Welcome to the age of accountability

Brands need to be the change and to be a showcase for the hope created via the disruption of 2020. Now is the time for actual results.

Many brands and agencies have taken time in 2020 to “listen” or to acknowledge what’s going on in the world by, say, posting Black Squares on Instagram, by making promises or bold statements, and by publishing diversity numbers (or lack thereof). And then, of course, nothing much happened. But 2021 will be the age of accountability.

Vulnerability, risk, and acknowledgment are cornerstones of the human experience that thread through the stories we tell in our work.

Accountable results for inclusion and diversity are now tied to C-Suite bonuses in many companies, and this has already been the case for Microsoft and Intel. Will this provide results in 2021 as people start hiring again? If so, how will leaders answer to the demands for accountability?

Boost DE&I by addressing the inner workings of your organization

For executives to be accountable, they need to take a good look at the inner workings of their organization. Developmental abandonment is too often suffered by minority employees, as they are hired but not promoted at the same rate as white, straight employees—if at all. If current employees are experiencing developmental abandonment, executives must take action. An organization needs to be accountable to its current employees before trying to fix things with new hires or investments.

Dive into the hiring process to remove bias via application AI programs that eliminate candidates based on skewed criteria. Look for fit by job demands, not “culture.” A structured interview process allows a candidate’s skills to come to the forefront. Role remits should be run by DE&I consultants to ensure qualification does not exhibit bias around schooling expectations and previous work history.

Create strategies and experiences to support emerging diverse talent 

As we’re in lockdown and the future of work is not on display at a public water cooler anymore, new roadmaps for emerging talent need to be provided. These strategies should afford new employees the opportunity to not only grow in their roles but explore other departments and meet other teams. I’ve personally allocated funding for my young team members to join members’ clubs and networks that can provide both networking opportunities and the inspiration required when fostering talent on their path to success. 

But, the “canceling” of brands (and their leaders) is an opportunity to show up, transform, and do better. 

Remember, allyship only exists through actions A movement garnering global attention is attractive, but, as any organizer will tell you, doing the work every day is not. The power of movements that have solidified globally from #metoo to #BLM to Xtinction Rebellion remains loud and determined. In January 2021, Black Lives Matter Los Angeles protested every morning for 22 days to block Los Angeles Mayor Eric Garcetti from getting a place in President Biden’s cabinet. They succeeded. Supporting these wins with a like is not allyship. Allyship is a verb, not a social media boost.