Episode #146. Today’s episode discusses the necessity of DEI and how as marketers we have a responsibility to reflect and shape the world around us – particularly as research* shows younger generations trust brands more than governments for being ethical and competent. 

Abby’s guest is Ali Hanan, founder and CEO of Creative Equals, an award winning organisation driving the new ROI - Return on Inclusion - for people, businesses and the planet. Ali set up Creative Equals after finding she was one of the few women in creative leadership through most of her 20 year career and the company works with clients such as PepsiCo, Reckitt, Abi InBev, H&M Group, McDonald's, Mars, Wrigley and more for inclusion-first marketing strategy and creative. 

In this episode, Ali shares her definition of DEI, the business case for DEI (supported by stats & facts), 5Rs for positive impact of DEI, navigating backlash and confronting unconscious biases and stereotypes. 

Plus her career highs and lows and advice for marketers of tomorrow. 

*Edelman Trust Barometer surveyed over 32,000 respondents in 28 countries. 

00:00:00 Welcome and Introduction Defining DEI 

00:04:25 Marketing as a Force for Good 

00:09:00 Representation in Advertising 

00:11:44 Inclusive Insights  

00:14:04 Navigating Backlash in Marketing  

00:19:12 Co-creation with Communities 

00:21:05 Understanding Personal Biases 

00:24:36 Identifying Bias in Teams  

00:27:23 Researching Campaign Ideas  

00:28:49 Benefits of Inclusive Marketing 

00:30:07 The Impact of Trust in Brands  

00:33:37 Career Highs and Lows  

00:35:15 Challenges Facing DEI Initiatives  

00:39:26 Advice for Future Marketers  

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Ali Hanan | LinkedIn

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