Getting started with diversity and inclusion: an afternoon with Madhu Mathoera

At ZUID Agency Group, we are busy every day with the question: how do we convince our clients' target groups to (keep) choosing them? What we certainly don't want to do is unconsciously exclude groups. Because those are missed opportunities. To deepen our knowledge about inclusion, we invited an expert on diversity, equality and inclusion for a keynote. We are happy to share Madhu Mathoera's valuable insights with you.

On a typical Thursday afternoon, we had the pleasure to host Madhu for an inspiring keynote in our warehouse. Madhu can safely be called an authority on diversity and inclusion. In May of this year, she released her first book 'The Inclusive Organization'. In it, she explains how, as a company, you can work towards greater inclusiveness and diversity. Fortunately, awareness about this topic is increasing, but many organizations are still struggling with the right approach. With an accessible, confrontational and often funny way of telling, Madhu took us by the hand.

waking

Soon after Madhu sets sail, it becomes clear that this keynote for us as listeners is not a matter of 'sit back and relax'. Already in her introduction, we are confronted with our own “comfortable” thinking patterns and preconceptions. Subsequently, a number of provocative statements provide the necessary discussion among the audience. The eyes are open!

That can be more diverse

To make the terms even clearer: diversity is about the right mix of differences between people within a group or organization. Inclusion means that our own diversity is actually embraced and used. Although everyone's opinion counts within our organization, a number of joint thinking exercises during this afternoon reveal that things can also be more diverse within ZUID Agency Group. And that is more than a nice side effect: an organization with many different characteristics and origins is less affected by blind spots. And especially relevant in marketing and communication, because a diverse organization can better empathize with the target group.

How (not) to do it

To substantiate the above, Madhu treats us to a number of examples of companies that are making a real mistake in this area. A drugstore that only sells patches for light skin types. Or a supermarket that carelessly mixes different dishes with their new snack - the TexMex Empanada Rot -, but forgets to delve into the underlying cultures. Cases where, due to a lack of diversity and different internal perspectives, the wrong choices were made. And so groups are disadvantaged or excluded. We agree. That's what we don't want.

Conclusion

An afternoon with Madhu gets a few things ready like a lump. We are all inclined to reason from our own perspective and every organization has its own blind spots. In most cases, certainly no ill will, but ignorance. So get to work!

A short brainstorming session at the end of the keynote provides some useful ideas that any company can apply. As an organization, set up a diversity panel - consisting of people with various characteristics, of course - that addresses creative or business issues. As colleagues, you can also keep each other focused on this theme. With examples of what not to do, but certainly also of companies that are just at the forefront of this. Madhu's tip: open the Bol.com gift guide and see how natural diversity can look.

‍