As the world changes, embedding inclusive leadership and inclusive decision-making into marketing is becoming essential to better connect with the audiences brands seek to serve. 

‘Representation and relevance,’ were the two guiding principles underlined by Frank Starling, Chief DEI Officer at Lions. Speaking at Creative Equal’s RISE conference, he asked the audience to consider: “Are we truly representative of the communities we serve? Are we relevant to our customers and colleagues?”

He pointed to ‘You Love Me’ from Translation New York for Beats by Dre as an example of a campaign that came at a time when many brands remained silent. The campaign saw Beats collaborate with artists whose signature sound was built on channeling sonic blackness. Born from the insight that brands have long profited from Black culture, the campaign boldly asked: ‘You love black culture but do you love me?’

It is a narrative which spoke from the Black community and allowed audiences to see themselves. The campaign amassed over 20 million views, underlining the fact that inclusion is imperative in creativity.

Starling shared the progress Lions has made with its ERA, (equity, representation and accessibility) initiative, The programme of supporting diverse talent is part of Starling’s goal to create: “an inclusive industry that gives back more than it takes”.

In the festival’s efforts to drive  inclusion, it has backed a million euros worth of complimentary passes to the Cannes Lions festival. The organisation’s See it Be It accelerator for women and non-binary people has positively impacted over 1000 people, many of whom now sit at creative director level or above.

Continuing its efforts to make the festival more safe and inclusive, this year the organisation has worked with partners such as TimeTo, Brixton Finishing School and Milk Honey Bees, among others. The festival is creating 24-hour safe zones that will be occupied by trained professionals. The goal is to enhance safeguarding measures to ensure the festival is as safe and inclusive as possible and increase psychological safety. Creating a place where individuals feel they can contribute impactfully.

In the face of attacks on DEI, Starling, underlined the power of consistency. He explained: “The dialogue and the differences behind inclusion will always be there. What has shifted is performative measures, the window dressing has come to an end.” 

“Acronyms are great, actions are better,” he added. Fostering impactful actions over high volumes will create better results. He urges organisations to bring colleagues along for the journey to drive community impact to embed inclusion. 

He points to the words of Bell Hooks: “Solidarity is not the same as support. To experience solidarity, we must have a community of interests, shared beliefs and goals around which to unite, to build Sisterhood. Support can be occasional. It can be given and just as easily withdrawn. Solidarity requires sustained, ongoing commitment.”

Words which underline that change demands relentless commitment: “We need to recommit to inclusion,” he added. 

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