The Business Case for Diversity: Why Inclusion Is Key

Derek Uittenbroek considers the benefits as well as the moral obligations of true representation in your clinic’s marketing strategies.

 

According to the 2021 Census,¹ 82% of people in England and Wales are white, and 18% belong to a black, Asian, mixed or other ethnic group. More than 1.3 million people in England and Wales identify as lesbian, gay or bisexual, 165,000 people identify as ‘other’ sexual orientations, and 262,000 people (0.5%) say their gender identity is different from their sex registered at birth. Additionally, the data reveals that 17.8% of the UK population has a disability.

 

As the UK grows ever more diverse, so must representation and inclusivity in all areas of society. Every one of us has a responsibility to encourage wider participation in the decision-making and problem-solving processes that shape our world. By doing so, we are given new and important perspectives to ensure equality, respect and relatability.

 

The three interlinked concepts of diversity, equity and inclusion (DE&I) are considered the mainstay of a fairer society. Businesses incorporating these key values are among the most instrumental in seeing life through the lenses of – and thereby supporting – groups of individuals from different races, ethnicities, religions, genders and sexual orientations and with different abilities and neurodiversity.

 

But the world of marketing has notoriously lagged behind when it comes to accurate representation. And there are few places where it matters more than within the beauty space – of which the aesthetics industry is a part. Quite simply, prospective patients need to see people like themselves to buy into treatments. And if they don’t, they will feel marginalised and turn away. Authentically inclusive marketing that reflects a modern and diverse population is, therefore, not just ethically the right thing to do; it is also increasingly important for long-term business viability for any aesthetics clinic.

 

The Real Beauty campaigns by Dove were early to adopt a more diverse approach to marketing with adverts that featured real women rather than professional models. This resonated well with consumers and demonstrated the power of inclusive marketing. Latterly, other brands have followed, using similar marketing strategies to show inclusivity regardless of gender, age, skin tone, skin type, religion or race.

 

The paper, Diversity and Inclusion in Beauty and Cosmetic Advertising and its Impact on Corporate Reputation² looks at this shift in more detail. It includes topics on colourism and shade range, the ‘Fenty Effect’ (brands following the example of singer Rihanna’s Fenty Beauty that launched in 2017 with 40 shades of foundation), gender and LGBTQ+ representation, and skin texture as it pertains to gender and age.

 

 

Historically, workplaces have lacked people of colour and other underrepresented groups in positions of responsibility and leadership. Some clinics have had a blind spot, reluctant to specifically target minority groups for fear of losing broader appeal. Unconscious bias is a concern, negatively impacting good decisions and best practice. This then leads to marketing that either reinforces stereotypes or excludes certain groups. A lack of DE&I risks biases in marketing and may lead to poor messaging. 

 

In the first instance, it is important to consider the team. Without a diverse workforce, clinics may undermine the value of their communications by failing to be inclusive of diverse audiences. Limited access to different perspectives and experiences ultimately leaves a considerable percentage of the population out in the cold. This can result in marketing messages that are either tone-deaf or, more alarmingly, offensive. And it can negatively impact business too. With a population shift towards greater diversity, clinics might miss out on the talent they need and the patients they desire. 

 

Pavita Cooper is a campaigner for greater diversity across the business. In her foreword to the British Academy of Management’s Delivering Diversity report³, she notes: “We’ve made significant progress with workplace diversity in recent years. Managers have heard and understood the business case: when you have ever-more diverse customers, you need diverse management and leadership to thrive. Action to achieve diversity has been most visible on gender, but when it comes to race and ethnicity, real progress has been much less tangible.”

 

Marketing aesthetics to include the values of DE&I creates opportunities for experimentation and innovation, opens up an audience and encourages more engagement. Clinics that are mindful of the need to embrace whole populations will attract and retain diverse talent as well as create campaigns that effectively reach a wider audience. 

 

One of the most significant advantages of DE&I in the aesthetics industry is the breadth of perspectives and ideas it brings. When clinics hire individuals from diverse backgrounds and experiences, they gain access to a wider range of perspectives, which can help clinics stay ahead of their competitors and bring a fresh approach to their treatment protocols. 

 

Mirroring local audiences and demographics in advertising and social media can also help clinics attract more patients. By telling powerful and relatable stories, prospective patients are more likely to connect if they are represented in a clinic’s online presence. Profiling a diverse team and demonstrating diversity amongst a patient base on a clinic’s website’s gallery of ‘before’ and ‘afters’, with testimonials, and within other marketing material allows clinicians to tell stories with which prospective patients connect. This can demonstrate values and a clinic’s ethos and ultimately lead to increased trust and loyalty. Treatment-curious followers from diverse groups are more likely to pay attention to content that reflects their experiences and interests and, therefore, will support those clinics that support them.

 

It’s important to note that DE&I should not be practised just for the sake of appearances but rather with authenticity and genuine long-term commitment. This can involve actively seeking out diverse candidates during the hiring process, creating a safe and inclusive environment for all team members, and continually educating oneself on how to be an ally to marginalised communities.

 

Of course, change must be top-down as well as bottom-up. While the bottom-up approach prioritises representation in clinics and the team’s personal development, the top-down ideology requires those at higher levels (governments, regulatory bodies and representative groups) to make decisions and issue directives that influence a sea change in attitudes and share best practice with those delivering treatment. 

 

Many are already making headway. The General Medical Council places a commitment to tackling persistent inequality issues at the heart of its corporate strategy, whilst the Save Face governance policy is committed to leading by example in promoting equality, diversity and human rights. Additionally, various representative bodies and industry journals frequently make the case for improving inclusivity. 

 

Addressing these issues requires a concerted effort from the aesthetics industry to prioritise DE&I, while clinics should commit to making meaningful changes in hiring practices, workplace culture and marketing strategies.

 

Research⁴ shows that the UK non-surgical aesthetics industry is valued in excess of £3 billion, meaning there is a huge opportunity for clinics to grow their businesses. 

 

DE&I can deliver a great ROI in the aesthetics industry. By fostering a diverse, equitable and inclusive environment, clinics and practitioners can bring new perspectives and ideas to the table, create marketing that resonates with their target audience, and tell powerful and relatable stories that connect with patients. 

 

Clinicians need to look beyond their corporate and moral responsibilities and cement DE&I into their business DNA in order to move the needle. By working together to build better experiences for everyone within the aesthetics space, clinics that embrace meaningful DE&I are not only doing the right thing, they are also making smart business decisions.