The world is full of multi-faceted, intersectional human beings, and the industry should reflect that. Chatting with Mary Finch, Head of People at Iris North America, we learn how the agency empowers its diverse talent, utilizes its network to drive impactful work and quantifiable change.
How do you make space and support your employees in marginalized communities, beyond hiring?
First off, forget the idea that DE&I are buzzwords or a hiring initiative and not much else. Yes, hiring is an element of the process, but what’s needed to drive impactful, quantifiable change from a diversity and inclusivity standpoint requires so much more proactivity — and consistent application.
So, here’s my call to action: Pursue diverse talent everywhere they live and thrive, and then once they’re part of your employee community, show them how much you value their input, presence, and contribution. Dialogue with them — solicit feedback and inquire as to what your company can do to ensure they feel seen, heard, respected, and valued. Empower them within the context of your company of course, but also as it applies to client work because we know that when diverse perspectives are part of the agency process — from ideation and strategy to creative and execution — the work itself is better. And better work creates stronger client-agency relationships and that’s a win-win we can all get behind.
In what ways does your team ensure that diverse, intersectional perspectives and ideas are included in the creative process?
Our people are by far our biggest asset. And the reality is that not one of us is just “one thing.” We’re intersectional, multi-hyphenate individuals with layered identities and perspectives and that’s an incredible advantage. That’s also why whenever we’re examining a client brief, we tap talent wherever it lives — Chicago, Atlanta, San Francisco — to ensure that we’re assembling a team which can tackle a brief in innovative, thoughtful ways. We want staff from different backgrounds and life experiences to weigh in and contribute and bring their full selves, because we’ve found that that is the single best way to elevate the caliber of work we’re able to deliver.
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?
It’s not that temporary support isn’t valuable — any demonstrated support is valuable — but when we miss the opportunity to use honorary months and holidays as a springboard for continued support throughout the year, we completely miss the mark and the intention of the reminder. Brands should instead use these months as catalysts for action. Launch that campaign, plug funding into an existing effort or relationship and show up in a big way, but then keep it going the other 11 months or 364 days of the year, whatever the case may be. And the best way to do this? Ensure that members of the communities you’re seeking to speak to and connect with are part of your company itself, as well as your agency teams. Representation from within will impact and improve how your brand shows up in its communications and will not only make them more authentic but effective as well. So again, look at who you’re hiring and work with. Examine the rooms you sit in and if communities are missing, take the necessary action to resolve that.
Which brands do you see as true agents of change, across the full spectrum of DEI, including social issues? How do they inspire you?
When I consider brands that genuinely show up in the DEI space, I’d have to call out Nike and MAC cosmetics. They both cater to all people, and are intentionally inclusive and supportive of race, gender, activities, and a variety of ethnic tones. And as a black woman, it matters to me that both brands heavily support the black community. MAC proactively advances black leaders while Nike shows up for and serves communities across the globe and is also known for building equitable, inclusive practice. Both brands make me feel seen and that’s why consumers — myself included — are proud to represent and support their brands because they represent us.