Brands must help rebuild society post-coronavirus
Tanya JosephAs we look to a future when the Covid-19 crisis has abated, brands have the power to unite us, inspire us and forge a new way forward if they are willing to try.
Tanya Joseph
Celebrating International Women’s Day is great, but women must feel safe at work
Tanya JosephBrands celebrating International Women’s Day should be applauded, but until they address the gender issues closer to home they are just paying lip service to the problem.
Diversity is not the same as inclusion
Tanya JosephToo many brands are focused on diversity when what they should be doing is creating inclusive workplace cultures.
It is time to wipe out marketing’s gender pay gap
Tanya JosephThe marketing industry needs to make far more progress in tackling the gender pay gap if it wants to attract the brightest and best to the sector.
Brands must counteract politics’s negativity
Tanya JosephWith the general election likely to throw up more division, advertising can play a role in helping unite consumers, colleagues and communities again.
Measure as you go, not at the end
Tanya JosephMarketers need to make sure they have set aside enough money to provide the evidence and insight they need to deliver impactful campaigns confidently and consistently.
Employers have a duty to take mental health seriously
Tanya JosephAs the stigma around mental health diminishes, there is a lot more employers can do to help support and manage their staff’s mental wellbeing.
Unregulated political advertising erodes trust in all advertising
Tanya JosephJust because something is difficult, doesn’t mean we shouldn’t do it. Political advertising needs urgent regulation.
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Women’s sport has now reached the sponsorship tipping point
Tanya JosephWomen’s sport is prime territory for brands that want to be associated with top-class players who people care about and who are getting media attention.
Brands must adopt the same approach to diversity as they do marketing briefs
Tanya JosephIn order to increase the representation of people from diverse background, brands have got to create the right conditions for diversity to grow.
At Pride, brands must back up words with actions
Tanya JosephIt’s great that brands are stepping up to champion LGBTQ+ rights and support these communities with Pride-related activity, but creating a rainbow coloured product is simply not enough.
Time is running out for self-policing tech
Tanya JosephTech companies need to show consumers, government and activists they are taking their concerns seriously when it comes to data, illegal content and censorship. Failure to do so will result in them being regulated to an uncomfortable degree.
Staff should be key brand champions
Tanya JosephBrands should encourage their staff to act as ambassadors for their business – in fact, they should be considered a key communications channel.
Brands have the chance to change the mood of the nation
Tanya JosephWhether it is Nike championing Colin Kaepernick, Lacoste changing its logo or Gillette’s ‘The Best Men Can Be’, it is better to stand up and be criticised than not do anything at all.
Marketers’ impact on social inclusion starts with advertising
Tanya JosephMarketers might not be able to drive change across an entire organisation but they can make a difference on diversity and inclusion if they look at the make-up of their teams and the creative they are putting out.