DEI champion Chris explains why amplifying diverse creators is a trend that marketers should pay attention to this year, how he plans to help colleagues fulfil their potential, and which app he uses to expand his knowledge.
What’s the best campaign you’ve seen recently and why?
I really enjoyed Virgin Atlantic’s See the World Differently campaign. Featuring the song I Am What I Am, the TV ad is a celebration and acceptance of the diverse world we live in. This theme continues in their recent gender identity policy launch. It’s a big contrast to the company’s early ads and a sign of progress towards a more inclusive world.
What do you think will be the most important marketing trend this year?
Wunderman Thompson has just released The Future 100: 2023 report, which is a fascinating read into the trends that are set to shape the year ahead. Amplifying diverse creators – Trend 37 – really grabbed my attention as a call to action. It connects the dots between the UK’s 2021 Census, which shows an increase in ethnic diversity, and The Black Pound Report 2022, which reveals the UK’s multi-ethnic community has an annual disposable income of £4.5b. There is a win-win human and commercial imperative for marketers to embrace these societal trends by accelerating their collaboration with diverse creators.
You’re part of Roots – an employee resource group at Gain Theory that champions DEI. What do you hope to achieve over the next 12 months?
Last year, we had a lot of success building awareness of issues, such as covering and health inequalities, that impact ethnically diverse colleagues. This year, our focus is on partnering with the leadership team at Gain Theory to identify actions – across the whole employee lifecycle – that we need to start or stop doing to enable ethnically diverse colleagues to show up as the best version of themselves and fulfil their potential.
You’re of Mauritian heritage – are there any inspirational Mauritians we should know about?
I’m proud to be mixed ethnicity with a White English Mum and a Mauritian Dad, whose ancestral roots are from Indian indentured labour. Mauritius is known as the melting pot of the Indian Ocean and the food is amazing! Selina Periampillai is an inspirational figure for me. She is British born with Mauritian heritage, who set up her own Mauritian supper club and food business before publishing a cookbook. To get a taste of island life, I highly recommend picking up a copy of The Island Kitchen: Recipes from Mauritius and the Indian Ocean.
Are there any other books you would you recommend?
Blinkist is a book summary app that my mentor recommended to me. The paid version gives you full access to their library of ‘Blinks’, enabling you to quickly digest the key takeaways from a wide range of constantly updated non-fiction titles. Each Blink has an accompanying audio track, so perfect to listen to whilst doing chores around the house! It’s been a powerful tool to aid my growth.
Contact Chris to discuss any of the issues raised in this Q&A.