Integrity of practice matters when businesses seek to be meaningfully inclusive. This could be as simple as retaining cultural experts to inform a project intended for a key demographic.
Diversity and inclusion is more than optics- and this example from an IKEA store of performative inclusion is just that…
“Photos doing the rounds online showed the poster at the new IKEA store in Bahrain with an English tagline that read “create your perfect night’s sleep”. However, the Arabic line underneath the English line in the signboard didn’t convey the same message as it read: “Same but in Arabic”
Funny to some, sure. But smacking of incompetence, to others.
In marketing, you’re only as good as your last campaign- and the last thing your need is to have your legacy defined by a gaffe. 🤦🏽♀️ #diversityandinclusion #representationmatters #culturaldiversity # #branding #tasneemchopra #crossculturalconsultant