ACTIONS
A DE&I Perspective on
Marketing!
“DE&I Input Session”
A DE&I Perspective on
Marketing!
“DE&I Input Session”
In 2023, we conducted a “DE&I Input Session”* for employees involved in marketing and creative positions to improve Diversity Equity & Inclusion (DE&I) literacy. To date, 570 marketers and creatives have participated in the program and have received positive responses that have led to behavioral changes.
＊Content developed in collaboration with Amplify Asia, a consulting firm in the D&I field
INDEX
01
Summary
Summary
- Objective
- Improve DE&I literacy of employees involved in marketing
- Target
- 570 employees involved in marketing
- Methods
- Global DE&I accompaniment, discussion of other case studies,
and idea generation using reframing online. - Outcome
- Increased participants’ interest in DE&I
and willingness to use it in their work
Background of
conducting
the “DE&I Input Session”
Under its corporate mission “BEAUTY INNOVATIONS FOR A BETTER WORLD,” Shiseido has positioned DE&I as an important management strategy aiming for a society where diverse people around the world can live their lives, true to themselves.
To date, we have made efforts to promote the understanding of DE&I, including the implementation of e-learning programs to learn various aspects of DE&I and unconscious bias.
We conducted the session for marketers, believing that creating value through marketing activities and brand business activities based on the DE&I perspective is the foundation that leads a company to growth.
Goal of the “DE&I Input Session”
❶ To understand the appropriate methods of expression and communication based
on the DE&I perspective in the brand’s marketing activities
❷ To gain inspiration to restructure marketing activities
by viewing the brand mission from a DE&I perspective
02
Content of
the DE&I Input Session
It is to understand the diverse values and perspectives of people around the world, and to learn how to think in order to appropriately promote the marketing activities of the brands you are responsible for by reflecting DE&I perspectives in the brand mission and learning case studies that embody in marketing activities.
Content of the “DE&I Input Session
In the first half of the session, participants learned the knowledge and awareness necessary to promote marketing based on the DE&I perspective, with the theme of “No one getting hurt” as a basic premise. After learning about the DE&I guidelines issued by the Unstereotype Alliance and the World Federation of Advertisers (WFA), which are used as references by global companies, participants exchanged opinions on how they themselves feel as one of the diverse consumers by looking at many domestic and international marketing and advertising examples of other companies.
To deepen their understanding of DE&I, they also learned about “psychological blind spots” and “perspective taking.”
In the second half of the session, we did group work utilizing the “reframing” thinking method to discuss the current situation surrounding beauty for the visually impaired.
“Reframing” is a way of thinking that allows us to see things from a different perspective and discover new possibilities. By putting themselves in the other person’s shoes, understanding and empathizing with the other person, the participants shared ideas in small groups and discussed what they could do as marketers to help the visually impaired enjoy beauty more.
DE&I is perceived differently depending on individual values, the environment in which someone placed, and the region, and it changes from day to day. In this session, rather than searching for the right solution, we promoted the idea that each employee should be aware that they are a party to DE&I, and how they should face the theme of DE&I, while comparing it with actual marketing activities.
03
Outcome and Challenges of
the “DE&I Input Session”
Outcome of
the “DE&I Input Session”
The results of a post-session survey showed that 95% of participants were “satisfied” with the program.
Here are some specific comments from participants.
- I thought I knew DE&I well, but once again I realized that there are many perspectives that I am not aware of.
- It was a good opportunity to think carefully about DE&I.
- I was surprised at how many different perspectives there are even among the marketers. I gained a lot of insights from the diverse opinions of the participants.
- We were able to think about it in light of our own work and make it our own.
- I want to make use of this for future strategic planning and marketing activities.
- It made me think about the mission of my brand.
Many participants also mentioned what they noticed from the case studies of other companies and discussions among the participants, indicating a shift in awareness the DE&I perspective needs to be applied to marketing.
Although this was the first time for this initiative, there were many positive opinions, providing an opportunity to recognize the meaning of this session and the high level of interest among marketers.
Learning through
the “DE&I Input Session”
While the session brought out high satisfaction, many participants also commented, “I realized my blind spots for the first time,” “I want to learn more about DE&I,” and “I want to know more about various differences such as disabilities, LGBTQ+, and race,” indicating the need to expand opportunities for our employees to think carefully about DE&I.
We will continue to provide opportunities for employees to permeate their understanding of DE&I and to change their behavior. In addition to the session, we will also share the latest information that will bring awareness from a global perspective, such as the DE&I newsletter distribution, to create value for beauty based on the DE&I perspective.
In closing
Everyone is a party to DE&I. Everyone has diversity within themselves that cannot be seen from the outside. Just as individual values and ways of thinking are updated through daily experience, the way society perceives DE&I changes from moment to moment. We will continue our efforts to ensure that each and every employee is sensitive to such changes and embodies the DE&I perspective.
