Top Three Best Practices for DEI&B Communications

By Trish Nicolas, Executive Vice President
January 30, 2023

Recently, I listened to a couple of Simon Sinek “A Bit of Optimism” podcasts* and watched a TV series with my daughter called “Abbott Elementary.” Coincidentally, they all touched on common themes of conformity. I snickered when one of the characters in “Abbott Elementary” said, “I knew you were one of them… A conductor of mediocrity and conformity… I hate to say it, but I think you’re a conventional thinker.” The episodes’ themes got me thinking about the vital importance of celebrating, valuing and nurturing diversity.

We know intrinsically that conformity can douse creativity, but studies also show that lack of diversity in an organization can negatively impact productivity and – ultimately – business success. The Harvard Business Review article, “Diverse Teams Feel Less Comfortable — and That’s Why They Perform Better,” cites several research initiatives that elucidate how and why “working on diverse teams produces better outcomes precisely because it’s harder.”

Most importantly, organizations that foster belonging tend to be more empathetic and, in turn, experience stronger talent attraction, retention, and engagement. A Deloitte study in 2022 found that one of the “top reasons respondents chose to work for their current organization” was a “positive workplace culture” that included “a sense of belonging.” In addition, a 2022 study conducted by Fortune and Institute for Corporate Productivity (i4cp) showed that the second-highest-rated employee value proposition element was “commitment to diversity, inclusion, and belonging.”

With those data points in mind, here is SPI Group’s perspective on the top three diversity, equity, inclusion and belonging (DEI&B) best practices to integrate into your 2023 communications planning:

1. From programming-focused to outcome-driven

The quote “Diversity is a fact, equity is choice, inclusion is an act, belonging is an outcome,” has been attributed to several leaders and scholars, but the gist is that diversity and equity are data-focused, and inclusion is program-focused, while belonging is the desired outcome. While there is no doubt that DE&I initiatives benefit everyone, the focus for employees should be on the outcome of a feeling of belonging – the “B” in DEI&B. As with all strategic planning, if we are focused on the result and end-state we aim to achieve, that should drive our actions and help to ensure success.

2. From additive to integrated

Gone are the days when a separate DEI&B newsletter elicited engagement: Employees now expect DEI&B to be part and parcel of communications, authentically integrated into corporate storytelling and actions. Because we know that audiences (and communications teams) are saturated, it is the role and responsibility of the communications pros to ensure that DEI&B topics and themes are thoughtfully incorporated into the strategic plan and content calendar.

Communications teams and DEI&B should be in lockstep, speak in one resonant voice and thread DEI&B themes and content into the overarching program and campaigns – not in a silo or as an appendage to communications. DEI&B should not be treated nor perceived as a check-list item or after-thought.

3. From storytelling to storyDOing

With so many layered crises and issues over the past three years of the pandemic, generating a deluge of digital communications, it is more important than ever before to orchestrate human interactions that are authentic and truly engaging. Although many employees relish work flexibility, there is also an appetite for physical, in-person intersections that are meaningful and add value to individuals and teams.

And the authenticity of companies “walking the talk” is an imperative, at the risk of… well, everything. This is especially true regarding DEI&B: Take appropriate action and create a safe space that celebrates diversity, promotes equity, creates inclusion and results in a sense of belonging and mutual connection to purpose. The storytelling will flow from the initiatives and culture.

Audience engagement is a moving target: The platforms, channels, tools, best practices, skills, dynamics, demands, needs, and opportunities continue to rapidly change and proliferate. As an expert strategic communications agency with more than 400 years of combined experience across our team, SPI Group remains committed to guiding our partners toward resonance and results. We track the trends and set the pace for communications strategy and performance for our valued global Fortune 500 clients.

In celebration of SPI Group’s 25 years of client service, SPI Group is launching “25 Conversations Charting the Course of Communications.” Follow us on social media – Facebook, Twitter, LinkedIn – and on our website at SPIGroup.com to learn more about this keystone initiative to convene thought leaders, create meaningful conversations, fuel collaborative thinking, and carry forward communications excellence throughout the coming year.

*The podcast and series referenced in this article are: