What are the advantages of promoting greater diversity and inclusion in the corporate environment? Who wins when a major company embraces greater representation in internal and external communications? Many surveys indicate gains normally associated with greater competitive capacity, great originality in solving problems and also increased productivity.
The recent Father's Day advertising campaign carried out by Natura proves that inclusion and diversity are competitive advantages for the brand, for the vision that investors have of the company and for the company's relationship with public opinion. But the scenario is neither simple nor trivial.
Actions that seek diversity and inclusion face prejudiced reactions from people and groups still attached to issues that shame our past. An example of this are attempts to deny spaces or limit the advancement of LGBTQIA+ people, especially transgender men and women, black people and people outside the standards imposed by society, such as obese and elderly people. This results in a process of marginalization that needs to end.
In the Natura campaign, the transsexual actor Thammy Miranda exposes this marginalization, becoming one of the main topics of discussion on social networks in recent days. Advertising – representative of a portion of society – generated conflicting reactions for casting a transsexual man as the protagonist. In addition to the presence of the actor in the advertisement, the action “Meu pai presente” also features other influencers, such as actor Babu Santana and chef Henrique Fogaça, who were supporting players in the face of the repercussions.
The episode shows that bringing together different thoughts, cultures, ethnicities, opinions and deficiencies makes companies more plural, democratic.
AND profitable.
While the company accumulated praise, criticism and boycott threats on social networks, company shares closed higher at 6.73%, at R$ 47.09, the highest positive variation among all securities that make up the main index of the São Paulo Stock Exchange. This is more than a clear signal from investors that promoting diversity is good business: investors rewarded the company, raising its market value, betting that the next balance sheets will bring better results.
So far, nothing indicates that the “#EuNãoComproNatura” campaign, which acquires a transphobic character as it is a reaction to the ad, has generated the “loss of millions” as shared through false news – verified and denied by Agência Lupa. .
According to Thammy, the intention is not to “seal” but to represent. “I represent 12 million women who are single mothers and 5.5 million children who do not have the father's name on the birth certificate”, said the actor in an interview with UOL.
Natura has responded to criticism by stating that it is proud to be the brand that is on the side of all forms of being and loving.
“We have a diverse team of influencers, represented by cis and trans men. We invite Thammy Miranda to be with us this Father's Day to show that presence is the greatest gift”. In a note, the advisory says that the company “believes in diversity. Natura celebrates all ways of being a man, free of stereotypes and prejudices, and believes that this masculinity, when it meets fatherhood, transforms relationships.”.
Diversity and sustainability must go hand in hand
Sustainable businesses are those that align economic development with concern for people and the future of the planet. Companies must act with a positive impact on the environment and also on people's lives.
"In between the 17 UN Sustainable Development Goals, 13 speak directly or indirectly of social impact, such is its importance. Diversity and sustainability are inseparable. That's good for business! Our challenge will be to think about how to make corporate spaces more and more inclusive”, emphasizes the president of CEBDS, Marina Grossi. Some cases of diversity and inclusion can be seen in the publication “Breaking Walls and Building Bridges”, made by CEBDS.
The perception of companies is closely related to the way they position themselves. O World Economic Forum (WEF) highlights the relationship between consumer awareness and the responsible choice of the brand they consume. Most consumers, for example, say they might boycott a brand based on its position on a social or political issue, for example.
A survey of journalists carried out for the Communication and Sustainability Guide of CEBDS: companies are expected to position themselves on issues relevant to society. Those who do not take a stand lose space in the media and with consumers.
Another point highlighted by the WEF report is the organization's internal posture. When employees don't feel supported at work, creativity and innovation suffer. In the same way, the discrimination in the workplace can harm the health of employees and the productivity of an organization.
For Marina Grossi, it is necessary to increase the diversity and representativeness of minority groups and invisible majorities, such as women and blacks, in decision-making areas. One of the proposals defended by CEBDS in its agenda of proposals for public policies is that the Transparency Portal of the Federal Government disclose the percentage of women and blacks in leadership positions in state-owned companies and public authorities, in order to provide more transparency to the data. and encourage diversity in the private sector.
“We are looking to the future, thinking about how we want to reach 2050. And we are still discussing problems related to the last century. We have to give voice to the most vulnerable people. We have to show the black girl in the community, the transgender woman, that she will be accepted everywhere and that they can be CEO of a company. This is representativeness”, he argues.
Image: Reproduction
