This week started off gloomy – a big contrast to last week’s sunniness – which led us to spend some extra time going through various articles.
Considering the turbulent times we have all been living, we weren’t surprised to find them awash with negativity. As we digested everything, we couldn’t help but feel the need to make a stand as a business about some of what has been happening.
As a black and female-owned company, we are deeply concerned and affected by the lack of equality and diversity evident in day to day businesses. We strongly believe that things will only improve once everyone, particularly companies and government bodies, acknowledge the rooted systemic issues which causes them. That is IF they want their ‘efforts’ to tackle them to be more effective.
We’re more than halfway through the year and thus too late for New Year’s resolutions but, with this thought in mind, we have decided to start following through with some initial business goals and leave you with a few tips which may help your company in its journey and fight against inequality and discrimination.
As black women working in a predominantly white male environments, our founders have seen and experienced their fair share of discrimination and bigotry. So these tips will come from situations we, as a company, have experienced and/or witnessed.
To all our future clients:
WE understand that you may want your advertising campaigns to be as inclusive as possible (and that’s a good thing!) but when writing up briefs, be sure not to include requests such as “I want a campaign that targets white people and other for coloured people” – because if you’re working with a company based anywhere in the UK, chances are at least one member of the team you’ve sent it to IS a ‘coloured’ person.
WHEN a Black co-worker has the courage to correct clients or their higher ups when they give insensitive feedback like: “this needs to looks more ghetto” or “she needs to act more like an angry black woman”, back them up. Please don’t let us have to deal with it alone. Actually, speak up and do it yourself because that’s the only way change will be made.
WE completely understand the benefits of using societal trends to better reach your target audience as a business ourselves. However, if a Black employee tells you that the direction of your idea is inappropriate or makes them feel uncomfortable, don’t let your ego get in the way of your empathy. It’s not easy for us to be that ‘irritating’ voice that goes against your ideas, particularly when we’re often the minority in the room. Please take a step back to try and understand where they’re coming from instead of just shush them dismissively.
The path to tackle these issues is not an easy one but we’d like to ask you to take on the challenge.
If you think that you would need help with the process, get in touch today!
AWL Connoisseur Group 