At a time when Millennials and Gen Z are becoming increasingly vital audiences for business schools, it’s important to use appropriate and aware messaging, visual and creative approaches. So let’s explore the nuances that can compromise marketing – and the Diversity, Equity and Inclusion (DEI) strategies that can generate real change.
This article was originally published on Global Focus, The EFMD business magazine
Leading from the front
Whether through a programme module or a dedicated course, most business schools already excel in teaching DEI best practice. And it follows that school marketing teams have a duty; they must ensure that the principles that they teach are also applied in their creative output. Across every touchpoint, and in every piece of content.
To keep attracting students from a global pool of backgrounds, cultures and generations, business schools today must communicate through the lens of DEI.
But beyond the commercial practicalities – and thinking on a more societal level – as global brand storytellers, marketing teams within business schools can challenge traditional ways of seeing the world and shape new possibilities. Their work can allow audiences to imagine new futures for themselves and others.
As an agency that works with business schools around the world, one of the biggest challenges we’ve been looking to address in recent months is helping those that we partner with to go above and beyond. Marketers need to show DEI leadership and to ‘walk the walk’ with authority and integrity. And getting it right takes vigilance and awareness.
The benefits are many and extend to schools, students and stakeholders. And as ESCP’s Joanna Wilkinson explains, “If somebody can’t see it, they can’t be it, so business schools have a responsibility to show leadership. We know that our marketing needs to represent DEI authentically. No gimmicks.”
Joanna Wilkinson, Associate Director of Marketing, ESCP Business School Paris Campus
What does DEI in marketing look like?
It’s well-documented that people respond to authentic representations of their own demographics. Google recently found that 71% of the LGBTQ+ community are more likely to interact with online content that represents their sexuality in an authentic way (Shelley Zalis, 2019).
From a business school perspective, the effect is pronounced. So much so, that Harvard Business Review found that simply having female instructors increased female students’ performance in class (Aradhna Krishna and Yeşim Orhun, 2020).
Demonstrating a clear commitment to representation is therefore a must, and that’s something business school marketers like Joanna Wilkinson recognise, “Our students represent 150 nationalities, come from a wide range of social and academic backgrounds and have a very active LGBTQ+ society. To keep the many sections of our audience engaged, representation really matters. But then it’s also important to go beyond the makeup of your current demographics. Because if there’s an audience out there that isn’t reflected in your marketing, you’ll probably never engage it.”
Joanna Wilkinson, Associate Director of Marketing, ESCP Business School Paris Campus
Human-centric
When aiming to make brand visuals more inclusive, putting people at the heart of the design process is a sound place to start. Switching initial strategic thought processes from ‘how should we design this campaign?’ to ‘how do we want our audience to experience this campaign?’ might seem like a minor reframing, but it can have a significant effect. The emphasis shifts to what’s best for prospective students – a conducive foundation for building authentically accessible and inclusive audience experiences.
Universal design
Two methodologies in particular can really help boost the inclusivity and accessibility of design in marketing. One is inclusive design. Its principles are there to help guide the creation of a user-friendly experience for whoever is engaging with a piece of content and however they’re viewing it. The other is accessible design, which seeks to ensure equal access for people with physical, sensory, and cognitive impairments that might affect their ability to interact with digital and print media. Being mindful of both helps deliver content that invites rather than excludes.
Every picture tells a story
Diverse representation in photography is important, but it’s not always enough. Framing carries another whole dimension of weight. It’s about the subtle social cues. The stereotypes. Where are the men and where are the women? Is the man slightly in front of the woman? Is she looking up at him? What are they wearing? The business school sector is getting much better at picking diverse selections of people in images, which is an important start.
But consciously or not, visual narratives that reinforce unhelpful stereotypes are still being produced all too often. And they can sour inclusivity, even if they’re being picked up by audiences subconsciously.
As Clea Diasexplains, business school marketing teams in South Africa are aware of this issue and working hard to address it, “Given the persistent underrepresentation of women in senior leadership positions — both in South Africa and across the African continent — many business schools in our region focus on addressing this gap in marketing efforts. At GIBS, our goal is to reflect a more inclusive vision of leadership by intentionally profiling women as spokespeople and thought leaders in our content. Through careful selection of voices in all of our activities, we aim to highlight female leaders who inspire change and challenge stereotypes.”
Clea Dias, Head of Marketing and Brand, Gordon Institute of Business Science, University of Pretoria
Inclusive inflection
Tone of voice has a powerful effect on how a brand is perceived. So it’s important to consider language carefully. Any marketing that suggests the ‘norm’ is white, male, heterosexual and able-bodied or identifies people by their race, gender, age or sexuality unnecessarily compromises its own effectiveness. It’s also outmoded and insensitive.
Language that’s aware of difference, on the other hand, demonstrates a school’s commitment to respecting and supporting everyone. And that helps to make all members of an audience feel welcomed.
DEI: the business case for business schools
Business schools that work DEI initiatives into their everyday processes will give their brand reputation and awareness a healthy boost. 34% of global consumers have boycotted a brand because it didn’t represent their identity in its advertising (Edelman, 2018); people want to be part of organisations that represent them and their values. DEI matters to prospective students, so it should also matter to marketing teams.
Another business school marketer who understands the importance and how it’s only likely to grow is Alessandro Pinna, “As part of our recent rebrand, we’ve given greater thought to our gender, ethnic and social representation. We prefer photos of diverse groups, to reflect all the people who live the SDA Bocconi experience.
“I think that shift in approach is going to help make an important difference. If audiences can see themselves in our marketing output, they’ll be more likely to feel welcomed. Getting that balance right is part of our values.
“And a greater and more authentic emphasis on DEI can only be beneficial to everyone.”
Alessandro Pinna, Marketing & Communication Director, SDA Bocconi
Award-winning business school marketing
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References
Shelley Zalis (2019), Inclusive Ads are Affecting Consumer Behavior, According to New Research, https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/#:~:text=Throughout%20the%20study%2C%20we%20also,authentically%20represents%20their%20sexual%20orientation.
Aradhna Krishna and Yeşim Orhun (2020), How Business Schools Can Help Close the Gender Gap, https://hbr.org/2020/12/how-business-schools-can-help-close-the-gender-gap
Edelman (2018), Two-Thirds of Consumers Worldwide Now Buy on Beliefs, https://www.edelman.com/news-awards/two-thirds-consumers-worldwide-now-buy-beliefs