Five to Inspire
Written by Sophie Paglierani
Check out Eulogy’s five best things to see, do, read, and watch this week for creatives looking to be inspired.
DO: Outdoor swimming at Hampton Pool, in south-west London. If you’ve missed the pool and are desperate to work out those lockdown blues it’s time to get down for some lengths. While we can’t go to our normal pools for another few weeks Hampton’s awesome outdoor pool is available to try now. And given ex-Eulogite Chloe making front page news this week for some cold water swimming, it’s all the rage to be taking a dip this spring.
FOLLOW: Get your cycling fix with Katie Kookaburra, let her take you on some trips up north, we are talking gravel, road and some long distance cycling. It’s either going to be a moment of escapism or set to trigger you to jumping on a saddle and putting in the KMs.
READ: Jordan Peterson’s Beyond Order 12 More Rules for Life is a great follow on to the original book with 12 more rules for getting your life in order. A book that full of tips for working on yourself, just always remember the place to start is making your bed before you try and change the world.
WATCH: Watched everything on Netflix? Board of searching for a new series? Well here’s an old school one, which if you haven’t already watched, you should this weekend. The Marvellous Mrs Maisel is a period comedy drama set in New York in the 50s, which follows Upper West Side housewife Midge Maisel pursue a career in stand-up comedy. It’s nostalgic, retro, witty, upbeat, comforting, and downright funny. The perfect antidote to the crazy world we live in.
LISTEN: Influencer Oenone’s, Adulting podcast is another to add to the list. The series aim is to explore all the things that we never got taught in school, with Oenone hosting a new guest every week which discuss the three topics they wish they had known more about when they were younger. From philosophy to mental health, to money – the series explores a LOT of themes. The best bit about it is that you feel like you’re on that learning curve alongside the podcasters. The most recent episode hosts author Matt Haig and it’s a juicy episode. Get learning kids.
Eulogy wins global leader in data science
Global data science consultancy Ekimetrics has appointed independent PR and comms agency Eulogy to support its UK marketing strategy and growth plans.
Eulogy will be working closely with the London Ekimetrics team as it builds out its UK presence, delivering digital marketing services to leverage opportunities during the current uncertainty, while also aiding its longer-term growth strategy.
Ekimetrics is a pioneering data science consultancy, enabling companies to build powerful data and analytics capabilities to drive marketing and business performance. Recently named a strong performer in the 2020 Forrester Wave report for its marketing measurement and optimisation solutions, Ekimetrics helps brands unlock unique audience and market insights to drive efficiencies and return on investment.
With five global offices, 280+ data science consultants and projects in 50+ countries, Ekimetrics’ data and analytics capabilities span multiple industries including automotive, luxury, FMCG and retail.
Eulogy has been brought on board to develop and deliver Ekimetrics’ UK marketing strategy, to broaden awareness of the brand and support its client expansion plans, activated through a series of campaigns targeted at critical growth sectors for the business.
Matt Andrew, UK MD, Ekimetrics, said: “Eulogy has a strong understanding of our market, alongside the results-driven mindset to realise what we need to achieve in the UK. I’m looking forward to working with the very fun and talented team at Eulogy as they help us navigate the challenges ahead. It’s a difficult time for many businesses, but with their expertise I am sure we will see growth for our business.”
Phil Borge-Slavnich, MD, Eulogy, adds: “Our job is to creatively articulate the value Ekimetrics brings to those businesses looking to better understand and engage with their audiences through this COVID-19 crisis and beyond. They’re a super smart bunch of people, and we’re chuffed to be working with them.”
As businesses re-evaluate their communications strategies amidst the current uncertainty, Eulogy has released its latest tech trends report, revealing how tech businesses can manage change and protect their reputation, with fresh insight into the COVID-19 climate from tech industry leaders across the globe, including MIT Tech Review, MINI UK and Tech Nation.
Creativity in marketing and comms in 2021
Brands and marketing agencies had to work harder than ever before in 2020. With more pressure to perform, and less resources with which to deliver, teams had to find a message that resonated, and say it in a way no one else had.
Those that succeeded did so thanks to one reason: creativity. Of course, creativity is an over-used buzzword, ubiquitous in the industry, which everyone talks about but rarely achieves. True creativity means breaking away from playing it safe, and we hope to see more of this in marketing campaigns in 2021.
Why brands should focus on creativity this year:
Marketing is an industry which inherently relies on trends. Marketers rely on them, capitalise on them, and even go to great lengths to create them.
In 2021, creativity will be even more important to marketing, as it will help brands stand out, gain new audiences, and capture our attention when the world begins to bounce back.
But we shouldn’t be slaves to trends. Given how much of our time is spent seeing ads and marketing campaigns, we have no patience for bland copies and rip-offs. Creativity is the best way to capture attention, get people talking, and ultimately convert audiences. Here are some of marketing trends we expect to see in marketing this year, and how brands can engage with them creatively to get noticed.
Marketing trends in 2021:
Brands backing culture
Amazon’s Christmas ad kicked off this trend of brands backing culture in earnest. As the future of venues becomes increasingly grim, it’s time for creative solutions that take long term brand sponsorships of the arts and turn them into opportunities for real action to prevent the destruction of our cultural institutions and icons.
And it’s not just that affinity between creative communications and creative arts that makes this a priority for 2021. Our own work with our client Headspace has highlighted to the team the benefits of being present, grounded in the moment and aware of our thoughts on our mental wellbeing: exactly what cultural events allow us to do. And has there ever been a time when we’ve needed the chance to enjoy music, art, theatre, and film in-person more?
With so much of the sector in need of support, and brands already putting briefs to agencies, it’s going to be interesting to see how brand-first partnerships will truly support the arts for when we can all safely venture out and start enjoying them again.
Brands getting stuck in 2020
It’s common to hear about media fatigue when planning for clients. As marketing professionals, we’re all exposed to the same ideas, the same industry standards, and the same modes of thinking that we often take for granted.
That’s why it’s crucial to review our own ideas through a critical lens. We should all take a second to ask how many times a journalist will have had a similar pitch or message from another brand when it comes to securing media coverage. Applying this to consumers is going to be more important than ever in 2021, as it will be all too easy to rest on tired slogans about 2020, as we’re already seeing.
How many of us looked at this recently launched Pepsi ad and thought ‘give us a break’?
Pepsi of course has a poor track record of engaging with news, for most people their infamous Kendall Jenner advert is the first thing that comes to mind when mentioning the brand. Even though that ad came out years ago, it’s still being referenced: there were tweets calling for her to bring a Pepsi to the recent storming of the US Capitol building.
The real danger, moving into 2021, is that campaigns are tired before they’ve been launched. Pedalling the same lines and ideas that seemed witty in the summer of 2020 isn’t going to cut it. This year will demand that brands are agile, ensuring they keep on top of consumer sentiment, and have a clear and interesting take on what’s happening. Hopefully, we’ll see more nuanced campaigns that engage an audience on a less clichéd level.
In a way it’s a matter of bravery for brands. For some, 2020 will have increased anxiety for getting the tone wrong, and lead to generic and tired jokes. For others it’s an opportunity to rock the boat, connect with your audience whist making light of how others might have tackled a weird year. That doesn’t mean being offensive, it’s just having the bravery to insert some humour and reap the benefits. Here’s to a much funnier year ahead.
Brands go bold
Adversity breeds innovation, and so the looming possibility of a poorly distributed vaccine and economic fallout from Brexit shouldn’t scare creatives into hiding. As the recession of 2008 showed, brands that are brave with bold marketing campaigns can grow rapidly.
Not only that, 2021 might see brands harness the true power of 5G, in turn providing creatives with a platform to create new types of work we’ve yet to see. And, fortunately, fewer 5G bodge jobs – looking at you EE and Rita Ora (click at your own peril).
When it comes to the proliferation of 5G beyond the device manufacturers and networks themselves it could be a big year for brands that are, for example, Olympic sponsors. Big brands with big marketing budgets like Coca-Cola, Airbnb, and Samsung could see 5G and creativity really take the next step.
Earned ideas earn their keep
There’s no doubt that if you want earned media in 2021, you’ll have to get creative. Whether you’re trying to try to increase your audience, improve your SEO, or increase your social following, earned media has multiple benefits, but with more brands than ever trying to get it, it’s harder than ever to actually earn. That means you’re going to have to try harder, aiming higher, and think bigger.
With marketing budgets expected to go further, it’s a wider trend that we’re seeing from all brands and agencies. Earned media is also a chance to bring back the sort of light relief so many of the best PR activations can bring. Take the recent PS5 launch, emulating the 2013 campaign that transformed the OXO Tower by applying the same principle to Oxford Circus Underground Station’s emblems seven years on.
After years of earned ideas moving towards a higher purpose, and helping brands show how they care, we’re set for a smattering of classic PR escapism. That’s not to say that campaigns that battle the climate emergency or continue the drive for diversity will drop away from the agenda, both can live side by side.
2021’s poised to be an exciting year to be working in creative communications, a year that, with any luck, will provide more opportunities than restrictions. Good riddance to you 2020.
Kevan Barber, Creative Lead
Eulogy launches accelerator competition
‘Elevator’ competition will enable social enterprises to scale whilst accelerating solutions to their cause
LONDON – Independent PR and comms agency Eulogy has launched a competition enabling social enterprises and early-stage ventures driven by social purpose to win pro bono support to help move them from start-up to scale up, whilst accelerating solutions to their cause.
Elevator, which launched on 26 March at the PR Week Forum Programmes with Purpose event in London, forms part of the agency’s wider commitment to purposeful business and builds on some of its recent work in this space with the likes of Albert Kennedy Trust, Pride in London and Roche.
Social enterprise businesses are invited to register their organisation, with successful entrants shortlisted to pitch in a Dragon’s Den-style format. The winner will receive pro bono consultancy services to the equivalent of £20,000 over a 6-month period, tailored to its requirements and spanning everything from insights, research and planning through to campaign strategy and programme development.
Susie Dullard, director, said; “We want to help the most pioneering and ambitious social impact businesses at the forefront of addressing some of our biggest societal challenges. Our Elevator programme reflects our own values as an agency and is in response to the resurgence in CSR and purpose-led activity we’re delivering for clients and seeing within the business community. Brands are more cognisant of their obligations and influence they hold in driving positive impact within their communities and wider society, but many businesses still need help to make the first steps.”
Now in its 23rd year, Eulogy is a full-service integrated agency, and delivers over 50 products and services spanning everything from brand, comms, content and channel strategy through to media and influencer engagement, stakeholder relations and employee engagement. It does this through a mix of audio, video, editorial and design-led programmes, for UK and international brands in the UK and in international territories. With its 62 staff, the agency’s stronghold sectors have expanded with specialist teams now in technology; F&B; financial services; automotive; telecoms and health & wellbeing.
In the last 12 months, Eulogy has won an array of UK and international clients, including, Halo Top Creamery, Headspace, Orbitsound, Unidays, Discovery Kids, Oxbotica and Senseon alongside project growth with retained clients including American Express, Renault, Kantar, Getty Images, Jack Daniel’s, Mizkan and the Civil Aviation Authority.
Eulogy bolsters Consumer and Creative teams
A Consumer associate director and creative lead joined us in 2020.
Earlier in 2020, we brought two new members into our gang: Shannon Bailey and Kevan Barber.
Shannon Bailey joined the Eulogy team as Associate Director. She joined from independent creative agency Cult LDN where she was Head of Client Services, having previously spent several years at consumer PR agency Fever.
With over ten years’ experience spanning the FMCG, wellness and entertainment sectors, Shannon has directed high impact, award-winning PR campaigns for a variety of brands including Sky, Danone, Heinz, NOW TV, and Sony Mobile.
Kevan Barber also joined Eulogy as Creative Lead. Kevan joined from Grayling, where he was Creative and Insights Manager. Before that he was at Rooster PR and Atomic PR, having worked on such clients as Hilton, Visa, Nescafé and Pernod Ricard.
Kevan works with teams across the business on consumer, corporate and B2B campaigns, driving creative through insights-led PR and content production.
Elisabeth Field, CEO of Eulogy, spoke to PR Week about the hires:
“Shannon has the perfect blend of stellar marketing comms experience and exceptional client servicing experience. She’s already proven a powerhouse in her field, and since joining has made a huge impact on our B2C offerings.
“We’ve seen a shift in the last few years towards a more insights-led, multi-disciplinary creative approach for clients. Keven wraps that all up in a humble, transparent delivery which sits perfectly with the Eulogy culture that our clients and colleagues love.”
Why Eulogy is hiring
Coming into 2020, Eulogy was focused on the future; where we want to grow our expertise, the kinds of work we want to be delivering for our clients, and how we get there.
Despite everything that this year has thrown at us, and the industry as a whole, we continue to invest in our gang, to bring on fresh talent and add specialist skillsets to our team of creatives, comms professionals, media planners, and content experts.
As we look ahead to 2021, we are keeping up this momentum, bringing new ideas and new energy into our gang.
If you want to work at Eulogy, check out our careers page, to see how we’re hiring!
Eulogy promotes two to its board
Independent PR and comms agency Eulogy today announced the promotions of Susie Dullard and James Steward to director. Both join the Eulogy Operating Board from 1 March 2019.
Susie joined Eulogy as a senior account director in 2016 while James first joined Eulogy as a senior account executive in 2011. In addition to board responsibilities Susie will take up a specific focus on supporting the corporate comms needs of clients whilst James will focus on further building the agency’s technology offer.
Elisabeth Field, Chief Executive, said “As we finish our 23rd year, and fourth year of significant growth, we can see the substantial contribution Susie and James have made to helping shape the Eulogy business into the strategic, media savvy, creative agency it is today.
“Their promotions reflect the exceptional talent they have, their impact on our business today and their vision for our agency of tomorrow. We would not be recording such significant growth without them leading the way and I am chuffed to bits that they are joining our Ops Board. It’s just a shame it makes the coffee round bigger.”
This year, the agency has recorded its best year ever, and will finish the financial year with a year-on-year fee income growth of 15 per cent. Eulogy’s core offer has changed over the last two years. It has expanded from being a predominantly earned media PR agency, to a business that delivers strategic, creative campaign planning and execution across all channels. Growth areas have included audio (first PR agency to market with a weekly podcast, and now with several branded client podcasts in production); brand definition, strategy and development; global crisis communications management; and reputation management. In addition, the agency’s once-called ‘digital’ capability has grown to be the backbone of the agency and developed into a full-service media, insights & planning capability. With its 62 staff, the agency’s stronghold sectors have expanded with specialist teams now in technology; F&B; financial services; automotive; telecoms and health & wellbeing.
In the last 12 months, Eulogy has won an array of UK and international clients, including, Halo Top Creamery, Headspace, Orbitsound, Unidays, Discovery Kids, Oxbotica and Senseon alongside project growth with retained clients including American Express, Renault, Kantar, Getty Images, Jack Daniel’s, Mizkan and the Civil Aviation Authority.
What Walmart’s employee influencer programme means for marketing
Walmart has started a new influencer marketing strategy, not relying on the biggest lifestyle or cooking influencers on Instagram, but their own employees.
Walmart’s new Spotlight initiative aims to turn 500 of their employees into influencers, posting about life at the company, and promoting it as a great place to work. In an attempt to appeal to a wider audience, the corporation is encouraging workers to post about their experiences on social platforms like TikTok in exchange for rewards.
The programme is currently only open to salaried workers, meaning the vast majority of Walmart’s 2.2 million employees are ineligible to participate.
Popular posts will be rewarded with cash bonuses, incentivising influencers to create top-quality content. Of course, as any full-time influencer will tell you, creating content is work, yet Walmart’s employees are expected to participate in the programme as volunteers.
This is an interesting approach, a strange hybrid of user-generated content and branded content. Most big brands are protective of their image, their tone of voice, and their content channels. This might be a new way for brands to seem more human, communicating with their audience using real people, instead of celebrities or influencers with millions of followers.
Walmart isn’t cutting any corners either, hosting events led by social media executives from marketing agencies, and even employees from TikTok itself to help their employees create better content.
But what’s prompted Walmart to adopt this new content strategy?
Walmart’s new content marketing strategy:
Walmart has said it wants to turn Spotlight into the world’s largest employee-influencer program. The Spotlight app has campaigns built around questions designed to prompt and inspire new content, and users can select skills and hobbies to get content suggestions specific to them.
The posts and videos so far mostly revolve around employees having fun, or talking about great new initiatives the company is launching.
It’s a bold idea, and certainly a gamble going up against more traditional influencers.
Why Walmart is trying to turn its employees into influencers:
Walmart wants to seem more human
Through the Spotlight programme, every employee/influencer becomes an extension of the brand. Rather than independent influencers who they might work with on a single campaign, these home-grown influencers are seen as part of Walmart itself.
Big brands like Walmart have been trying to seem more human and relatable for years, and we’ve seen this most commonly played out on social media, with branded Twitter accounts experimenting with less formal tones of voice and getting into utterly toothless ‘fights’ with competitors.
In a way, this is the next logical step for brands that want to seem more personable. Getting real, everyday people to be the face of your brand makes you more relatable, which is the lifeblood of social media.
Social has been a cornerstone of Walmart’s marketing for years, with hundreds of stores operating their own Twitter accounts. This is partly just because now it’s expected of big brands to have a strong social media presence, but also because of who is on those social platforms.
They want to reach a new demographic
Many of Spotlight’s posts are on TikTok, trying to cater to an emerging Gen Z audience. With social media offering brands a way to connect with people, it’s not surprising we’ve seen it become more niche and personal over the years, with brands trying to prove they know what their audience want.
Gen Z is proving difficult for more traditional established brands to engage with. Leveraging their employees on TikTok might well be the best way for them to connect with the next generation.
It’s a PR move
Being able to point to its employees taking part in the latest meme is one way the company can deflect criticism, not to mention to appear more appealing place to work for. If they’re on TikTok, they must be fun, right?
It’s not surprising that Walmart will take good PR wherever it can. It’s badly needed.
But will its employee influencers be enough to improve sentiment among younger consumers, draw attention away from its mistakes, and bring in more business?
Will Walmart’s influencer content strategy work?
It’s difficult to say. Attempts at branded content on social have fallen flat in the past, and it’s unclear exactly what the appeal of watching Walmart employees talk about how great their company is in the first place.
Virality on social apps is determined by how engaging and shareable content is. The algorithm will promote posts that get more like, shares, and comments, and so the content will continue to generate engagement. Videos of Walmart employees singing in the breakroom just won’t have the impact needed to cut through and get any traction, so it’s unlikely these videos will have much worth in terms of traditional metrics.
It’s also hard to imagine any employees truly evangelising a monolithic megacorporation like Walmart when it routinely pays workers less than a living wage. They claim to be creating ‘real, authentic content’ but that’s obviously untrue, given the power Walmart has over its employees.
Potential new employees are already subject to social media vetting before starting most jobs, and it’s not hard to imagine that soon large companies like Walmart will include content creation like this into their employment contracts.
Amazon is already paying warehouse workers to do damage control on Twitter, talking up how great the company is in the face of almost daily reports of horrific abuse its workers face at the hands of the company.
This could be a quickly forgotten experiment, something for brands and agencies to point to in the future and say ‘don’t do that.’
Or in six months’ time we could all be watching Walmart employees dancing and smiling, because the algorithm has dictated it be so.
Eulogy’s Elevator competition
Are you an ambitious social enterprise that would benefit from agency support to accelerate your cause? Read on….
Like you, we’re a passionate bunch at Eulogy. As part of our commitment to supporting enterprising businesses driven by social impact, we’ve launched Elevator – a competition for you to be in with the chance to win pro bono support from us; one of the UK’s leading independent comms agencies.
The successful entrant will receive consultancy services to the value of £20,000, tailored to its needs and designed to move it from start-up to scale up.
It’s easy to enter…
1. Email [email protected], with the following information:
- An introduction to your business (max 100 words)
- The challenge that your business seeks to address (100 words)
- A summary of the impact you’ve delivered so far (100 words)
- The support from Eulogy that would best aid your cause (100 words)
- Include any supporting assets you want us to see (e.g. photos, case studies, video)
- Key contact information from your organisation
2. Successful shortlisted applicants will be invited to pitch to Eulogy in a Dragon’s Den-style format.
3. The winning business will be selected, before going on to receive Eulogy support from July to December.
THE DEADLINE IS FRIDAY 26 APRIL 2019.
If you have any questions, please email [email protected].
Why There Needs To Be More Diversity In Tech
In an interview on David Letterman’s new Netflix show, Melinda Gates passionately spoke about the great need to get women and people from different backgrounds into tech and computer science.
“Tech is no longer just for young men in hoodies who like gaming,” she said to a round of applause, while explaining the work that the Gates’ Foundation does to fund internships and programmes for women within the technology and science space.
Yet, despite efforts being made, venture funding for female founders has hit its lowest quarterly total in three years. Whether a result of family obligations, economic uncertainty forcing women to avoid taking risks by remaining in their current roles, or due to unconscious bias of investors, the disproportionate allocation of funding poses a disadvantage to female entrepreneurs.
It’s estimated that improving ethnic and gender diversity within the technology industry could present economic opportunities which could result in £490 billion in new value for the tech industry.
Goldman Sachs revealed that businesses with more women at the top have stronger shares, its estimated that this is due to diversity in these businesses fuelling their various approaches and attracting greater talent.
The need for diversity within tech is a no brainer.
Why we need more diversity in tech:
About 8.5% of senior executives in tech are from a minority background, according to a 2018 report from Inclusive Boards, while women make up just 12.6% of board members in the sector, compared with the 30% female representation achieved by FTSE 100 businesses. The stats are shocking, yet there is still little action taking place across the board.
We can’t forget the glaring instances of unconscious bias in tech, from Google’s voice recognition being unable to respond to female voices, to Amazon’s facial detection filtering out the majority of non-white and non-male users.
In our ever-connected global population, ignoring the hugely diverse product customer base will be detrimental for these businesses. The tech industry must react.
Tech companies need to cater to a global ageing population, consumers with a multitude of abilities and those from various ethnic and socio-economic backgrounds, who are all seeking access to tech products.
Establishing a more diverse workforce will allow tech businesses to develop better products and reach a wider range of customers and ultimately drive greater success.
Diversity fuels innovation and creativity
Technology is designed to solve to problems faced by society and businesses, its aim is to overcome adversity. So, you’d think that having a whole range of ethnicities, genders and socio-economic backgrounds on a development team would be something tech businesses strive for.
“Think how comforting it is to be surrounded by people who think in the same way, who mirror our perspectives, who confirm our prejudices. It makes us feel smarter. It validates our world view… these dangers are as ancient as mankind itself.” – Matthew Syed, Rebel Ideas.
As Syed illustrates, pooling different perspectives covers our individual blind spots, makes products well-rounded and leads to greater innovation.
This not only challenges the majority perspective of the existing technology demographic, but it also breaks down the adoption barrier by factoring in a variety of customers.
When thinking about this in relation to Big Tech, greater diversity will not only increase trust in these major businesses, but also contribute to their ability to innovate and ensure representation of the global population in their products and services.
According to the Financial Times, Facebook reported that 23% of its tech employees globally are female, up from 15%; Google reports a similar change.
The same is yet to be achieved for ethnic diversity. The share of black technical workers at Apple is only at 6%, less than half of the proportion of African Americans in the US population.
Fostering a greater variance of employees will improve biases in fact checking, face and voice recognition, and audience profiling algorithms.
Big Tech has a long way to go, yet the commercial benefits that greater diversity bring will hopefully propel their efforts. And within time, these investments will help to mitigate the harm that these business currently seem to cause at every turn.
Diversity improves new tech’s accessibility
With the current focus on the rollout of 5G and hyper-connectivity, the major barrier to achieving smarter cities and making tech more accessible to all, is providing this basic connectivity in the first place.
During a recent webinar hosted by Stylus, Phil Burrows, Senior Manager of Digital Growth at Verizon, spoke about the need to invest and develop connectivity services across rural areas before we tackle 5G-based smart cities. The reasoning for this is simple. With our current polarised societies, focusing efforts on city innovation drives a further disconnect between urban and rural dwellers.
The economic divide that this creates shows a disconnect when it comes to thinking about the accessibility of technology.
When it comes to tech, it builds as many barriers as it destroys.
Take digital health services, they provide instantaneous access to online medical support for all. That is, if you have a smart phone. On the other hand, autonomous vehicles will provide accessible transport for all, you may not even need a traditional driver’s license.
“It’s not always easy to convince someone a need exists, if they don’t have that need themselves.”
― Caroline Criado Perez, Invisible Women: Data Bias in a World Designed for Men
For big tech, innovation and development equal progress. Why would you want to slow this down while waiting for late adopters to catch up?
This is where the need for greater diversity within the industry becomes evident. For technology and products to be adopted by the masses, it has to be accessible for the majority, if not for all.
Getting different perspectives on board from the outset will empower businesses to factor in difference, preference and desires of a much broader customer base and ultimately drive greater success.
Different perspectives can increase value
Cognitive diversity goes beyond gender or ethnic representation. In order to overcome challenges we face in modern life, a homogenous team who’ve had similar upbringings, live in the same city, speak the same language (the list could go on), will rarely find a representative solution.
It is always helpful to bring different perspectives to the table when looking to innovate.
Without people from various socio-economic backgrounds, how can we find technological solutions to issues such as period poverty, or lack of access to free school meals? And without members of different religious and ethnic communities, how can we find realistic ways to tackle issues that affect these groups, that Western tech businesses may not be aware of?
Diversity helps to smash stereotypes
“The result of this deeply male-dominated culture is that the male experience, the male perspective, has come to be seen as universal, while the female experience – that of half the global population, after all – is seen as, well, niche.” ― Caroline Criado-Pérez, Invisible Women: Data Bias in a World Designed for Men
When developing new tech products, software or features, business can be very one dimensional. To really be innovative and create forward thinking technology that changes how we live for the better, diversity is key.
As Criado-Pérez explores, we’ve been historically surrounded by products that are designed by men, for men. This is not to say that there are not women in big tech companies or leading the charge when it comes to designing new products.
But the figures don’t lie. There is a lack of women starting businesses, receiving funding and innovating.
Are women held back due to industry bias? Is it more difficult for them to succeed in a male-dominated tech world due to societal or familial expectations? Or are men simply ‘better’ at tech?
Melinda Gates certainly doesn’t think so.
49.6% of the global population is female, yet only 37% of tech startups have at least one woman on their board. What is interesting to see is that in health tech, the split is roughly even between men and women.
Maybe the industry has factored in the need to represent the half of the global population that has previously been underserved when it comes to medical issues.
While there is work being done across the globe to encourage greater diversity in STEM or technology industries, not enough is being done to challenge the current status quo.
We can’t wait another twenty years for these children to grow into the industry, we need tech businesses to really invest in greater diversity now, particularly as the benefits of doing so are plain to see.
So, what are the key steps that tech businesses could consider?
How tech businesses can increase diversity:
Invest in the hiring process
It takes time to find the best employee for the job but investing in the process will ensure the best possible outcome. And try to steer clear of AI recruitment tools, as they often have unconscious biases programmed into their base code by their designers.
Challenge unconscious bias
Greater diversity counteracts unconscious bias, but in the meantime, tech businesses need to consciously address these issues throughout the hiring process and in their day-to-day activity.
It’s an organisational issue
One in which the entire organisation needs to feel invested in and care about. It’s not up to minority groups to force tech businesses to be more inclusive, it has to come from the majority groups within the organisations themselves.
Diversity isn’t a check box
It’s a work in progress, something that will evolve over time. Fostering diversity at the heart of an organisation is a step in the right direction and consistently challenging these efforts will make tech businesses stronger.
For startups, diversity and inclusion have to be factored in from the outset
Not only will it set businesses up for commercial success, but it will also improve their longevity, productivity, and creativity.
As an agency we’re committed to driving positive impact within our own communities and wider society.
The clients of Eulogy span every size and sector. Just some of the work we’ve done with clients relating to themes of responsible business include supporting the long-running American Express Shop Small initiative, Female Gaze – representing talent and diversity within the visual industry for Getty Images, delivering an influencer campaign to drive interest in STEM subjects among young people for Roche, and delivering comms support for the Albert Kennedy Trust, a charity which supports LGBT+ young people in the UK experiencing homelessness.
Now in its second year, Eulogy’s annual Elevator programme is an accelerator competition enabling early stage ventures to win pro bono support designed to help move them from start-up to scale up, whilst accelerating solutions to some of humanity’s modern-day challenges.
Our Elevator 2021 competition will focus on technology start-ups spearheading the green economy and a more sustainable future.
The winning enterprise will receive consultancy services to the equivalent of £30,000 across a 6-month period running from February to July 2021.
As a full-service integrated agency, Eulogy delivers over 50 products and services spanning everything from brand, comms, content and channel strategy through to influencer engagement, editorial, experiential, media relations and audio and video production.
Click here to find out more about Eulogy’s Elevator initiative.
Agency of the Year winners
Eulogy won Large Agency of the Year 2017 at last night’s PRCA Dare Awards. Needless to say, we are absolutely beaming today.
We had strong competition, making the honour even more significant for us.
Thanks to everyone that has helped make Eulogy the agency it is today. We have lots of exciting developments coming up over the next few weeks and months, including our big office move, so stay tuned.