Applying DEI Principles to Multicultural Communications Campaigns
By Jennifer González
October 2023
It’s time for a shift in how we approach marketing and communications in the United States. Rather than regard multicultural marketing and the principles of diversity, equity and inclusion (DEI) as add-ons, we should incorporate these ideas into everything we do.
To create a framework for advancing multicultural approaches and DEI in communications, C+C, the PR agency where I serve as senior vice president of multicultural strategy, conducted a series of workshops with independent subject-matter experts from diverse communities, ethnicities and locations.
Energy Trust of Oregon, a nonprofit that provides cash incentives to people planning energy-saving home upgrades and renewable-energy projects, facilitated the discussion. Together, we sought to document best practices for researching audiences, planning campaigns and creating ideas.
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Jennifer González
Jennifer González is senior vice president, multicultural strategy, for C+C. She loves telling stories, particularly when they involve travel, innovation and cultural insights. She grew up in Mexico City and helps clients engage with diverse audiences. Reach her at jgonzalez@cplusc.com.
