June 16, 2021
Creating a safe space for your employees to express their unique backgrounds is a must. Especially when it can feel uneasy for them to do so in everyday life.
That’s where affinity groups come into play! AKA communities within your company that are for people who share at least one aspect of their identity; such as for those who are LGBTQ+ or who have a disability. That way, you give your team a sense of belonging and a place where they can comfortably express themselves.
So, here’s how to start your own affinity groups (even if you’re strapped on resources):
PROTECT YOUR TEAM
The best way to celebrate inclusion is to make sure your employees are protected. Regardless of how they identify! And having 3 crucial policies in place make it easy to do so:
👉 Start building your DEI playbook.
Once added in Trainual, these policies can be customized to your business and rolled out to all your team members.
👉 More of a DIY type? Here’s how to create your own DEI Policy.
ONE FOR ALL
Makeup is for everyone. And since launching in 2018, Fluide has built their empire on this fact.
And history proves it: In the 1940’s, one of the first widely known LGBTQ+ male groups made waves by touring the US; all while wearing makeup. And in 2018, cosmetic company Bluemercury had 20% of its sales come from men.
But, traditionally, the makeup market has been coded as female. And all of the pink colors and beautiful cisgendered women models used to market makeup products reinforced this. As a result, other gender identities feel excluded. Because that message implies makeup “isn’t for them.”
Well, until Fluide - that is. Unlike most makeup companies, Fluide intentionally doesn’t market to a specific audience - such as by saying their products are “for women” or “for men.” It’s for humans. And they work with models of all gender identities, sexual orientations, races, and sizes to drive that point home.
Because including all backgrounds in their marketing helps to celebrate queer pride and beauty. Especially during a time when the queer community continues to face intolerance.
And according to the founders, it’s working. “We get the most beautiful DMs [on Instagram], people [telling us] how they’ve never felt seen by a makeup brand before”, says their co-founder Isabella Giancarlo.
That’s because people want to buy products from brands that understand them and their experiences. And one way to do that is with inclusive representation in your marketing strategy.
For example, 71% of LGBTQ+ people say they’re more likely to interact with a brand that authentically represents people they identify with, per Female Quotient.
But that’s the thing: it has to be authentic. Because it doesn’t matter how much you say your brand stands for everyone. If you don’t mean it (and more importantly, you don’t prove it), people will see right through it.
FOOD FOR THOUGHT