Diversity and Inclusion (DEIA)
2025 Super Bowl Ads: Notable Shifts in Representation
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Inclusion Trends In This Year’s Super Bowl Ads
Inclusive marketing has always been a smart growth strategy. When done effectively, it increases revenue. Brands who do it grow a larger and more loyal customers base by converting consumers with identities that are often underrepresented and underserved. Marketing inclusively has become even more relevant as the population shifts, with more people having identities that make them fall outside the traditional thinking of who qualifies as “general market.”
Shift in Diversity and Representation
Since 2021, there’s been an increase in diversity and representation of people from underrepresented and underserved communities in Super Bowl ads. The change came largely in response to brands reacting to the murder of George Floyd in May 2020.
However, since the summer of 2024, more brands have started to roll back their diversity, equity, and inclusion policies, in response to pressure from conservative groups. And since the start of President’s Trump’s second stint in the Oval office, more brands have started to cut their diversity efforts as well.
Inclusion Trends In This Year’s Super Bowl Ads
For the talent featured in Super Bowl ads, there was a decrease in overall representation from a race and ethnicity standpoint. One study from XR Extreme Reach showed that ads for this year’s big game had a 41% decrease in spots that showed people with darker skin tones since the 2023 Super Bowl.
The XR Extreme Reach report showcased that 69% of ads featured someone with a light skin tone. There were a number of ads that only featured White men, or the main characters were primarily White. In many instances, this was due to the use of celebrities, including a slew of actors. But there were other instances where, the talent selected weren’t famous, and also featured a cast that with “light” skin tones.
Representation of People with Different Skin Tones
Because there was an increase in ads that featured people with lighter skin tones, there were less ads that featured people with darker skin tones. In particular, Black women were largely absent from the ads featured, with the exception of Issa Rae, with TurboTax, Wanda Sykes, for Novartis, and another woman who appeared in the Hexclad ad with celebrity chef Gordon Ramsay.
The XR Extreme Research report also showed a decrease in medium skin complexion paid talent for the Super Bowl ads, down from a high achieved in 2024. Singer Bad Bunny’s appearance in the Ritz commercial was a notable standout in that area.
Brands That Did a Good Job with Inclusion
There were a few promotions that did a good job with intentional inclusion of people with different identities, including across skin tones, including Nike, the NFL, and Novartis.
Conclusion
While diversity and representation of people with medium and dark skin tones decreased from previous years with the Super Bowl ads, the XR Extreme Research report showed there were increases in ads with a feminine gender expression, which brings the collection of campaigns overall closer to gender parity, with women represented in 44% of ads. The analysis also showed a three-fold increase in talent with visible disabilities, and an increase in ads that featured seniors.
There are many dimensions of diversity. And the ads featured in this year’s Super Bowl signal that brands are moving away from prioritizing representation from a race and ethnicity standpoint, and leaning more heavily into other dimensions of inclusion.
FAQs
Q: What happened to the diversity and representation of people from underrepresented and underserved communities in Super Bowl ads?
A: There was a 41% decrease in spots that showed people with darker skin tones since the 2023 Super Bowl.
Q: What happened to the representation of people with medium skin tones?
A: There was a decrease in medium skin complexion paid talent for the Super Bowl ads, down from a high achieved in 2024.
Q: Which brands did a good job with inclusion in their Super Bowl ads?
A: Nike, the NFL, and Novartis were a few promotions that did a good job with intentional inclusion of people with different identities, including across skin tones.
Q: What are the implications of brands’ decisions on diversity and representation for consumer buying behavior?
A: The choices you make as a brand influence how consumers respond. Choosing to focus on specific identities often leads consumers from those communities to buy from you. Choosing to ignore or decrease focus on other identities lends itself to people who are part of those communities seeking to buy from the brands who choose to represent and serve them instead.
Diversity and Inclusion (DEIA)
How to Be Defiant
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Repositioning Defiance as a Positive Force for Change
Despite what you may assume with all the loud social media and political rhetoric, we live in what is largely a “go along to get along” world.
Breaking Free from the Fear of Defiance
Corporate corruption abounds while potential whistleblowers stay silent. Workplace abuse often goes unchallenged.
In short, good people are often afraid to defy.
Wouldn’t it be nice if defiance could be transformed from its misunderstood negative standing to a crucial, positive force for personal and social change?
Dr. Sunita Sah: A Pioneer in Repositioning Defiance
Dr. Sunita Sah is doing a masterful job of repositioning defiance as a learnable social skill that can serve us all. She’s a Cornell University psychologist and trained physician who conducts groundbreaking research on influence, authority, compliance, and defiance.
Her book is Defy: The Power of No in a World That Demands Yes.
The Disconnection between Values and Behavior
Dr. Sah cites research—consistent with what most of us know—that what people believe their values to be is often quite different from how they actually behave. What seems to be behind that difference?
“This disconnect between stated values and actual behavior often stems from psychological, social, and structural forces,” she says. “People value integrity, fairness, and justice but hesitate when real-world pressures arise. Fear of retaliation, social conditioning, and the pressure to conform make speaking up difficult. We aren’t trained for these moments, so we freeze, rationalize inaction, or comply to maintain harmony.”
Why People Resist Resisting
She says people often actively resist acting defiantly for three reasons.
- Pressure to Comply – Social and institutional forces nudge us toward compliance, especially in professional settings where defiance can risk reputational or career damage.
- Misunderstanding of Defiance – Many view defiance as reckless or disruptive, but it can be quiet, strategic, and values-driven.
- Lack of Tools – Even when we recognize the need to push back, we often don’t know how, defaulting to inaction not due to lack of conviction but lack of strategy.
The Power of Defiance
Dr. Sah says defiance is a practice, not a personality. So, how can a person learn to “defy” without coming across as a perpetual nay-sayer?
Defiance is a learned skill, she says, not an inherent trait. To practice effective defiance, she suggests these three steps:
- Anticipate – Many of the moments that test our values are predictable. At work, these might include pressure to go along with a questionable decision, overlook an ethical concern, or stay silent when you disagree. By identifying the most common situations where defiance might be necessary, you can be mentally prepared rather than caught off guard.
- Visualize & Prepare – Picture yourself in these moments. What would you say? How would you react? Visualization is a powerful tool used by athletes and performers, and it applies here too. Take it a step further by scripting your response and role-playing with a trusted friend or mentor. The more you practice, the more natural it will feel in the moment.
- Act with Purpose – Defiance is most effective when it’s grounded in values. When a decision or behavior conflicts with your integrity, that’s when you speak up.
The Five Stages of Defiance
Sah writes about what she calls the five stages of defiance:
- Tension – The discomfort we feel when external demands conflict with our core values.
- Acknowledgment – Recognizing this tension within ourselves is crucial. Too often we disregard our tension and push away our doubt but acknowledging our discomfort reminds us that we still have agency.
- Escalation – Externalizing our discomfort to another person. We can do this through subtle questioning and curiosity rather than confrontation. In this stage, we’re simply clarifying the situation and our concerns.
- Threat of Noncompliance – If concerns are dismissed, we now signal our readiness to defy.
- Act of Defiance – The final stage is action, whether by refusing a directive, exposing wrongdoing, or making a choice that defies expectations.
Conclusion
Defiance is a crucial skill for individuals to develop, as it can lead to positive change and personal growth. By understanding the psychology behind defiance and practicing the five stages, we can harness the power of defiance to create a more just and equitable society.
FAQs
Q: What is the primary reason people resist resisting?
A: People often resist acting defiantly due to pressure to comply, misunderstanding of defiance, and lack of tools or strategy.
Q: Can defiance be learned?
A: Yes, defiance is a learned skill that can be developed through practice and strategy.
Q: How can parents teach their children to practice strategic defiance?
A: Teach children to recognize injustice, unfairness, and unethical behavior and encourage small acts of defiance. Guide them to say, “It’s unfair to leave someone out” or “That wasn’t a kind thing to say”—not in a confrontational way, but as a proactive step toward building a better world.
Diversity and Inclusion (DEIA)
From Manager to Facilitator: The Rise of Belonging-Savvy Leadership
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Belonging in organizations is a fundamental human need, and it’s essential for individuals to feel a sense of connection and belonging in their work environment. In today’s fast-paced and rapidly changing world, organizations are recognizing the importance of fostering a sense of belonging among their employees. This shift from traditional management to facilitative leadership is crucial for creating a positive and productive work environment.
The Traditional Manager
The traditional manager’s approach to leadership is often characterized by a focus on control, direction, and control. This approach is based on the assumption that the manager knows what is best for the organization and its employees, and that the manager’s role is to direct and control the work of others. However, this approach can lead to a lack of engagement, motivation, and job satisfaction among employees.
The Rise of Facilitative Leadership
Facilitative leadership, on the other hand, is a more collaborative and inclusive approach that focuses on empowering employees and fostering a sense of belonging. This approach recognizes that each individual has unique strengths, skills, and perspectives that can contribute to the organization’s success. Facilitative leaders encourage open communication, active listening, and constructive feedback, and they empower employees to take ownership of their work and make decisions.
The Benefits of Facilitative Leadership
So, what are the benefits of facilitative leadership? For one, it leads to increased employee engagement and motivation, as well as improved job satisfaction and retention. It also fosters a sense of community and belonging, which can lead to increased creativity, innovation, and productivity. Additionally, facilitative leadership can help to build trust and respect among team members, which can lead to better collaboration and decision-making.
What It Takes to Be a Belonging-Savvy Leader
So, what does it take to be a belonging-savvy leader? Here are a few key characteristics:
Empathy
Belonging-savvy leaders are empathetic and understanding, able to put themselves in the shoes of their employees and understand their needs and concerns. They are able to create a safe and inclusive environment where employees feel comfortable sharing their thoughts and ideas.
Inclusivity
Belonging-savvy leaders are inclusive and recognize the value of diversity and individuality. They strive to create a culture of belonging by recognizing and valuing the contributions of all employees, regardless of their background, gender, race, or age.
Authenticity
Belonging-savvy leaders are authentic and genuine, transparent in their communication and actions. They are able to be themselves, without pretenses or pretensions, and are willing to listen and learn from others.
Conclusion
In conclusion, the rise of belonging-savvy leadership is a critical step towards creating a positive and productive work environment. By recognizing the importance of empathy, inclusivity, and authenticity, leaders can create a culture of belonging that fosters engagement, motivation, and job satisfaction among employees. As we move forward, it is essential that we continue to prioritize the well-being and success of our employees, recognizing that they are the backbone of our organizations and the key to our success.
FAQs
What is belonging-savvy leadership?
Belonging-savvy leadership is a style of leadership that prioritizes creating a sense of belonging among employees, recognizing that a sense of belonging is essential for individual well-being and organizational success.
What are the benefits of belonging-savvy leadership?
The benefits of belonging-savvy leadership include increased employee engagement and motivation, improved job satisfaction and retention, and a sense of community and belonging, which can lead to increased creativity, innovation, and productivity.
How can leaders become belonging-savvy?
Leaders can become belonging-savvy by cultivating empathy, inclusivity, and authenticity, and by creating a culture of belonging that values and recognizes the contributions of all employees. This requires a willingness to listen, learn, and adapt to the needs and concerns of employees, as well as a commitment to transparency and open communication.
What is the difference between a manager and a leader?
A manager is typically focused on control, direction, and control, while a leader is focused on empowering, guiding, and inspiring. A manager may view employees as assets to be controlled, while a leader views employees as individuals with unique strengths, skills, and perspectives.
Diversity and Inclusion (DEIA)
Evaluating Diversity Training: How to Measure Success and ROI
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Diversity training programs have become an essential aspect of modern corporate culture, aimed at promoting inclusivity, respect, and understanding within the workplace. However, measuring the success of these programs can be a daunting task, especially when it comes to determining their return on investment (ROI). In this article, we’ll explore the importance of evaluating diversity training, the challenges faced in doing so, and provide practical tips on how to measure success and ROI.
Why Evaluate Diversity Training?
Evaluating diversity training is crucial for several reasons. Firstly, it helps organizations understand whether their efforts are making a positive impact on employee behavior and attitudes. Secondly, it provides valuable insights for future program development, allowing companies to refine their strategies and improve outcomes. Finally, evaluation demonstrates a commitment to diversity and inclusion, which can have a positive impact on employee retention, morale, and overall business performance.
Challenges in Evaluating Diversity Training
Despite its importance, evaluating diversity training can be challenging. One of the main issues is defining the right metrics to measure success. For instance, is it the number of employees who attend the training, the number of complaints filed, or the overall cultural shift within the organization? Additionally, evaluating diversity training can be complex due to the subjective nature of the topic, making it difficult to pinpoint a clear ROI.
Measuring Success and ROI
So, how can organizations measure the success of their diversity training programs and determine their ROI? Here are some practical tips:
### Surveys and Feedback
* Conduct regular surveys to gauge employee attitudes and perceptions of the training program.
* Collect feedback from employees, managers, and HR professionals to understand the impact of the program.
* Use this data to identify areas for improvement and refine the program over time.
### Metrics and Benchmarks
* Track the number of employees who participate in the training program.
* Monitor the number of complaints filed and the overall cultural shift within the organization.
* Use these metrics to set benchmarks and compare results over time.
### ROI Analysis
* Calculate the cost of the training program (e.g., training materials, instructor fees, and overhead).
* Calculate the benefits of the program (e.g., increased employee engagement, reduced turnover, and improved customer satisfaction).
* Use the cost-benefit analysis to determine the ROI of the program.
### Case Studies and Examples
* Share success stories and case studies of other organizations that have implemented diversity training programs.
* Highlight the benefits and challenges faced by these organizations and how they overcame them.
* Use this information to inform and enhance the organization’s own diversity training program.
Best Practices for Evaluating Diversity Training
To ensure a successful and effective diversity training program, follow these best practices:
### 1. Define Clear Objectives
* Identify the specific goals and objectives of the training program.
* Ensure these objectives align with the organization’s overall diversity and inclusion strategy.
### 2. Engage Stakeholders
* Involve key stakeholders, including employees, managers, and HR professionals, in the evaluation process.
* Encourage feedback and input to ensure the program is relevant and effective.
### 3. Use a Variety of Evaluation Methods
* Use a combination of quantitative and qualitative methods to measure success.
* This may include surveys, focus groups, and case studies.
### 4. Continuously Refine and Improve
* Continuously evaluate and refine the program based on feedback and data.
* Make adjustments to ensure the program remains relevant and effective.
Conclusion
Evaluating diversity training is a critical step in ensuring the success of any organization’s diversity and inclusion strategy. By understanding the challenges and using the practical tips and best practices outlined in this article, organizations can measure the success and ROI of their diversity training programs. Remember, a well-designed and well-implemented diversity training program can have a positive impact on employee engagement, retention, and overall business performance.
Frequently Asked Questions
Q: What are some common metrics used to measure the success of diversity training programs?
A: Common metrics include employee engagement, retention, customer satisfaction, and overall cultural shift within the organization.
Q: How do I define the right metrics to measure the success of my diversity training program?
A: Define metrics that align with the organization’s diversity and inclusion strategy and goals. Consider using a combination of quantitative and qualitative methods to measure success.
Q: What are some common challenges in evaluating diversity training?
A: Common challenges include defining the right metrics, dealing with subjective feedback, and overcoming the complexity of the topic.
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