La’Zette LaFontant, Vice President: Strategic Operations Global Inclusion, Equity & Diversity at Wunderman Thompson, delineates the holistic, inclusive strategy that utilize to create impactful work.
How do you make space and support your employees in marginalized communities, beyond hiring?
Supporting marginalized communities happens before hiring by being active in the communities we work. We connect by engaging with local schools and non-profits, and organizations dedicated to marginalized individuals. At Wunderman Thompson, our onboarding process allows cohorts to come together weekly to learn, engage and receive support. We have over 20 Business+ Employee Resource Groups representing race, ethnicity, gender, disability, LGBTQIA+, and caregivers that support our employees to ensure they feel welcomed, supported, and valued.
In what ways does your team ensure that diverse, intersectional perspectives and ideas are included in the creative process?
As part of our creative process, we include a range of voices and perspectives, and these different experiences add to our knowledge and creativity by sparking inspiration and curiosity. At Wunderman Thompson, we rely on our Global and Regional Inspiration Councils to review projects with our creative leaders. This process allows all employees from all backgrounds to view, comment, and share their perspectives to elevate the work. In addition to benefitting from the diversities in thought, this process allows us to identify gaps or blindspots in our desired outcome. We are then able to use these gaps to draw in more inclusive and diverse ideas to have a greater impact. Also, we are proud partners of the Unstereotype Alliance, which focuses on eradicating harmful stereotypes in all media and advertising content. We are proactive in ensuring an inclusive creative process that defies negative stereotypes through our Councils because we understand imagery's impact on society and their perceptions of marginalized communities.
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?
Celebrating and honoring marginalized communities during calendar holidays and months are crucial to creating an inclusive culture and workplace. However, it is only one part of a holistic, inclusive strategy. Companies and leaders must provide exposure, access, and opportunity to maintain a meaningful connection. We provide this exposure through our quarterly meetings and monthly newsletters. We grant access to targeted development programs and skill-based training. We provide opportunity by being intentional in what we say and do on a professional and personal level. Leaders must make a conscious effort to engage with, learn from, and recognize their employees continuously. It is also crucial to not just measure the inputs, but the outputs as well. The desired outcome is always behavioral change to processes, policies, and procedures that provide equity for all.
Which brands do you see as true agents of change, across the full spectrum of DEI, including social issues? How do they inspire you?
As a top client of WPP and Wunderman Thompson, one brand that comes to mind is Unilever. Their fantastic work in the DEI space continues to be a game-changer. For instance, our work with them on Degree Inclusive Deodorant identified the need to create packaging for individuals with limb differences and vision impairments; it was made with the community for the community.
Another example is the Dove brand and the Crown Act initiative which works to protect Black women against discrimination on race-based hairstyles in workplaces and public schools. This initiative has resulted in the Crown Act Law, a law that makes it illegal to discriminate against race-based hairstyles, being passed in 22 states with 28 to go. These types of initiatives change lives and our society. Authentic, sustainable change can occur when brands take on important matters that impact their employees, clients, and customers.