Storytelling is the catalyst for change. It creates intentional moments of intimacy that enable people to learn more about one another and appreciate similarities and differences. This process is essential to successfully integrate diversity and inclusion practices, and even more so, a sense of belonging within organizations and brands. This is especially important for underrepresented communities. Hispanics, for example, make up a growing percentage of affluent consumers, yet the overarching narrative about this consumer group is negative. To combat this negative perception, it’s important to tell Latino stories from various perspectives to reflect the cultural complexity of this diverse group accurately.
Data complements the narrative by quantifying the story. Together, storytelling and data communicate the reality of how consumers feel, how they live, and the nuances surrounding each. As organizations attempt to right past wrongs, multiculturalism must be incorporated within the organization. It can no longer be just a department. It must be intentionally and fully integrated into the organization to reflect what America looks like today or risk being relegated to meeting quotas.
In this episode of The New Mainstream podcast, Pedro A. Guerrero, CEO of Guerrero Media and Founder of Hispanic Executive and The Alumni Society, discusses storytelling and data’s importance in achieving diversity and inclusion goals within organizations and marketing and advertising.