ED&I in Marketing Principles

Overview

Developing a robust and dynamic approach to Equality, Diversity and Inclusion (ED&I) is rapidly becoming a top priority for marketers. In this fast-changing landscape, more and more brands are realising that they will only build trust and flourish by demonstrating a genuine commitment to ensuring that all their stakeholders feel valued, included and welcome. And while the opportunities to increase customer connection are clear, marketers can also feel threatened by the scope and the complexities of ED&I and are worried about making mistakes that damage brand or reputation, especially in the social media ‘bear pit’. This course provides an introduction to the basic principles of ED&I to help you make the most of the new opportunities, while also avoiding the pitfalls of getting it wrong.

Who should attend?

Marketers who are new to this topic or whose brands are in the exploratory or early stages of their own ED&I journey. This course is suitable for anyone who wants to promote and protect their brand by including ED&I principles in their marketing and comms activities.

Learning outcomes

• Understand the fundamental principles of Equity, Diversity and Inclusion (ED&I)
• Understand the benefits of integrating ED&I into your marketing comms so that customers and employees feel that they belong
• Understand the impact of stereotyping and unconscious bias in your marketing communications
• Increase your awareness of the powerful emotions around the ED&I conversation, so that your comms initiatives have the right impact
• Learn guiding principles from examples of best and worst practice in marketing campaigns
• Challenge outdated assumptions and learn how to create diverse, un-stereotyped and inclusive content that is authentic to your brand, relatable and in touch with the real world