workforce diversity
The Branding of Diversity
by Nadine O. Vogel
“B
randing” is a bit of a buzz
word right now and rightful-
ly so. Organizations realize
that the way they present themselves to
the community, the way they communi-
cate their mission and values is impor-
tant in both connecting with consumer
markets and attracting and retaining top-
level talent. If perception is reality, then
branding is, too. “Accessibility”, “dis-
ability”, and “special needs” are not
buzz words. In fact, many organizations
shy away from the special-needs mar-
ket, not realizing its potential — and
that potential is huge. First of all, con-
sider the numbers. Fifty-four million
American adults identify themselves as
having a disability, and another twenty-
three million are parents of at least one
child between the ages of five and six-
teen with special needs. Some compa-
nies don’t reach out to this population
because they believe that the money nies are embracing diversity without nately, this somewhat narrow take on
isn’t there. They need to think again. even being aware of it. diversity is especially true of the view
According to the U.S. Department of Companies may also be unaware of toward people with disabilities, though
Labor, the adult disabled population has their own biases. Many people are there’s a bit of a twist. When the special
discretionary spending of approximately uncomfortable with the idea of disabili- needs community is considered, it’s
$200 billion a year – two times the ty, and this discomfort may translate often in carefully measured charitable
spending power of teens and seventeen into business practices that ignore the efforts. Charity can be a good thing, but
times the spending power of tweens. special needs market. Companies may it’s not marketing. It’s vital for brands to
Add to that friends and family, and the also overlook this market for fear that engage the community with more than
market grows exponentially. they will “do it wrong”— that somehow the occasional sponsorship. If marketing
they’ll fail to reach the market or even and diversity departments worked
Overlooked Potential offend the community. This last reason together to produce a co-branded effort,
With such obvious potential, why is may sound familiar to diversity profes- and if that effort resulted in branding
the special needs market largely sionals. Traditionally, marketing depart- that was applied 24 hours a day, seven
ignored? Many consider this community ments do not regularly meet with their days a week, it would speak volumes to
a niche market. While people with dis- diversity counterparts, but to market the public.
abilities are inarguably a minority, they effectively to diverse communities,
are also the largest minority in the these two internal organizations need to A Beautiful Example
world, as well as the most diverse. Dis- come together. Many companies still But what exactly might this effort
ability doesn’t discriminate: people of view diversity as a service, looking entail? How can companies break down
all races, cultures, and socio-economic inward to the company’s health rather the invisible walls that inadvertently
groups can become disabled, or give than looking outward to a diverse popu- exclude this market? “The first step is to
birth to a child with special needs. By lation of consumers –- minority markets have a complete understanding of this
reaching out to this community, compa- that they can’t afford to miss. Unfortu- market,” says Gianna Locasto, Director
30 Celebrating over 15 Years of Embracing Diversity WWW.HNMAGAZINE.COM
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