Although conversations around Justice, Equity, Diversity, and Inclusion (JEDI) are not new, most businesses today are being challenged to think about their approach to JEDI work more than ever before. And marketing agencies are no exception. As a certified B Corporation, Mad Fish Digital is responsible for our employees, clients, and broader community — all of which are impacted by the decisions we make surrounding JEDI.
It Matters To Your Employees
Creating a space where employees can show up to work as their whole selves is a core reason why many companies have prioritized their JEDI initiatives. A study by Deloitte found that millennials are 83% more likely to be engaged at work for companies that prioritize inclusivity. Employers can examine how company policies prioritize equity, create Employee Resource Groups, or simply have an open door for conversations related to diversity and inclusion. Taking action to show that your employees’ lived experiences matter speaks volumes.
A greater focus on JEDI plays a significant role in hiring, as well. According to Glassdoor, 2 out of 3 job candidates seek companies that have diverse workforces, and a study by Deloitte found that 47% of millennial employees actively look for diversity and inclusion when sizing up potential employers. In today’s job market, the kind of company you work for matters just as much as the work you do. It’s never been more important to communicate a strong vision and clear values.
It Matters To Your Clients
Marketers have a unique responsibility to JEDI work. As creators and storytellers who are helping to shape narratives for our clients, the way that we tell these stories matters. At Mad Fish, we seek to have open dialogues with our clients on how their brand is aligning with JEDI work, from striving for greater diversity and representation in ad creatives to holding platforms like Facebook accountable for their role in the digital advertising space.
Working with values-aligned brands is a central part of Mad Fish’s philosophy — and these partnerships also deliver wins for our clients. A study by McKinsey revealed that corporations recognized as more diverse and inclusive are 35% more likely to outperform their competitors. Centering JEDI work as a company, and helping our clients to reflect those values in their marketing strategy, are some of the ways we strive to be a good partner to the companies that trust us with their marketing needs.
It Matters To Consumers
While our JEDI work starts with our employees and passes on to our clients, it ultimately trickles down to the customers our clients serve. Consumer attitudes towards social impact have been shifting — a survey by Sprout Social showed that the majority of consumers (70%) believe it’s important for brands to take a public stand on social and political issues.
However, this belief isn’t just sentiment; it actually extends to purchasing behavior. The same survey conducted by Sprout revealed that two thirds of the participants indicated that they have taken an action after seeing an advertisement they believed to be inclusive or diverse.
Being values-aligned is the new competitive advantage. We strive to work with companies that live their values, including JEDI, and seek to communicate those values in a way that authentically connects with their customers.
Leading and Learning With Our Values
Conversations around Justice, Equity, Diversity, and Inclusion are incredibly important and often difficult — but that doesn’t mean they shouldn’t happen. Learn more about how Mad Fish Digital is working to center JEDI work as part of our mission of being the best agency for the world.
