An agency truly dedicated to improving DE&I across all spectrums, RAPP infuses inclusive thinking throughout every step of the creative process. We had the opportunity to chat with Nicole Simpson, Director of DE&I at RAPP, about the importance of safe spaces, impactful work, and how brands can show authentic support year-round.
How do you make space and support your employees in marginalized communities, beyond hiring?
The most important thing companies can do for their employees from marginalized communities is to make sure that they feel psychologically safe when they come to your organization. That psychological safety comes from a myriad of different practices, such as encouraging open communication, building trust through transparency, providing unbiased and constructive feedback, recognizing contributions of your talent and accountability. Additionally, it's necessary that they have thoughtfully curated safe spaces, and that is where ERGs or BRGs or TRGs become really crucial because it's important that these communities have safe spaces of their own, while also feeling supported by allies.
In what ways does your team ensure that diverse, intersectional perspectives and ideas are included in the creative process?
We make sure that our teams are well balanced with many different perspectives so that the work truly reflects the world as we know it now. We have taken many steps to ensure that all of our employees have the language and tools that they need in order to infuse diverse intersectional perspectives into all of our work. At RAPP, that meant creating our Inclusive Guide to Fierce Work. In the guide, we've outlined for our talent how to infuse inclusive thinking throughout every step of the creative process. Devin O’Loughlin, RAPP’s Chief Diversity Officer, along with myself and my counterparts throughout our global network, are working incredibly hard to make sure our people are using the tools at their disposal and that every facet of our business reflects our ongoing commitment to DE&I within our organization and the industry at large.
Calendar holidays and honorary months put a momentary spotlight on marginalized communities, creating a wave of temporary support and celebration. While this is a positive step, the industry agrees that authenticity comes through consistent engagement. What can brands do to maintain continuous connection with groups?
To create continuous connection, and not just performative celebrations, we have to look beyond just the moments of cultural celebrations and honorary months. At RAPP, we have established impactful year-round programming to spotlight these communities beyond their respective months or days. For brands, it's important that you don't just put up a generic Black History Month message or a rainbow on your site for Pride Month. Authentic support is about showing up all year round, not just when it's trendy.
Which brands do you see as true agents of change, across the full spectrum of DEI, including social issues? How do they inspire you?
Ben and Jerry's top my list as agents of change; they consistently advocate for marginalized communities and strive for social change. They've made a true commitment to social justice and that has just become a part of what we expect from the brand. Target is doing the same, especially through their Future Collective initiative which highlights amazing creators of color. I will shoutout Walmart here as well, who have had their own missteps (i.e. the Juneteenth merch in 2022), but they were not deterred from trying again during the Christmas holiday through their partnership with the Black Paper Party. They don't always get it right, but they are trying and that means a lot. Fenty is another brand that comes to mind in terms of being a true agent of change because the release of that line truly changed how other makeup brands had to show up. The release of Fenty really highlighted how little inclusivity there was in the makeup industry at the time. Brands have to realize that commitment, consistency, and infusing these ideals into their business from top to bottom is the pathway to change. Even when they make mistakes, it's the courage to keep trying that truly matters.