WORKFORCE DIVERSITY


Workforce Diversity Key to Sales and Innovation


C


onsumer product manufactur- ers and retailers who create and


maintain a diverse workforce are more likely to increase innovation and meet consumer needs than those who don’t, according to a new report by the Net- work of Executive Women.


As the buying power of diverse con- sumer segments -- including women, Hispanics, African Americans and the lesbian, gay, bisexual and transgen- der community -- continues to grow, these segments represent a market- place opportunity too big for retailers and consumer product manufacturers to ignore, according to “The Changing Consumer and the Workforce Impera- tive.”


“This report focuses on how the re-


tail and consumer products industry can unleash our multicultural work- fore to aieve reult tat benefit our employees, our communities and our companies,” said Network Chair Michelle Gloeckler, senior vice presi- dent for merchandising execution at Walmart Stores. “Research for this project began at last year’s NEW Multi- cultural Workforce Conference and the results were previewed at this year’s conference in March. The Network be- lieves that diversity and inclusion is critical to the future of our business.” The report, based in part on one- on-one interviews with more than two dozen leading U.S. consumer goods and retail executives, explores the cor- relation between workforce diversity and the ability of the consumer goods and retail industries to engage the changing U.S. consumer. “Cultural connections are critical to understanding what drives purchas- ing decisions and brand loyalty across different market segments,” said Ali- son Paul, immediate past president of the Network of Executive Women, and vice chairman and U.S. retail sec-


44 HISPANIC NETWORK MAGAZINE


tor leader, Deloitte LLP. “Making these connections rely on retailers’ and man- ufacturers’ ability to not only become more culturally aware -- which are in- creasingly table stakes -- but harness and value diverse perspectives as a source of innovation.”


Paul leada panel discussion on the topic with Dian Emerson, VP, diversity and inclusion, Safeway; Marie Quin- tana, VP, multicultural sales, PepsiCo, at this year’s Hispanic Retail 360 Sum- mit, held in LaJolla, Calif., Aug. 10-12. Consumer insights most often come


from those who share a consumer’s cultural experience, the report con- cludes. As such, recruiting, retaining and advancing a diverse workforce are integral to creating a brand/consumer connection, as consumers feel most comfortable doing business with com- panies whose employees mirror their communities.


Celebrating 19 Years of Diversity


According to the report, consumer


product manufacturers and retailers may be able to achieve an inclusive ulture by firt undertanding te bottom-line business opportunity, then making a commitment to diversity that touches all company departments. Top management should view workforce diversity not as a stand-alone program, but as an essential element for busi- ness survival. Achieving cultural com- petency involves leadership commit- ment and communication, employee accountability, strong talent recruiting and retention programs, progressive succession planning and diverse sup- plier relationships. For more information, visit


the organization’s web site www.newonline.org.


Source: csnews.com www.hnmagazine.com


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