In this toolkit, you’ll find what we’ve learned so far about:īuilding the right team: Practical advice on how to hire and empower underrepresented talent in your team and partners so your ideas benefit from a variety of perspectives. Now we are sharing All In, our inclusive marketing toolkit that includes the full breadth of resources we’ve compiled over the past several years, with everyone so that we can all accelerate our progress as an industry. We saw how helpful this work was internally, so we shared it with over 600 agency and industry partners to get their feedback. And to make sure we had a variety of perspectives contributing to our work, we created an inclusive marketing panel of more than 90 Googlers in marketing who represent a wide range of backgrounds and have provided feedback on more than 300 Google campaigns. We used this research as the basis for a workshop that, since 2017, has been required for all Googlers who work in marketing and for our external agency partners. We began to apply what we learned to our own campaigns and creative process. This audit data prompted us to reach out to external inclusion experts and survey consumers to build a set of resources and principles to guide our work. For example, women had less speaking time, we too often portrayed Black people in overused roles like playing sports or dancing, and Latinos and people with disabilities were severely underrepresented in our work. When we started to study how inclusive our marketing actually was, we uncovered trends showing some groups of people being left out or misrepresented. As a Black and gay man who rarely saw myself reflected in media growing up, I know personally the potential impact this could have on others. Since then, we’ve been on a mission to ensure we take inclusion into consideration at every stage of each story we tell. Four years ago, our Chief Marketing Officer, Lorraine Twohill, asked my team to better understand how well we were reflecting the world in our marketing.
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