The issue of Equity, Diversity and Inclusion (EDI) has gradually become central to corporate strategies. Companies have realised that valuing differences is not only an ethical issue, but also provides a significant competitive advantage. Despite this awareness, supported by research evidence as we will see, many companies still question whether they should communicate their EDI initiatives externally, preferring to keep them internal. Conversely, some brands have chosen to openly promote EDI principles, but have received an uncertain and ineffective response from the public. This is because sensitivities and expectations surrounding these issues vary widely across gender and age groups. How can we break this deadlock?
The benefits of communication in equity, diversity and inclusion (EDI)
Let’s consider gender equality, one of the issues that fall within the scope of EDI policies. According to recent research by Eumetra, which surveyed over 2,000 people representative of the Italian adult population, it is crucial for companies to communicate gender equality issues to all their stakeholders, including internal employees and external consumers/customers and institutions.
In addition to being in high demand (62% of women and 39% of men requested this), companies’ commitment to addressing gender equality has a positive impact on their reputation (according to 40% of women and 29% of men). Reasons why companies should talk about gender equality include:
- promoting a more inclusive and collaborative environment
- increasing employee well-being and engagement
- expressing a commitment to the community
- and attracting new generations.
This also translates into economic benefits because a fairer, more motivating environment increases productivity, reduces staff turnover and improves the company’s reputation, thereby attracting talent and investors. Furthermore, customers and consumers prefer to support inclusive and socially responsible brands, thereby strengthening loyalty and competitive advantage.
What is the perception of companies that talk about gender equality in their advertising?
According to 38% of women and 28% of men, communication that promotes equity, diversity and inclusion (EDI) is a powerful tool for strengthening corporate reputation and building trust. However, if a company’s actions do not align with its communication, this will inevitably lead to the perception that it is just a fad or social washing, which will jeopardise the credibility and authenticity of the stated commitment.
Representation in advertising and the role of EDI
In general, people today feel poorly represented by advertising, in terms of both gender and age. Only one in five people believe that advertisements accurately depict their gender, a sentiment that is even less common among Boomers. The situation is even worse when it comes to generations: Gen Z and Boomers are the generations that identify least with brand advertising.
Source: Genders and Generations in the Mirror, Eumetra, 2024, Percentage values, Base: total sample (N = 2,004)
Many sectors still rely heavily on clichés in their advertising, while campaigns that avoid stereotypes inspire greater trust in the brand, according to 66% of respondents, who were mainly women and Gen Zers.
How to communicate in a EDI-compliant manner
To evaluate equity, diversity and inclusion (EDI) communication campaigns, Eumetra has developed an exclusive methodology based on historical data on the relationship between consumers and businesses in the area of corporate social responsibility (CSR), which includes EDI initiatives. The model analyses three dimensions and the impact of other external variables (e.g. communication):
After assessing the difference between the current and expected performance in these areas, the model analyses their impact on the congruence index. The Eumetra methodology provides a measure of how effectively the brand is performing and how to improve its EDI communication strategy by identifying the most relevant assets and areas for improvement. This approach enables the consistency between statements and actions to be assessed, thereby reinforcing the authenticity of the message and the impact of communication.
Through this assessment, companies can understand how inclusive their brand is perceived to be, identify areas for improvement and anticipate the results of a more inclusive and effective communication strategy.