It seems like every other day a big-name business is in the news for walking away from its Diversity, Equity, and Inclusion (DEI) promises. Like your contrarian uncle at Sunday lunch, these companies are loudly going ‘anti-woke’, leaving many to wonder if DEI was just a corporate fad. Spoiler alert: it isn’t. In fact, we think there’s no better time to put the pedal to the metal and show real commitment to inclusion.
Because you can’t argue with the facts: a diverse workforce is good for people and profit — just ask the countless studies (also, it’s just the right thing to do). But how do you actually attract that diversity? Great campaigns attract great talent, assuming you don’t make avoidable errors. Here’s our Wiser approach to DEI campaigns that actually deliver.
Do Your Research
Before your team jumps into creative brainstorms, you need to listen. Not just to data (although that’s important), but to people’s actual experiences. It’s those one-on-one interviews and small focus groups that help you see the real picture.
When you properly research your target audience, whether they’re working mothers in tech, veterans transitioning to corporate life, or neurodiverse university leavers, you gain insights that no statistic could ever truly capture. It’s about spotting what they value, worry about, and need in a job. That knowledge is the foundation for campaigns that resonate, not patronise.
Mind Your Words
Language can be a subtle saboteur in your DEI campaign. Here, the devil’s in the details. It’s not just about avoiding ‘dominant’ or ‘competitive’ if you’re trying to appeal to women. It’s also respecting how communities talk about themselves. For instance, people-first language suggests saying “person with a disability,” rather than “disabled person,” unless an individual prefers otherwise. And capitalising “Black” when referring to people is now standard practice, to reflect a shared history, community, and cultural identity.
Tools like the Gender Decoder help flag words that carry hidden bias, but a critical eye will go further, especially for references to race, disability, or other identities. The bottom line? It’s not about being ‘correct’; it’s about showing respect.
Paint an Authentic Picture
It’s an age-old truth: pictures speak louder than words (for better or for worse). So if your photography shows a multicultural paradise that doesn’t exist in your real office, you’re just setting yourself up for failure. Keep it real; if your workforce is still on the path to diversity, don’t pretend you’re already there. It won’t take long for new hires to realise you’re faking it, and they’ll be pretty disillusioned when they do.
That said, you do want to reflect genuine variety — age, background, physical ability, working style, and so on — where it exists. Work with actual employees for a snapshot that’s true to life. They’ll be your best ambassadors, and can give you great insight into your strengths and weaknesses as an inclusive employer.
Show, Don’t Tell
Anyone can shout about how they ‘celebrate differences.’ But if your business lacks inclusive policies, support systems, and accountability measures, your words won’t just weigh on your conscience — they’ll backfire. Remember that Pepsi/Kendall Jenner commercial that vaguely alluded to Black Lives Matter? It was a disaster, because the brand tried to capitalise off the movement whilst avoiding making a clear statement of allyship or offering any tangible support.
Instead, go deep: highlight how your parental leave actually works, how your mentorship programmes uplift women in STEM, or how you’re supporting neurodiverse employees with quiet workspaces. These moves will be really meaningful for your audiences. Transparency is key here. If you have milestones to reach, say so. Show your progress, even if you haven’t nailed every goal yet. Audiences spot real effort, and they respect it.
Don’t Fall at the First Hurdle
Talking the talk about inclusion means nothing if your campaign process shuts people out from accessing it. For starters, is your website accessible? Are your in-person events wheelchair-friendly? Are your videos captioned for Deaf or hard-of-hearing viewers?
Over a billion people worldwide have a disability, and without accessibility measures they could be excluded from your campaign.
Try to go above and beyond here. Accessibility standards (like WCAG, the Web Content Accessibility Guidelines) are a starting point, not the finish line. For example, just because your font meets the minimum size requirement doesn’t mean it’s genuinely comfortable to read. Look for ways to exceed the baseline rather than just ticking boxes.
Ready to Make a Real Impact?
Yes, the headlines can be disheartening, and yes, some companies still see DEI as a box to tick. But if you’re reading this, you’re not ‘some companies,’ are you? You get that an inclusive campaign is a blend of research, respectful language, authentic visuals, tangible proof, and an accessible approach, start to finish.
At Wiser, we build DEI campaigns for brands that know better than to treat inclusion like a passing trend. Because beyond the buzzwords and boardroom stats, real inclusion can transform a workplace into a place where people actually want to work — and that’s what we live and breathe.
If you’re ready to show, not just tell, let’s get cracking. True inclusion is the goal. And trust us, it’s worth it.
