DEI, once the jewel in a marketer’s armoury, has fallen out of favour. That is a mistake, says Lynda Dupont-Blackshaw.
We buy from brands we believe in, stay loyal to those that deliver and are influenced by those we respect. Brands that create trust understand that it means different things to different audiences and build it accordingly. Buyers want to trust the quality of the service, fairness of pricing and that the ethics of the business align with their own standards.
For talent, trust is about integrity, openness, equality, workplace environment, career opportunities and remuneration. People want to know their employers will do what’s right.
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