring artists like Wiz Khalifa. As our conversation went on, I learned that my interviewer is a huge fan of old-school hip hop and was friendly with Run DMC's management, so he attended many of their shows. He was part of the movement.

That's what we need. Right there. Connection. That was the draw for me.

In the coming months, we built on that foundation. We had a lot of common moments and shared experiences, especially around the importance of DEI and Inclusive Marketing. While we are not quite “chalk and cheese,” we do have different work styles. That's okay, because we respect one another and drive toward the same goal.

By discovering our shared passion for hip-hop music, we were willing to let our guard down and transform a routine interview into a bond that helped us build a successful working relationship and a shared commitment to champion change. 

The passion that music and sports fans share allows them -- even gives them -- permission  to be vulnerable and recognize commonality versus distinctions. That shared passion can be the catalyst that will enable us to have emotional conversations about DEI -- rather than sounding like scripted copywriting. We subconsciously dismiss our inherent defense mechanisms; we can connect and open ourselves for deeper discussions.

Otherwise, we behave and talk the way we think we should – we put ourselves in a “this is what I am supposed to say and how I am supposed to say it” mode -- and we end up dancing around the tough conversations.

Marketers have an opportunity -- I would say we have a responsibility -- to use lifestyle events to encourage those tough conversations and bring about real change in society.  

When a brand financially enables a concert or a sporting event, it creates a moment where people of different backgrounds look at the same person or team and are united in that experience.

Barriers and differences, for the moment, disappear. In a way, the brand becomes a mutual friend who introduces strangers and allows them to share an experience. Let the social media aspect run its course, and the possibilities will increase exponentially.

Brands can do more -- to move beyond lifetime value and create a valuable life for their consumers.

When other institutions in society seem mired in inertia, brands -- through their sponsorships -- can make statements and open channels of communication. In the DEI space, that's the holy grail.