On the 28th of June, it’ll be International LGBTIQA+ Pride Day, a date that promotes non-discrimination and the dignity of people who are part of this community. Although progress has been made, the reality is that in numerous countries, sexual and gender diversity is still persecuted and criminalised.

In more advanced societies, DE&I (Diversity, Equity, and Inclusion) policies are beginning to develop and integrate into companies, and brands must claim their role as a space for representation of the context in which we live, a vehicle to promote a more diverse, equitable, and inclusive society.

A more representative work environment not only responds to the legal commitment that every company must undertake but is also a source of wealth, opportunities, and growth for the business. Because creativity, adaptability, and responsiveness are not fully achieved if starting from a single perspective.

DE&I policies are beginning to forge a new business reality that originates in the heart of each company, in its teams, processes, and culture, and requires specific efforts to go beyond internal limits but to think of the impact on external audiences. Brands can act as a guiding axis that provides continuity and coherence, from inside out throughout the customer journey.

According to a study by IAS (Integral Ad Science), 58% of consumers believe that brands should participate in social conversations about DE&I-related issues. That is, more than half of the audience already expects companies to take a proactive role in promoting and disseminating a fairer reality, in which all people feel recognised and integrated. And they even go one step further, with 39% saying they would switch brands if they demonstrate few values regarding diversity and inclusion.

This data reveals a resounding statement: society is evolving towards the development of a deeper consciousness. Companies now encounter a heightened awareness among all their stakeholders regarding DE&I. It is necessary that they are prepared to respond and act with security and concreteness to favour diversity in access to employment, as well as co-existence and representation of all groups in the fight against any type of discrimination based on ethnicity, sexual orientation, gender identity, socioeconomic status, age, abilities, or beliefs.

And, in this task, there is still a long way to go. Diversity must be palpable and transformative. Concrete and inspiring. Because a company that transcends the norm lays the foundation for a truly diverse brand purpose.

In many cases, these policies are already being implemented in organisations, but they fail to integrate DE&I issues into the way they express and communicate externally. And society notices it. In fact, 53% of consumers believe that brands only use diversity in their communications to increase their profits. So, we face a double challenge. On the one hand, embracing diversity as a fundamental pillar of this new business paradigm that ensures access, development, and well-being for anyone in the workplace. And, on the other hand, making DE&I efforts tangible with honesty from our own brand. For the latter, we propose activating diversity through a three-step process.

From authenticity.

Showing DE&I from the brand and its communication is only possible if it is anchored in the reality of the company, in its constant and demonstrable efforts around this issue. Design Bridge and Partners worked with Iberdrola on its campaign to support the women's team for the upcoming Paris 2024 Olympic Games called "Ídolas." This represents a further step within the unconditional commitment shown by the company towards promoting and supporting women's sports. A commitment evidenced by a long-term sponsorship programme to promote the inclusion of women at all levels of the sports industry.

With empathy.

Recognising and knowing our audience is essential to get closer to them and be able to connect meaningfully with what matters to them. In the development of the Eurovision Festival 2023 brand, designed and developed by the Design Bridge and Partners team, diversity was placed at the forefront to show under its slogan "United by Music" how music can synchronise the hearts of those who listen to it regardless of who they are and where they come from. From respect and sensitivity, it is possible to build honest and bidirectional communication that favors identification with our brand by our audience.

Through representation.

The plurality of the world around us must be reflected in our communications, in the images we use, in the words we use. Because what is not named (or not shown) does not exist, and all people and all realities should be able to exist. YOY, an Argentinian digital bank whose brand has been created entirely by Design Bridge and Partners, was born with the aim of connecting with the country's Generation Z, the most diverse to date. Therefore, all its strategic, verbal, and graphic development is designed to represent the variety of genders, body types, orientations, and ethnicities that characterise these young people and respond to their concerns and hopes from their purpose, way of speaking, and visual codes. With all this, we will be sowing the seeds of authentic, empathetic, and representative communication that adds value to society as a whole.

To paraphrase John Berger in his essay Ways of Seeing: "Advertising is the culture of the consumer society. It disseminates through images what society believes about itself." Therefore, companies, agencies or consultants, and marketing and communication professionals, let us take responsibility for positively influencing to create brands and communications that do not leave anyone out, truly reflecting the society we already are. A diverse and wonderful amalgam full of nuances.