In this session...
Very often when brands make a public misstep in their brand experience or messaging, they point to their HRC rating as proof of ironclad allyship. One problem: that metric rates workplace practices, not branding practices or comms integrity. So, what would a brand-focused look like? The possibilities include hiring and casting practices, political spend transparency and experiential safety measures. What are the meaningful measures – and what data do we need to find the right answers?
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Very often when brands make a public misstep in their brand experience or messaging, they point to their HRC rating as proof of ironclad allyship. One problem: that metric rates workplace practices, not branding practices or comms integrity. So, what would a brand-focused look like? The possibilities include hiring and casting practices, political spend transparency and experiential safety measures. What are the meaningful measures – and what data do we need to find the right answers?
View Less
What You'll Learn from This Session...
- Unpack the brand and communications dynamics of allyship missteps towards LGBTQ+ community engagement
- Explore the metrics that should define brand integrity and impact in terms of LGBTQ-focused DEI
- Imagine the individual, company and industry collaboration that would allow for new standards for tangible brand accountability
