"Inclusive thinking has to be ingrained in the entire process to be effective.": Lindsay LaBennett, Wasserman

Wasserman

Los Angeles, Vereinigte Staaten von Amerika

See Profile

Laundry Service

Werbung/Full Service/ Integriert

Brooklyn, Vereinigte Staaten von Amerika

See Profile

Lindsay LaBennett

AVP, Diversity, Equity and Inclusion — Wasserman

See Profile

Wasserman is on a mission to shape culture, and committed to increasing diverse representation across the industry. We had the opportunity to chat with Lindsay LaBennett, AVP, Diversity, Equity and Inclusion at Wasserman, on how brands can authentically show support for and connect with marginalized communities year-round. 

How do you make space and support your employees in marginalized communities, beyond hiring?

We work to provide a supportive space by creating an environment that encourages authenticity. That means crafting resources to help us understand our differences, address communication styles and ensure that all employees feel supported in their development and career-pathing. This includes a mentorship program ensuring women and people of color have sponsors and leadership support, along with monthly educational panels on cultural issues, from how to avoid appropriating Asian culture to understanding the dynamic layers of the impact the Hispanic community has had on creative storytelling. Our entire culture has to represent a world that doesn’t try to change one another, but rather leans into our commonalities and allows people to build their skill sets and networks – despite whatever differences exist.

In what ways does your team ensure that diverse, intersectional perspectives and ideas are included in the creative process?

Having diverse teams to start with is the most important piece. But if our teams don’t already have a broad array of lived experiences, this is when we must tap into our intra-agency relationships. To do this, we have to strike the balance: while careful not to place additional cultural education labor on the shoulders of our diverse team members, we can also amplify the voices of those who are passionate and self-motivated to bring their lived experience to the table. Lastly – and likely most important – we ensure those perspectives are included at all points of the creative process, from strategy to imagery; inclusive thinking has to be ingrained in the entire process to be effective.

Calendar holidays and honorary months put a momentary spotlight on marginalized communities, creating a wave of temporary support and celebration. While this is a positive step, the industry agrees that authenticity comes through consistent engagement. What can brands do to maintain continuous connection with groups?

Sustained messaging supported by real-world action will always serve brands and their audiences better than transactional, one-off gestures. Often brands focus on two things when it comes to connecting with diverse communities: 1) trying to prove their inclusivity is real and 2) gaining support and loyalty based on the aforementioned demonstration. But take the right actions on a consistent basis and brands will have nothing to prove; the evidence will be demonstrated in the way they do business, who they hire and where they make investments.

Which brands do you see as true agents of change, across the full spectrum of DEI, including social issues? How do they inspire you?

Dove, Marriott and Target have been advancing internal and external DEI work consistently – challenging their internal policies, ensuring proper representation in their marketing and standing firm on what they believe, despite any pushback. For the brands on their own journey to resonate with marginalized communities, the most important piece is being in it for the long game - don’t be a flash in the pan, but a partner who demonstrates real intention to walk alongside them and their lived experience.