Diversity, Equity & Inclusion (DEI) has been a hot button issue in recent years, particularly for corporate culture and HR departments related to hiring practices, advancement opportunities and company culture. For Estipona Group, DEIA informs who we are and how we work. It is a conscious decision we’ve made to approach marketing with a DEI lens and to offer that insight and awareness to our clients.
Ensuring fair access
Diversity equity and inclusion in marketing is not just about showing different races in ad imagery, it’s about ensuring fair access to marketing communications for all people who are being targeted. This requires considering different education levels, disabilities, age, sexual and gender orientation, technology access, and housing status. A DEI approach means transcreating in other languages instead of simply translating, and taking into account regional and cultural language differences.
Partnering for the common good
We work with partners to localize messaging and communication delivery to ensure that the target audience not only gets the message but is receptive to it. DEI is about meeting the audience where they are instead of expecting them to come to you.