Diversity Cultivate Success in More Ways Than One

Late last year, Adobe hosted the first virtual Adobe Max Conference. There were many sessions and workshops for creatives to participate in. Some sessions were focused on software, strategy, and even team building. If you haven't already, I highly recommend going back to check them out when you have the time.

One session that was impactful for me came from Tasha Lutfi who is the Principle Design Director at Microsoft. She shared some statistics on diverse teams and her experience as a black woman in the design and tech industry. Tasha also discussed how diverse teams are more likely to be innovative and creative when developing products. This information is important and relevant for all of us here at HDR. Especially because we are all working to create our best teams, be our best selves, and remain unrivaled.

Did you know? In the US, people of color make up 12% of the design industry and only 3% of those designers are black.

Why Does This Matter?

If companies have goals to create diverse products and solutions but the people that are creating them do not reflect diversity...we have a problem. We've all witnessed the backlash of an ad or product because there was a lack of consideration to a specifix group of people. As Tasha says, "The product reflects the team that creates it."

Specifically for those of us working in Strategic Communications, we have to remember that a lack of diversity can hinder our ability to create experiences that truly reflect the communities we are trying to reach.

The Numbers Are On Our Side

It's been proven that diverse teams make more revenue, are more productive, produce better customer/client satisfaction, and are more innovative and creative. Companies with poor diversity, experience 18% lower productivity and more errors in their work. When it comes to growth, companies that have more diverse teams are 70% more likely to capture a new market.

So making room for people of color on your local teams or even in your project brainstorming sessions are of great value.

How You Can Make A Difference Today

Be Aware

Listen to lived experiences of people of color and immerse yourself in those experiences. Empathize with their stories as best as you can.

Be a Voice

Look around in your meetings to see who is there and who is not. If there is an opportunity, get a person of color a seat in that meeting to provide a different perspective.

Be a Guide

In reference to his childhood, Quincy Jones once said, "You want to be what you see..." Recognize that some people of color, specifically in creative roles, do not have a role model that looks like them or a roadmap for their career.

It is black history month, so race is at the forefront of our company promotions, celebrations, and this even this articles bottom line. However, diversity is so much more than that. It's about perspective, inclusivity, and accessibility.

In your project meetings, think about who's in the room and who you're creating for. Does anyone's personal life perspective align with the your audience? Consider the teams skillset. You may not need social media deliverables for your project but it may be beneficial to get some insight on headlines and call to actions. Maybe you need someone that speaks a specific language to assist with those same headlines. You may be in the early planning stages of your project considering what deliverables are best for a client. Seek conversation outside of yourself to be as innovative as possible. Consult designers, writers, and web developers. Having that creative presence early on will help elevate your work.

If you want to dig even further into this subject, I highly recommend you watch Tasha's Adobe Max Session. Remember, the more we work together, the better products we will create, which will make more happy clients.

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