Jun 30, 2022
I once attended a meeting. There, women stood up and shared their experience working on a blank marketing team for the campaign. All the while, she was uncomfortable with the variety of videos the team worked on – the entire cast was white. She casually mentioned it here and there, but everyone on the team ignored her. Finally, when the video was presented to the Indian CEO, his first comment was "Why are everyone in the video white?" It is important that we listen to the experiences of others frankly and without defending against our own implicit prejudices and mistakes. It makes us better people and makes our work better. advertisement Continue reading below Lift others over you when you can This is probably the most difficult one. In many cases, we feel that we are working ghost mannequin effect hard to get to where we are and want to receive our legitimate interests in everything we put in. But with the cumulative effects of popularity and follow-up, the time will come when our privileges as white marketers can emerge to us as opportunities that others may not have. An example of this might be that you no longer have to market yourself as a speaker at a marketing meeting or event, but you may be asked to be a speaker or simply be asked to do so. Meanwhile, others still have to navigate the pitch process and are at the whim of the event organizer. Lifting others in this situation includes: Before agreeing to speak, make sure your event plans to have a diverse and impartial speaker lineup. Make sure BIPOC and female speakers are paid for their appearance. Even providing your spot to underrated professionals in the same space. advertisement Continue reading below It's not easy to give up on something that seems to have worked hard, but it does show that BIPOC experts in the same field understand the extra burden that must be incurred to achieve the same results. It is difficult to evoke and limit your own implicit bias. And it becomes even more difficult when algorithms, data modeling, machine learning, and techniques are compounded against us and reinforce our prejudices. But in the long run, it's a way for marketers to work together to make our space a fairer, more comprehensive and representative place for everyone.