Diversity and inclusion (D&I) have become more than ethical imperatives; they are critical drivers of creativity and innovation, especially for marketing teams. As Lareina Yee, Senior Partner at McKinsey & Company, noted, “Getting the workplace right for 50% of the population is never out of fashion. This is about creating an environment where everyone can thrive.” For marketing leaders, fostering diversity isn’t just about doing the right thing—it’s a strategic advantage.
Diversity Fuels Creativity
A diverse team brings varied backgrounds, perspectives, and experiences that lead to more innovative ideas. Yee emphasised that diversity fosters “the ability to connect how you feel with how you move forward,” a concept critical to the creative process. Studies back this up: according to Harvard Business Review, diverse teams are 45% more likely to capture a larger market share and 70% more likely to break into new markets. In marketing, where reaching new audiences is essential, diversity becomes a cornerstone of success.
Inclusion Builds Stronger Teams
Diversity without inclusion is incomplete. Inclusion ensures all voices are valued and heard, creating an environment where everyone can contribute their best. A McKinsey report found companies with strong gender diversity on executive teams were 25% more likely to achieve above-average profitability. In marketing, an inclusive team produces campaigns that resonate authentically, helping brands build trust and forge emotional connections with their audiences.
Business Advantages of DEI
Diverse and inclusive teams consistently outperform others. Yee highlighted the gap between good intentions and execution, urging leaders to bridge this with actionable strategies. A Deloitte study found inclusive teams are eight times more likely to achieve better business outcomes. For marketing, this means faster ideation, higher-quality campaigns, and stronger audience engagement. Today’s consumers also expect brands to reflect values like equity and inclusivity, making diverse teams a strategic asset.
How to Build Diverse and Inclusive Teams
- Broaden Recruitment Pipelines: Partner with organisations that focus on underrepresented groups and attend diverse career fairs.
- Foster an Inclusive Culture: Encourage open communication and create a safe space for all voices using feedback tools or anonymous brainstorming.
- Provide Ongoing Education: Conduct unconscious bias training and cultural competency workshops to build awareness and skills.
- Measure Progress: Track representation, employee satisfaction, and inclusivity metrics to evaluate and refine efforts.
- Lead by Example: Demonstrate D&I values in leadership actions and decision-making to set the tone for the team.
The Competitive Edge
As Yee put it, “Doing the right thing for the people who work in your companies is always the right thing.” For marketing teams, embracing diversity and inclusion isn’t just about representation—it’s about achieving superior results. Diverse teams create more authentic campaigns, connect better with audiences, and drive innovation.
By prioritising D&I, marketing leaders can build teams that thrive in an increasingly complex and globalised market, delivering campaigns that inspire and engage.
Call to Action
Start today by reviewing your hiring practices, fostering inclusivity, and tracking progress. The benefits go beyond numbers—D&I will transform the creativity, innovation, and connection your marketing team achieves.
