Episode 146 – DEI with guest Ali Hanan: Why representation matters as a force for growth and force for good

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   The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com