Why is diversity important? And how do we highlight diversity?
A year ago, my team and I at Kahtoola started planning for the launch of the new NANOspikes this winter. We thought about who we wanted to feature and who would best engage with audiences in the campaign.
The first thought that came to mind was elite athletes. But as we talked more — listened more — we realized there were opportunities to be had in featuring more relatable characters. Above all, we wanted to show real diversity — not just of skin color, but of life experience, background, and of motivation.
This topic resonates deeply with me. As a person of color in a white-dominated industry, I often feel like my voice is less heard in collective contexts. Conversely, I’ve also been highlighted as an example of diversity for organizations. In both situations, situations, I don’t feel like I’ve truly been represented and listened to.
Going into this project, I wanted to show who each of these individuals were as the people they are, not as who society sees them. Nicholas Geib was a dear collaborator and the brilliant talent behind the lens who, after a winter of shooting around storms and snow, brought this concept to life.
Seeing the final video was rewarding, but what was even more rewarding was getting to know Margaret, Brandon and Alejandra throughout the process of creating the campaign. Hearing their stories, seeing their reactions to the results, and also their enthusiasm and gratitude for being involved, that reminded me of why projects like this can be deeply empowering for both creators, collaborators and underrepresented groups alike.
Senior Editor of Commerce, Reviews Hearst Enthusiast and Health Group, Author, and Educator.
3moHi!!! I am a senior commerce editor at Hearst magazines! I have been trying to get in contact with your brand for months, since you parted ways with your old PR agency. Any guidance would rock. Cat.bowen@hearst.com