Recommendations to help organizations and their respective leadership teams build a more inclusive and collaborative work culture.

I had the pleasure of writing an Op-Ed for The Business of Fashion last week which spoke in detail about racists moments I have had the displeasure of experiencing throughout my 20-year career as a public relations and brand marketing executive. As a follow-up and optimist, I believe when we know better we do better and have these thoughts as recommendations to help organizations and their respective leadership teams build a more inclusive and collaborative work culture.

A caveat goes a long way.  “Forgive me for my ignorance but I want to better understand this without being offensive?”  Empathy is key when asking a colleague or customer for racial insight and perspective. 

Race isn’t just a black issue - be sure to approach the Asian, Latino, Middle Eastern, Native American, and other minority groups with the same effort, research, and sensitivity as it relates to marketing, brand inclusion, and creative.  

Invest in cultural experts when it comes to language, colloquialisms, and religion.  As much as this relates to race, it is also relevant for international markets.  Understanding the customer’s personal values creates opportunities to have an authentic dialogue with them whether it be through marketing, product, retail operations, or religious holidays.

A diverse team is a better team. I believe it’s important to have conflicting points of view involved in the decision-making process.  Make sure the people in the room (employees) and those at the table (executives) mirror an inclusive society.  We can all sit in a room or at a table and notice if a shift is needed.  The person that is least represented shouldn't be the only one that notices. 

Kevin Fegans