Gender identity, religion, physical and mental abilities – personal, intimate topics that become public debates, when it comes down to the inclusion of all social groups. Companies can decisively contribute towards this debate and thus positively position themselves as a future employer. Haptic campaigns with diversity factor can provide creative, inspiring and emotionalising support – from crayons for every skin colour, to rainbow-coloured Lego characters, through to a cube that literally makes the facets of diversity tangible.
White, blonde, blue-eyed, with the measurements 99-46-84 donning almost impossible human proportions and normally busy with clothes or her friend Ken – the classic Barbie doll is as diverse as the washing machine ads from the 1950s. At the start of the millennium years, nobody would have ever imagined the doll would dare move away from her pink-coloured dream house and become a diversity role model. And yet this is precisely what has been happening over the past few years: Among others in the scope of the Barbie Fashionistas series, since 2018 the manufacturer Mattel has been proving that the children’s classic can and should appear in diverse skin colours, clothes sizes and with physical disabilities. “Of the top ten bestselling dolls, seven were diverse – including the wheelchair doll,” according to a statement by the American group in the year 2020. “Our commitment to better reflect the world drives a powerful conversation, and we know our efforts are resonating,” stated Lisa McKnight, Senior Vice President of Mattel.
It is not particularly difficult for Tijen Onaran to find a Barbie that looks like herself: On International Women’s Day, on March 8, 2022, the 37-year-old was presented with her own Barbie doll based on her as the role model. Alongside Angela Merkel and the Olympic gold medallist, Kristina Vogel, Onaran is the third German woman to have been awarded this honour. “Every year Mattel distinguishes role models for the next generation of female leaders. I could hardly believe it when they approached me this year,” Onaran noted. On an international scale, with her trophy the entrepreneur and investor with Turkish parents, who is the founder of the diversity strategy consulting company, ACI, joins the ranks of famous, committed women from the fields of science, sports, politics and culture – such as for example the Italian ESA astronaut, Samantha Cristoforetti or Shonda Rhimes, the American maker of the successful series, Bridgerton. Women with outstanding personalities, talents and careers. Women, who don’t fall in line with the classic Barbie cliché and yet – or perhaps precisely for this reason – have been honoured with a uniquely produced doll for their qualities as Barbie Role Models.
Lego also builds on role models that represent diversity: The Danish company is one of the toy manufacturers with the highest turnovers worldwide (acc. to Statista the company made a turnover of 7.4 billion Euros in 2020) and also demonstrates its commitment to diversity – in addition to the promotion of the inclusion and representation of all social groups at all corporate levels – also in product form. Charismatic Lego sets, for instance the merchandising collector’s item for the popular Netflix series, Queer Eye, whose protagonists, the “Fab Five”, serve as ambassadors for tolerance and the rainbow-coloured set, Everyone is Awesome. Matthew Ashton, Vice President of Design and himself part of the LGBTQIA+ community, strives to set a sign for love and tolerance with the sets that were created in the year 2021: “The figures aim to celebrate the diversity of the fans and the world around us.” The designer, Ashton, oriented his use of colours on the Progress Flag of Daniel Quasar, who added different shades to the famous rainbow flag to represent People of Colour and transgender people. For Onaran such role models are “super important. Otherwise without visible diversity in products and campaigns no feeling of belonging arises – one simply doesn’t feel one is being addressed by the companies.”
Present in rainbow colours among others at the entrance area of thousands of branches, the Rewe Groups has also been asserting itself for diversity in the scope of the Come-Together-Cup or Christopher Street Day for years.
Visibility matters
The auditing company PricewaterhouseCoopers (PwC) and the agency Grabarz & Partner recently decried how few diverse promoting companies are on the scene, although the social reality is very different. They also announced their new cooperation for more diversity, equity & inclusion in the advertising world. According to them, around 19 million people with a migration background live in Germany alone. According to estimates of the WHO, 135 million people with a disability live in Europe and according to Statista, 10% of the Spanish and 7% of the Brits, Germans and French apiece belong to the LGBTQIA+ community. In other words, large social groups that have been underrepresented in the world of marketing so far. On the other hand, addressing the theme of diversity as part of their brand and communication strategy holds great potential for companies. It namely gives them the opportunity to position themselves positively. According to The Power of Authenticity, the international survey published in 2021 by the consulting company, FleishmanHillard, 65% of the respondents stated that they wanted companies and brands to show cultural awareness and cater to the needs of their diverse customer base. “
Alone the fact that a traditional product like the classic Barbie doll can develop into a diversity ambassador, shows that companies can and must change. This is not purely a public discussion, but actually a business case. Companies have to reflect the zeitgeist to ensure their sustainable and future-oriented management. Since, even beyond the social media, new social groups are impacting the discourse – the diverse target group decides, Onaran pointed out. “Since 2021 Mattel has recorded strong growth after several years of weak sales.” A further prominent example for “diversity sells” is the so-called “fenty effect”: The singer and entrepreneur Rihanna launched make-up in 40 skin colours with her own cosmetic brand Fenty Beauty in the year 2017 and obviously hit a nerve. Millions of women reported in the social media that they finally felt they were being addressed and represented – and helped the brand make a turnover of 100 million US dollars within the first few weeks. 40 skin colours have become the new standard in the cosmetic industry ever since.
Contrary to the blonde cliché: The Barbie Fashionistas in a colourful special edition to commemorate 60 years of Barbie in the year 2019.
New talent
The right depiction of skin colours was also an important theme for the writing instrument specialists, Faber-Castell: Together with their inhouse cosmetic division, a crayon set was developed that contained among others three Bicolor crayons with six skin colours in total. The leads are based on real make-up shades and have an especially soft texture so that the colours can be mixed together easily to enable as many different skin colours as possible and thus help children strengthen their identity. The Children of the World set that won a Promotional Gift Award 2022 is implemented by the Deutsche Post DHL Group for internal and external events. Ellen Wagner, anti-racism coach and founder of the agency, cross cultural bridges, stressed how decisive diversity products can be in the childhood years already: “At home we have different figures with dark skin and Afro hair as well as a crayon set with all skin colours of the world so that our child recognises itself among the toys. As a child of the 80s that was hardly possible, if at all. However, the commitment to diversity and inclusion shouldn’t purely be limited to product sales.”
There’s certainly not a lack in commitment at the Deutsche Post DHL Group, which was distinguished with the European Diversity Award, the inclusion prize for business and with the Total E-quality rating for equality, as Axel Breme, Vice President Brand Management at Deutsche Post, highlighted: “With around 590,000 employees, one of the largest employers worldwide, the Deutsche Post DHL Group considers it to be part of its corporate responsibility to promote equality. We are convinced that diverse teams are a value adding enrichment – for companies, but also for our society.”
Takes diversity to the tracks and opens eyes on behalf of Deutsche Bahn: The railbow ICE.
Diversity is equally decisive for Deutsche Bahn as an enrichment for the group culture and overarching cross-cutting theme – not least in terms of the lack of skilled labour, as Susanne Küspert, Director Personnel Strategy and Diversity at Deutsche Bahn, explained: “All diversity measures are bundled in the group initiative “Einziganders” (uniquely different), which was initiated in 2020. The focus here lies on the culture of equality. Diversity also enables us to tap into all potential on the labour market to combat the lack of skilled labour. Overall, Deutsche Bahn intends to employ at least 21,000 new employees with a personnel recruitment campaign this year, diversity is indispensable here.”
Deutsche Bahn organised among others a campaign week for all employees throughout the group to heighten awareness for the theme and it uses haptic advertising – from stickers, beach flags and badges, to flags, caps, posters, postcards and fabric bags, through to “Einziganders” tattoos for the purpose. “Beyond this we have also published a children’s book, which thematises the diversity of careers possible at the railway company,” stated Küspert. With contents suitable for children aged six upwards and colourfully illustrated, the book outlines the various professions and employees of diverse backgrounds and thus already positions Deutsche Bahn as a potential employer among the youngest members of society. The book is available in the railway company’s shop and was already implemented for internal and external prize draws. A future-oriented business strategy that definitely pays off, as Onaran confirmed: “I can only become something, if I see it. Nowadays there are so many professions beyond classic education, so many job profiles. This opens up totally new opportunities. Diversity also means career diversity.” However, merely presenting the possibilities doesn’t suffice to combat the lack in skilled labour. The right atmosphere has to be created by sensitising people for diversity themes in order to find and bind employees, Wagner pointed out: “Of course, advantages arise for companies with a diverse alignment. That is obvious. After all, how well do I work as an employee if I am frightened and have to conceal part of my identity? If I have no fear of discrimination, I can concentrate on my work better and perform more efficiently.”
Seven dimensions
From office items and everyday give-aways like spectacle cleaning cloths, through to a set of cards that explains diversity themes in a playful well, the Charter of Diversity provides haptic items to support companies and organisations with their diversity efforts.
The McKinsey survey Delivering through diversity from the year 2018, which compared over 1,000 companies from twelve countries, makes a clear connection between diversity and entrepreneurial success. The survey Diversity Trends 2020 of the Charta of Diversity also comes to the conclusion that diversity offers clear benefits for companies. The German employer initiative is part of the EU network, the Diversity Charter of the European Commission, which coordinates similarly structured Charta initiatives across 24 European countries and is based on the self-commitment declaration “Charta of Diversity” from the year 2006, which can meanwhile boast thousands of signatures – from major stock market groups, to SMEs through to academic and social institutions. “Furthermore, there is also the registered association, Charta of Diversity, which is among others organising the German Diversity Day as an attention-grabbing event for the tenth time this year,” explained Theresa Graml, Project Manager of the German Diversity Day. “We inform people on the field of themes and explain to organisations that diversity requires an holistic approach – moving away from Women’s Affairs Officers towards a Diversity Department.” In its communication work, the association additionally relies on promotional products for surveys and info material for training measures to explain the seven facets of diversity. “In addition to the #FlaggeFürVielfalt (Flag for diversity), give-aways with the Charta of Diversity branding are implemented, such as office items or spectacle cloths – small items with a large reach and impact – which keep our messengers visible in everyday life. Furthermore, to convey knowledge in a fun way we have also produced a card game set with slogans and counterarguments. Hence, we provide companies with the appropriate tools, i.e. as an accompanying measure to workshops.”
A real treat for collectors and fans of the Netflix show Queer Eye is the matching Lego set, featuring the “Fab Five” Antoni, Bobby, Jonathan, Karamo and Tan in their stylish loft.
The Diversity-Cube of Otto also explains the seven facets of diversity – age, ethnic origin and nationality, gender and gender identity, physical and mental abilities, religion and ideology, sexual orientation and social origin. The company – which is a signatory of the Charta of Diversity itself and one of the largest online distributors in Europe – designed the cube in the year 2020 together with the agency, The New Radiance. “Previous to that the Diversity Fact Book was issued annually as a PDF for Diversity Day. Appropriate key data was printed in the book, but we considered this to be too impersonal long-term. The cube brings a fresh breeze into the communication and invites people to examine the facets in-depth,” Svenja Gerads, D&I Project Manager at Otto, reported. Ethnic and social origin were grouped together so that the seven themes fit on the six sides of the cube and a provocative statement was placed on each side. “We consciously wanted to cause a stir so that people picked up the cube to see what it was all about. If one folds the individual sides open, the key data and quotes by our employees are revealed,” commented Gerads. The highlight of the cube: Augmented Reality enables digital contents like videos to be linked via an app. Moreover, the contents can be constantly updated via the landing page – “luckily for us, because we actually wanted to distribute the cube to employees at the head office in Hamburg in 2020, but then the home office obligation came into force. Diversity is a personal, emotional theme that we would like to convey face-to-face.”
True colours
All skin colours can be illustrated using the crayon set called Children of the World. The Deutsche Post DHL Group implements the set produced by Faber-Castell for its diverse corporate communications.
In terms of colour, Otto’s Diversity Cube is oriented on the rainbow – which has become a symbol for diversity in general and strictly speaking for the LGBTQIA+ community since the Pride Flag of the artist, Gilbert Baker. For years rainbowcoloured communications of a symbolic nature have become part of corporate policy at many companies, for example also at the Rewe Group. Initiated by the internal LGBTQIA+ network di.to. (short for “different.together”), which was founded by a group of regular visitors to the Pride Parade in 2013, the Rewe Group has among others positioned itself as being open for diversity within society since 2016. The stickers are attached to the entrances of the stores in an eye-catching way. “It is important for us to show our stance and make a statement – a clear signal at the entrance of the stores that everyone is welcome. We stand for a colourful, diversified society,” commented Anna Pavlitschek, Project Manager of Procurement Logistics at the Rewe Group and spokeswoman of di.to. “With the support of our patron and board member of the Rewe Group, Lionel Souque, we were able to establish the stickers as a visible sign for tolerance, openness and respect at our Rewe, Penny and toom stores as well as at the DER-Tour travel agents.” The stickers were enhanced by rainbow flags and beach flags at the IDAHOBIT in 2019 (International Day Against Homophobia, Biphobia, Interphobia and Transphobia), which were hoisted permanently even after the Pride season in many stores and which communicate the stance of the Rewe Group from a long way off.
The Deutsche Post DHL Group on the other hand is also making a colourful appearance – among others with rainbow flags and by illuminating the Post Tower in Bonn in the colours of the rainbow for the IDAHOBIT. The rainbow colours of the Deutsche Bahn are slightly more mobile: To commemorate the ten-year anniversary of the internal LGBTQIA+ network, railbow, the group sent an ICE to the tracks in the year 2021 that was decorated with a striking rainbow stripe. The maiden voyage of the train took it to Munich for Pride Week. Since then the intercity train has been travelling all over Germany and according to Küspert has obtained plenty of positive feedback: “There is even a fan website, so one can look up where the rainbow ICE happens to be at a given time. We use the train to set a clear signal for an open society and to underline our support for the LGBTQIA+ movement.” According to the YouGov survey, Diversity in Marketing published in March 2022, for example in Germany sexual orientation (48%) and gender identity (47%) are most frequently considered to be the aspects that stand for diversity. Physical and mental abilities are on the other hand seldom considered to be an aspect of diversity. However, many companies are a step further when it comes down to declaring their intentions and they view diversity and inclusion as holistic concepts. For example, di.to is just one of the employee networks at the Rewe Group that is bundled under the term diversity. And Küspert also emphasises that Deutsche Bahn’s understanding of diversity includes all seven dimensions.
Pink stinks!
Offers manifold information on the diversity-related efforts of the company thanks to the accompanying app and Augmented Reality: the Diversity Cube of Otto.
So that everything is inclusive and authentic as far as diversity is concerned, companies should act with honest intentions and tactfully with regards to the internal and external communications. “Credibility is decisive – that means the rainbow shouldn’t be abused to carry out pinkwashing, i.e. marketing without actually asserting oneself for diversity within the company and society. Feedback has been received from the LGBTQIA+ community on this topic, who stated they didn’t want company logos on the rainbow, which is why we consciously didn’t brand our stickers and flags,” confirmed Pavlitschek. In order to follow the colours with actions, the Rewe Group also sponsors diverse LGBTQIA+ events, collects money for aids charities by selling the solidarity bear or supports organisations like the queer youth meeting point, anyway.
The anti-racist coach Ellen Wagner stressed how important it is to underline the journey towards more D,E&I (Diversity, Equity and Inclusion) authentically and transparently: “Pinkwashing in the form of rainbow merchandise without reflecting about or explaining the topics is an absolute no-no. Unfortunately, I have the impression that a large number of the companies in Germany don’t see the need here at all yet. Diversity and inclusion are often buzzwords, the significance of which is often unclear. Only a few organisations broach the subject sustainably and effectively, there is a lot of catching up to do here.” The German Diversity Monitor 2021 of the D,E&I business initiative, Beyond Gender Agenda, which talks about the “German diversity dilemma” also comes to this conclusion. In German companies, for example, diversity is more a lip service than reality: The boards of the DAX are male-dominated, in spite of the legal minimum requirements. What’s more, there is a big gap between the communicated ambition and the actual implementation of LGBTQIA+ measures, disability brings up the rear. People with disabilities are not the focus of the companies’ commitment to diversity.
Yet, Graml talked about a tangible change in corporate culture: “In 2018, the Charta of Diversity had been signed 3,000 times, today there are over 4,500 signatures, with an upwards trend. Companies are doing more and more PR work and are getting their employees on board too.” Onaran also sees the need to catch up and added that initially the management levels of companies have to change so that the external communications can convey diversity authentically. “However, products like the new Barbies are encouraging people and do provide inspiration. The Role Models are unique specimens, but I have indeed received so many enquiries, whether they can be purchased – the Barbies arouse childhood memories and have a totally emotionalising effect. The newly created classic shows something can and has to change – and in these difficult times points out the direction towards more diversity.”
// Claudia Pfeifer
Photos: Charta der Vielfalt; Deutsche Bahn/Volker Emersleben; Faber-Castell; 2021 The LEGO Group; Mattel, Inc.; Otto; Rewe Group/Timo + Voss
