SAME SAME BUT DIFFERENT
Diversity and Inclusion challenges in APAC
Author
Driving locally relevant Diversity and Inclusion (DEI) strategies in APAC has been an ongoing challenge. However, the last two years have seen a greater appreciation of the complexity of identity, culture, and social norms across the region. This means that for inclusion efforts to have real impact, an intersectional and truly country-by-country approach is needed.
APAC is home to a rich range of people, ethnicities, and cultures, not to mention 60% of the world’s population. However, we are still evolving in showing progress in DEI compared to other parts of the world. For example, the concept of mental health has traditionally been overlooked in many APAC countries, but across India, Indonesia, Australia, Singapore, and Hong Kong, it is emerging as one of the most important topics (1) . In the last couple of years some strides have been made to draw attention to gender equality, language, cultural norms, mobility, and racial homogeneousness. However, focus on LGBTQ+ and disability has taken a backseat.
The changing face of DEI in APAC
The current uncertainties and challenges brought about by global and local crises have reinforced people capital to the top of dentsu’s priorities and it also highlights the limitations of established approaches to DEI across the globe. We are all in the same same but different (similar) boat across the globe trying to align business and people strategies which is key to surviving and thriving in this new and evolving environment.
This means we in APAC have had to re-examine whether we are: fully recognising the diversity in our workforce; supporting and empowering our people whilst embracing new challenges around safety, wellbeing and access; and preparing our people for the challenges the future will bring.
Our APAC DEI plan
Our APAC DEI plan focusing on Culture, People, Future Talent and our Clients will help us make meaningful progress and at the same time ensure that we won’t just value differences, or different perspectives, but instead we will seek them out and invite them in so we can tap into the collective power of everyone at dentsu.
Culture
we will infuse inclusion in the everyday employee experience
People
we will design inclusive and equitable opportunities that support a diverse workforce
Future Talent
we will invest in meaningful engagement with diverse future talent to build a sustainable talent pipeline
Clients
we will work with our clients to understand key DEI shifts in the industry and facilitate the exchange of ideas and best practices
In the wake of recent social turmoil in many countries, the issue of race has been prioritised on the global corporate DEI agenda. Yet many of us are grappling with how to address this topic in APAC. How do we talk about race and culture at work in a way that resonates locally? And what do the dynamics of race and culture look like in different markets in APAC?
Compared to other regions where racial mixes are more common, most APAC countries are dominated by a single race, providing fewer opportunities to practice inclusion. As a result, equity remains a less familiar topic in APAC, and there is a greater emphasis on maintaining traditional values. (2)
For example, most countries in the region have their own unique official language, with many also home to additional languages and dialects. This is in contrast to LATAM, where Spanish is the official language in almost all countries, allowing communication and culture to cross borders easily. Restrictions on the flow of culture and language mean that DEI issues in APAC are more likely to be explored within country borders. For example, in India, there are 22 official languages and 121 languages spoken, while in China, there are seven language groups and around 300 minor languages. Another interesting aspect to note is that unlike regions such as Europe, where free movement among countries is allowed under the Schengen agreement, mobility in APAC is much more challenging. This restricted movement potentially discourages people from embracing diversity and other cultures because of the need for a passport or visa or simply because of the cost of traveling to a new country. (3)
How can we take a systems approach to creating sustainable impact?
The level of progress made on DEI in APAC speaks to the fact that no one-size-fits-all solution exists. Understanding DEI truly exploring Diversity (who is present and being invited to the party), Equity (who has power and throws the party) and Inclusion (who is participating and being asked to dance).
As an industry we have a responsibility: truly inclusive marketing will occur only when we create a connection with our customers, and we must ensure our audience feels represented in the advertisements they see. The concept of representation needs to extend beyond race. While considerable emphasis is placed on women, groups such as LGBTQ+, Gen Z, and people with disability are often overlooked. These groups hold tremendous potential and buying power. For example, Gen Z represents 25% of the APAC population and is the next instrument of consumption growth. They are thirsty for change and looking for empowerment. They are the most willing to participate in making the community a better place by helping others and doing volunteer work. However, they feel underrepresented by brands and strongly expect brands to support local communities. (4)
The last two years has been hailed as unprecedented time which have both unified and brought out the stark differences in our world – be it access to resources or the right to express our true selves, we also need to acknowledge that DEI is all about adapting human behaviour, something that requires continuous development of inclusion competencies and ongoing practice everyday to see visible impact around us.
Sources:
(1) The DEI divide: How inclusion and equity lag behind diversity in APAC https://www.thinkwithgoogle.com/intl/en-apac/future-of-marketing/management-and-culture/how-inclusion-and-equity-lag-behind-diversity-in-apac/
(2) Sixteenth edition (2009) https://www.ethnologue.com/16/
(3) and (4) Why APAC has been slower to embrace diversity, equity, and inclusion https://www.thinkwithgoogle.com/intl/en-apac/future-of-marketing/management-and-culture/apac-embrace-diversity-equity-and-inclusion/
Author:
Rashmi Vikram
Chief Equity Officer, dentsu APAC
