The Micropedia of Microaggressions | Zulu Alpha Kilo
As a minority-run business, inclusivity is part of Zulu Alpha Kilo's DNA. We had the opportunity to chat with Vinay Parmar, Creative Director at Zulu Alpha Kilo, about the powerful thinking behind the work that has solidified them as true change makers.
How do you make space and support your employees in marginalized communities, beyond hiring?
We believe powerful thinking comes from embracing diverse perspectives, so cultivating diversity and inclusion was baked into Zulu Alpha Kilo’s core values from day one. Recently, we were certified as a minority-run business by the Canadian Aboriginal and Minority Supplier Council, an organization that has partnerships with the National Minority Supplier Development Council in the U.S. Throughout our 15 years, elevating the voices of the underrepresented has always been a priority and we’re committed to continuing that tradition.
And as one of the few Canadian agencies founded by a BIPOC person, diversity is part of Zulu Alpha Kilo’s DNA. Our Founder and Creative Chairman, Zak Mroueh, created the 20Doors Scholarship Fund to open the doors for more BIPOC creative talent in our industry (www.20doors.ca).
Bringing diversity and inclusion into our client work includes creating The Micropedia of Microaggressions (TheMicropedia.org) and Harley-Davidson’s Tough Turban (case study). Some additional steps we’ve undertaken to foster our DEI objectives include:
- Programs and events initiated through our DEI committee, including DEI mindset training and wellness workshops
- Providing a safe space for our Zuligans to provide feedback through various channels (email DEI team, 1:1 or anonymous)
- Health benefits that provide alternate approaches to health care; for example, an interactive platform with virtual appointments, prescription delivery, 10 paid health days (all dimensions of wellness / mental and physical vs. sick days)
- Partnerships with DEI consultants and organizations that provide confidential forums for employee engagement
In what ways does your team ensure that diverse, intersectional perspectives and ideas are included in the creative process?
Diverse thinking is an asset in Z.A.K.’s creative process in both Canada and the U.S. Our creatives make it a natural part of the ideation process to be curious, ask questions, uncover firsthand POVs from various groups and, most of all, have empathy. It also helps that our creative department is home to people of all walks of life, so diversity isn’t as much of a box to check as it is just a part of Z.A.K.’s core concept.
We also value being transparent with DEI, so our employees and the community can track our progress. Please find our latest report HERE.
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?
For brands to make meaningful connections with various groups, it all starts with consultation. Even before any work goes live, consultation goes a long way to keep the work from missing the mark. For example, when creating Tough Turban, we connected with the Sikh community throughout production to ensure that every detail of the turban’s cultural significance was captured and recreated in an authentic way.
Moving forward, we’re seeing brands integrate culturally relevant events into their annual planning. Over time, that will create more visibility for underrepresented cultures.
Which brands do you see as true agents of change, across the full spectrum of DEI, including social issues? How do they inspire you?
We worked with the following brands to embrace diversity not only through optics, but through real action.
Harley-Davidson
For decades, Harley-Davidson built an image of a mid-40s, male rider on the open road, but the brand’s audience was far more diverse than that image. So, we invited Toronto’s remarkably eclectic riding community to a unique pop-up, A Harley-Davidson Café. This motorcycle-themed coffee shop welcomed riders to fuel up and bond over a shared passion. We then invited riders from around the globe to journey across Canada together in a Discovery Channel documentary series called Common Ground. Finally, we developed the ‘Tough Turban’ – an impact-resistant turban that allowed Sikh riders to practice their faith while riding safely. In the end, Harley-Davidson simply reflected the diverse community that makes the brand so iconic.
Harry Rosen
As a luxury menswear retailer, Harry Rosen always had an air of sophistication. But in 2020, the brand was no longer connecting with younger, more diverse audiences. So, we relaunched the iconic menswear brand through a new and inclusive platform called ‘Set The Tone’, which championed feeling good and doing good no matter who you are. That led to Toronto Raptors’ Chairman Masai Ujiri partnering with Harry Rosen for a charitable capsule collection called ‘Humanity’ – with all proceeds going to Black Youth Helpline. A grooming campaign even touched upon the grooming practices of various faiths. Ultimately, by embracing inclusion, Harry Rosen welcomed an entirely new segment of customers.
BBPA, TMU Diversity Institute, Canadian Congress on inclusive diversity and workplace equity, Pride at Work Canada
Microaggressions are everyday snubs and insults that marginalized groups face. They’re often very subtle comments or actions that come from implicit bias and/or stereotypes. To educate society on microaggressions and help people unlearn them, we created The Micropedia of Microaggressions with the support of the following brands: Black Business Professional Association, The Ted Rogers School of Management’s Diversity Institute, Canadian Congress of Inclusive Diversity & Workplace Equity and Pride at Work Canada. The Canadian government has implemented The Micropedia as a resource in their 50-30 Challenge – a program which seeks to increase diversity efforts in workplaces nationwide. The tool has reached people in over 172 countries and can now be found on DEI resource pages in companies and organizations around the world.