Reframing Diversity: Changing the Diversity and Gender Stereotypes Conversation (Stylus Trends Day 2018, London)

PhDr. Martina Olbertova, Founder & CEO, Meaning.Global
Reframing the Diversity
and Gender Stereotypes
conversation
Stylus roundtable | 10 May 2018 meaning.global PhDr. Martina Olbertova
@MartinaOlb

© Martina Olbertova 2017 2
Confidential material
HELLO.
My name is Martina Olbertova. I am a Global Brand and Cultural Strategist and Founder
of Meaning.Global, a strategic brand consultancy powered entirely by meaning.
Meaning is the inner compass every brand and organisation needs in order to navigate
their vision and strategy. It is the most valuable asset that a business or a brand can ever
strive to create as when brands don’t make sense, they can’t hold value. And yet,
meaning remains to be the most understated value in business to date.
My aim is to help brand owners, CMOs and CEOs rebuild their brands from the inside
out, rejuvenate brand value and instill a new cultural relevance to boost brand equity.

Meaning.Global| Credentials | January 2018
© Martina Olbertova 2017 3

meaning.global!
: Helping global brands create, articulate and scale
sense and meaning across the markets worldwide.

WHAT DOES IT
MEAN?
This Is The One Question At The
Core Of Everything That We Do –

What Diversity means –

Deﬁnition of Diversity –
•  The concept of diversity encompasses acceptance and respect.
•  It means understanding that each individual is unique, and recognizing
our individual differences. These can be along the dimensions of race,
ethnicity, gender, sexual orientation, socioeconomic status, age, physical
abilities, religious beliefs, political beliefs, or other ideologies.
•  It is the exploration of these differences in a safe, positive, and nurturing
environment.
•  It is about understanding each other and moving beyond simple
tolerance to embracing and celebrating the rich dimensions of diversity
contained within each individual.
Source: http://gladstone.uoregon.edu/~asuomca/diversityinit/deﬁnition.html

•  Two-way stream of communication vs. top-down hierarchy of global planning
•  Crisis of traditional globalised values (West) vs. authenticity / diversity / humanity
•  Tension of global vs. local with an increasing importance of local markets
•  Pressure on cultural relevance in delivering sustainable brand and business value
•  Inability to systematically create cultural relevance stunts value creation & growth
The world has changed.

Globalisation and homogenisation are no longer relevant
mechanisms for brand management, value creation & growth.
We use top-down approach to global brand development, planning
and management in an interconnected world whose very relevance
is driven by diversity, local resonance and cultural nuances.
THE RULES OF INTERCONNECTED WORLD

•  Humans are developing faster than organisations can catch up with. Due to
this acceleration of change, many orgs today are no longer fit for purpose.
•  Top-down organisational culture doesn’t work properly anymore as new more
opened, collaborative and divergently thinking generations are entering
workforce. Leadership is replacing former principle of Bosses based on
control and gatekeeping of information. Empowerment is replacing power.
•  Moreover, there’s an increasing pressure on accurate social representation to
mirror the state of our current reality & open up a pool of available identities.
•  Diversity is extremely important not only to people to lead meaningful and
authentic lives but also to organisations as a vital self-organising principle.
Embracing diversity is key to creating a balanced well-performing business.
Why is Diversity important today –

•  These changing world dynamics call for a serious discussion about the very
essence of Diversity:
–  what Diversity really means and why it’s important
–  what it should mean in its many ways of social & commercial expression
–  how it should be used to maximise value for businesses, organisations and brands,
as well as societies as a whole
•  To create a more inclusive society, and not just business or marketing, we
need to reframe the Diversity conversation and and understand the many
expressions it has in our everyday lives.
•  Interestingly, the Gender Stereotypes debate is directly tied to the Diversity
debate because the lack diversity in portrayal of humanity leads to
stereotyping. These two debates are two sides of the same coin.
Reframing the fundamental role of Diversity in our world –

Five key lenses on Diversity in the
society, business and marketing –

Diversity as Humanity –
The Natural State of Things
1

1•  Diversity is Humanity. It is the natural state of things. Diversity is all of us
together – we all are different but essentially all the same.
•  In an ideal world, none of this would matter. We wouldn’t even need to
talk about diversity because it would be obvious that it’s normal.
•  Due to the deepened divide in social representation in media and
organisations, we need to talk about it and it is a legitimate issue to fix.
Humanity in the corporate world has been flattened and homogenised.
That’s why we have a problem with Diversity.
•  Diversity is a key to Humanising Businesses and aligning them with the
underlining principles of Humanity to flourish in the 21st century. For this
to happen, we need to change the ways in which organisations operate
from the inside out to have a fundamental respect for Humanity.
The Human angle of Diversity

Diversity is Humanity –
we all are different but
essentialy are the same

KEY Q: ARE MARKETS MACHINES, OR LIVING SELF-EVOLVING ORGANISMS?
vs
We have become accustomed to see markets and
manage organisations as machines. This point of view
creates siloes and fragments value creation. But what if
they’re really more of living self-evolving organisms?

versus
The Old vs New World Paradigm tensions –
- NEW WORLD LOGIC -
•  Bottom-up approach
•  Self-organization
•  Custom-made production
•  Individualized value
•  Physical AND cognitive diversity
•  Inclusion by respecting Diversity
•  Embracing Change as means to re-
create the status quo
•  Horizontal (portfolio) careers
•  Leaders and followers
•  Intrinsic motivation
•  Respect to be given naturally
•  Being in control and empowered
•  Work / Life Balance
- OLD WORLD LOGIC -
•  Top-down approach
•  Command & Control
•  Mass production
•  Homogenized value
•  Physical diversity
•  Inclusion by Integration
•  Embracing Stability as means to
conserving status quo
•  Vertical (ladder) careers
•  Bosses and subordinates
•  External motivation
•  Respect to be earned hard way
•  Being controlled and overpowered
•  Work / Life Compromise

Two main organisational models today –
‘OLD’
ORG
‘NEW’
ORG
Organic cultureSilo culture
Command & Control | Push
mindset | Boss exercising
power through obedience
Personal Empowerment | Pull
mindset | Leadership making
impact through a cause
D&I is a patch solution
to a systemic problem,
where the very culture
disables true diversity.
Diversity needs to be
contextualised to be truly
embraced by orgs.
Humanity moves this way

•  D&I needs to become synonymous with Humanity and
Humanisation of Businesses.
•  Not just a debate topic on ‘How to better portray Diversity’
•  Diversity needs to inform and redefine the very structures and
operation models of businesses to allow organisations to ‘Be
more diverse’
•  Then the Diversity can happen almost as a by-product of this
systemic holistic change in the business operations model.
Diversity needs to become Business Humanisation –

2
Diversity as Value Creation –
Co-Creating a Better Future World

2•  Diversity isn’t only physical but also cognitive.
•  Physical diversity is about inclusion and equality of social representation.
Cognitive diversity (the intrinsic) is primary to value creation.
•  Cognitive diversity (different mindsets, thinking styles, abilities, individual
strengths) is where the true magic is hidden for businesses. This diversity
helps organisations increase engagement, collaboration and creativity.
•  Diversity will be strongest and most impactful when both types come
together and create organisations that best represent societal diversity
while allowing people to be their whole selves at work.
•  Physical without cognitive can lead to quotas and token (simulated) diversity.
•  Cognitive without physical can lead to invisible diversity that is hard to sustain.
The Value Creation angle of Diversity

Visible features of race, age, gender,
ethnicity, religion, education
Conserving status quo (‘push model‘)
Outside-in approach to diversity
Solution by formal appearance
Problem: Can think the same way
Invisible features of brain wiring, neuro-
diversity, thinking styles, backgrounds
Re-creating status quo (‘pull model‘)
Inside-out approach to diversity
Solution by divergence of thinking
Problem: Can look the same way visibly
CognitivePhysical
Two Key Forms of Diversity – they both are important:

Source: The Radical Transformation of Diversity and Inclusion: The Millennial Inﬂuence (Deloitte)
The Changing Generational View of D&I –

The Changing Generational View of D&I –
Diversity
Individual mix of unique experiences,
identities, ideas, and opinions
Inclusion
Teaming, valuing a culture of connect-
ivity, and using collaborative tools to
drive business impact, driving
inspiration from differences
Older generation mindset:
MINIMISING LIABILITY
Younger generation mindset:
MAXIMISING ASSET
Diversity
Demographics, equal opportunity and
representation of identifiable demo-
graphic characteristics
Inclusion
Equity, fairness, integration, accep-
tance, tolerance of gender, racial and
ethnic diversity within the organization
Source: The Radical Transformation of Diversity and Inclusion: The Millennial Inﬂuence (Deloitte)

D&I’s usual take on diversity is physical –
But this is NOT DIVERSITY.
This is a NON-UNIFORMITY which
is a BIG qualitative difference!

Diversity
(natural differentiation)
non-Diversity
(natural sameness)
The Semiotic Dimensions of Physical Diversity –
Doesn’t look like diversity
but is diversity
Looks like diversity, is diversity
Uniformity
(orchestrated sameness)
Doesn’t look like diversity and
isn’t diversity
non-Uniformity
(orchestrated differentiation)
Looks like diversity but isn’t
truly diversity
Contrary relationship
Contrary relationship

•  When it comes to business and value creation, Diversity & Inclusion
are not actually the issues to solve.
•  Uniformity and organisations being out of touch with society and
the evolution of culture is the real problem in the corporate business
world today.
•  That’s why we need to redefine what diversity means to create better
future for business, as well as people.
Organisational D&I needs a major reframe –

The solution to diversity in organisations might be to hire people
in groups. This will naturally make you aim for diversity. Hiring
individuals will always make you choose candidates closer to the
norm. If you hire more people at once, you’ll get more variety as
you’ll incline towards choosing different types of people.
~ Rory Sutherland, Vice Chairman @ Ogilvy UK
Diversity in HR

3
Diversity as Inclusion –
The Social Representation
& The End of Stereotypes

3•  Diverse representation inspires creation of new identities and widens
the pool of social roles available which translates directly into human
aspiration and pursuing individual goals in life.
•  New role models, diversifying the society, stretching it from the inside out
•  Implications for a radical acceptance, self-love and social belonging:
More positive body image, inclusion increases relative happiness
•  Opening up the gender from the rigid binary dimensions of traditional
masculinity and femininity (a bossy woman who has passion and natural
leadership abilities / a weak man showing his emotional vulnerability)
•  We need the inclusion of the feminine principle (soft skills, collaboration,
communication, harmony) as an opposite of male principle dominance in
the corporate world (hard skills, competition, gatekeeping, confrontation)
The Inclusion and Representation Angle of Diversity

Unilever Launched Unstereotype Alliance in 2017
•  Unstereotype Alliance set to eradicate outdated stereotypes in advertising was
launched at Cannes Festival in 2017
•  Phumzile Mlambo-Ngcuka, Executive Director of UN Women says: “Stereotypes
reflect deep-rooted ideas of femininity and masculinity. Negative, diminished
conceptions of women and girls are one of the greatest barriers for gender
equality and we need to tackle and change those images wherever they appear.
Advertising is a particularly powerful driver to change perceptions and impact social
norms. UN Women is excited to partner with the foremost industry shapers in this
Alliance to challenge and advance the ways women are represented in this field.”
•  Kathleen Hall, CVP Brand, Advertising and Research, Microsoft, adds: “Advertising
is a reflection of culture and sometimes can be ahead of the curve and help effect
change. We are proud to be a founding member of this UN sponsored initiative to
‘unstereotype’ through the power and breadth of our messaging. We are all in.”

UNILEVER (DOVE): REDEFINING FEMININITY / ‘REAL BEAUTY’
A progressive view of femininity based on cultural diversity and a diverse body image.

A progressive view of femininity and beauty based on cultural, age and racial diversity.
UNILEVER (DOVE): REDEFINING FEMININITY / ‘REAL BEAUTY’

TRADITIONAL
MASCULINITY
non-traditional
non-masculine
traditional
masculine
non-traditional
masculine
traditional
non-masculine
‘THE NEW MAN’
can be see as
problematic as
it’s traditionally
unmanly
EFFEMINITE/SOFT
MASCULINITY
CULTURALLY
PROGRESSIVE
…GENDER CODES ARE DEVELOPING DIFFERENTLY ACROSS CULTURES –
There are different benchmarks of cultural relevance in different cultural contexts around the world.

Radical acceptance of human imperfection is not necessarily on the radar of all countries from
an evolutionarily standpoint. Physical beauty is still seen as an aspirational feminine value.
TRADITIONAL
FEMININE BEAUTY
CULTURALLY
PROGRESSIVE
MASCULINE /
ANDROGYNOUS FEMINIITY‘THE SUPERWOMAN’
unisex
The non-
traditionally
feminine
women
can be see as problematic as
it’s traditionally unfeminine
…GENDER CODES ARE DEVELOPING DIFFERENTLY ACROSS CULTURES –

4
Diversity as Creativity –
Power of Divergent Thinking

4•  Diversity drives Creativity. Diversity is the core of innovation. Cognitive
diversity is the core resource for creativity, both individual and collective.
•  Divergent thinking actively uses diversity of outcome to create new
inspiring ideas and approaches for the development of new concepts,
ideas, solutions.
•  Neurodiversity is the diversity conversation waiting to happen yet. We all
are the same as humans, but we all are wired differently. Neurodiversity is
the secret weapon behind cognitive diversity.
•  Neurodiversity makes people more creative because they think in non-
apparent ways. Their thinking is naturally divergent because it breaks the
norm. We need to incorporate more of the non-apparent ways of thinking
to create new value in the future and break the social taboo.
The Creativity Angle of Diversity

Creativity was named the
#1 business skill for the
future of value creation.
The World Economic
Forum predicts that by
2020 Creativity will be the
third most important skill in
the entire world of work.
The 2010 Global IBM report
cited Creativity to be the
most important leadership
quality for the future CEOs.
Source: https://www-03.ibm.com/press/us/en/pressrelease/31670.wss
Creativity the #1 Skill to Lead Business Change –

Human brain is malleable.
Neuroplasticity of the human
brain makes it possible to
learn, unlearn and relearn.
By actively rewiring your brain
circuitry, you can train your
brain to start thinking in
different and creative ways.
Neuroplasticity empowers Creativity

Human perception is
created through the synaptic
connections in our brain.
People are the ultimate pattern
recognition machines.
Our cognition, observations and
reality are built on patterns
of mental connections.
Diversity is embedded
in the ways we think –

© Martina Olbertova 2017
40

The ways in which we make meaning in naturally diverse –
Brand patterns mimic the human
synapses in the brain. This is how
brands create networks of mental
associations in our minds.

© Martina Olbertova 2017
41

THE #1 TASK FOR MARKETERS
“Create mental chains of
brand connotations in
people’s minds.”
Diversity naturally powers value from
the inside out. Meaning is the most
valuable asset for brands to create to
respect how humans create value.

5
Diversity as Culture –
The Cultural Relevance

5•  Diversity is the core inherent principle of culture.
•  Diversity of perception stands at the core of semiotics and cultural
intelligence.
•  Without understanding the systemic nature of culture and its dynamic
mechanisms, it’s not difficult to be offensive and culturally insensitive
when it comes to diversity. We’ve seen many cases of that recently.
•  The reason why this happens so often is a complete lack of knowledge
of how culture works and what is the essence of Humanity that brands
should effectively mirror to create cultural relevance.
•  Cultural relevance is quickly becoming the core product of brands in
the 21st century. The ability to be ‘on culture’ is key to brand valuation.
The Cultural Relevance Angle of Diversity

Maltesers disability campaign
most successful in a decade
“Cultural relevance, meaning
accurately portraying human diversity,
is key and it directly feeds into
boosting brand valuation and equity.”
Elevating lived experiences, diversity as natural, mirroring culture
Adidas 2017 Calling All Creators led to boost of brand
valuation by 58% and annual jump in sales of 20%
Nike’s Nothing
Beats a Londoner
portrays diversity
of London as the
natural part of life
Diversity in Advertising – successful campaigns

Pepsi Kendal Jenner ad in its failed
attempt to cannibalise the global
message of Unity and Diversity.
Cannibalising on culture for profit, shallow thinking and a vague execution, emulating token diversity
with no real authentic or granular meaning behind
Puma’s House Hustle faced a serious backlash for
glamourizing poverty and drug-dealing culture
Both H&M and Dove faced a wide
backlash on the social media for
racial and gender insensitivity.
Diversity in Advertising – unsuccessful campaigns

PhDr. Martina Olbertova
Founder and CEO, Meaning.Global
E info@martinaolbertova.com
W meaning.global
THANK YOU.!
@MartinaOlb

Reframing Diversity: Changing the Diversity and Gender Stereotypes Conversation (Stylus Trends Day 2018, London)

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