diversity & inclusion communications resources for verde clients
It is time to take a stand once and for all
Note: This is part our Verde’s DEI resource series>
Additional information: We listened into a membership call with Camber Outdoors’ Emily Newman and Renita Smith to discuss their Anti-Racism Agenda Preview.
A letter from Kristin Carpenter:
We wanted to reach out to you this evening (Sunday, May 31, 2020) with counsel to help guide your specialty brand to take a stand or make a statement on the incredibly unfortunate and unforgettable circumstances that have put our country in an additional tailspin.
The reasons why this is important are obvious, but here are three:
Brands should stand up for what they believe, especially in a time like this.
Consumers/shoppers are more sensitive now than pre-COVID-19 and expect the brands they trust to have values and beliefs that align with (or at least respect) their own. Historically, this would tie into your brand’s specific mission, vision and values in the form of corporate social responsibility, conservation or inclusivity principles. Now, it is more important than ever to acknowledge the situation and not stay silent or go dark on this issue.
As you’re well aware, there’s a strong influx of newcomers into outdoor recreation. It’s important that your brand community sees that you’re actively acknowledging what’s happening and continuing to show action you’re taking to educate your workforce as well as position your company as a business actively doing its part.
Many of our client partners are wondering the following:
How can I genuinely address this if my company has not made enough progress toward Diversity, Equity and Inclusion (DEI)?
If my brand does choose to make a statement, will we be ‘at risk’ at a time when we are already resource-strapped and feeling a bit ‘on our heels’ getting through COVID-19 and the recession?
Please know your Verde team is here to offer resources as your communications partner.
Verde is hosting a Facebook Live: Wednesday, June 10, at 1 pm MDT: Watch the recording of the event>
Featuring Camber Outdoors’ Executive Director, Emily Newman and Chief Programs Officer, Renita Smith.
In this Facebook Live, Emily, Renita and Kristin will have a conversation to address what a business can do from where it is today, to be a vehicle for change during this time of challenge and complexity. Camber’s mission is to support workplace inclusion, equity and diversity in the active-outdoor industries.
Please send questions that you would like Verde to ask Emily and Renita to Julie Evans - julie@verdepr.com ahead of our Facebook Live on Wednesday. Thank you in advance.
In the meantime, Verde offers the following recommendations to you:
Make a donation. Patagonia made at $100,000 donation to the NAACP Legal Defense Fund
Review Good Good Good’s Anti Racism Resources
Create a factual base statement on your primary social media platforms. You can also repurpose the example from Camber Outdoors’ LinkedIn page as it points to a very good article from Mashable.
Here are examples:
Woodland Park Zoo taking immediate action on inclusion
4. As Emily will explain in more detail in our Facebook Live on Tuesday, it’s important to distinguish between DEI in outdoor (while recreating) and DEI in the workplace. The American Hiking Society, for example, shows how it stands up for DEI in this example.
Note: DEI in the workplace is the focus of this communications counsel.
When you make your statement, make sure you’re backing it with the action you can take going forward. It doesn’t have to look perfect or be perfect, you need to act. Emily’s directive is to continue to communicate what your business IS doing.
She explained: “It’s a journey, a commitment, not something you share once it reaches a certain level or percentage. Take a stand now and you’ll be an authentic ally and part of the conversation if you move to action.”
Participating in Camber Outdoors’ monthly programs are one way to take action as it helps you educate your team on best practices. The organization offers resources here.
Reaching out to your local police or Chamber of Commerce to discover how businesses in your community, and the employees and customers of these businesses, can be equitably resourced and kept safe in their day-to-day lives.
The bottom line:
Take this moment for your brand to connect with your community, followers and consumers to help them better understand what your company believes in on the issue of racism.
Continue to act on those beliefs in the coming months AND years and update the conversation accordingly.
Silence is not advised, you want to communicate your stance.
Be actively considering what’s next, how to continue to consistently show action being taken. Meaning, don’t say something and then drift off.
Again, please take this opportunity to send questions to Verde for our Q+A with Emily and Renita in our Facebook Live on Wednesday, June 10, at 1 pm MDT.
It’s critically important for brands (for everyone) to stand up for what they believe. Choose to commit to taking the steps you can, show everyone who is part of your team, or will be a future part of your team, your consumers and the industry what matters to you and what you’re doing about it.
Thank you,
Kristin Carpenter + Verde Team
PS: Do not hesitate to reach out to our team for questions, we are here to help. Contact Us>