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The diversity of diversity
Journal of Cultural Marketing Strategy,
1
(2),
203-206
(2016)
Abstract
As workforce demographics shift and global markets emerge, workplace diversity moves closer to becoming a business necessity instead of a banner that companies wave to show their commitment to embracing differences and change. Employees reap tangible and intangible benefits from workplace benefits, not the least of which include respect from co-workers and business gains. This article summarizes lessons learned from one of the nation’s leading experts in diversity and inclusion in the advertising industry, and suggests ways companies in the ad business can do better for their clients in a growing multicultural marketplace.
Keywords: diversity; special groups; diversity is business; top management; minority; opportunity
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Author's Biography
Douglass L. Alligood was the director of horizontal markets and chairman of the Diversity Council for BBDO, before retiring in 2015. In this dual capacity, he was responsible for reviewing and interpreting data relating to diverse population groups, while serving as chairman of the 13-member BBDO Diversity Council, a unit formed in 2006 to advise the agency’s management on all matters pertaining to the firm’s diversity programme. With more than 50 years in advertising, communications and marketing, Douglass has an extensive background that spans agency and client experience. He has spoken at more than 50 colleges and universities across the USA and abroad, and has served in numerous executive advisory board and board positions throughout his career. Douglass has been honoured with many awards throughout his career, including the Diversity Achievement Award for Education by the American Advertising Federation (District 2) in 2005, and the coveted Lifetime Achievement Award by AdColor in 2010.
