Bias in marketing, it happens How do we mitigate it?

BIAS IN MARKETING Jen Wilburn, LMHC, CIC Accessibility Consultant, Florida Blue How to effectively use authentic disability-friendly images and language in advertising that will appeal to potential customers with and without disabilities. Creative images of people with disabilities and positive language that shatter common biases. Strategies for testing images and content perspectives by leveraging community partners and your ERG.

Authentic Disability-friendly Language/Images in Advertising What is it and how do we find it? The voice and experience of the person with a disability The correct terminology; transcends stereotypes Represents the whole person What it’s not? The unintentional reflection of social and personal biases (i.e. objects of pity, burdens, lazy, self-inflicted, unable, childlike, special, inspirational) Often seen in caregiving, drug and rehabilitation, mental health, youth programs, health and wellness

Shattering biases with Creative Images/Content

Shattering biases with Creative Images/Content

Leveraging Community Partners & PWD ERG for Feedback Does your social media elevate, normalize and support PWDs (including shared articles by other sources)? What do your community partners want to see/what messages are important to them? What do you want to reinforce about the position your company takes and feels about PWDs? Are you being mindful of the full spectrum of disabilities (physical, physiological, and psychological)? Check the temperature of your advocacy efforts with employees or members with medical conditions.

See The Able – Not The Label Meijer See The Able – Not The Label

Meijer Overview Founded in 1934 by Hendrik Meijer Multi-billion dollar retailer First supercenter now with 230+ store locations and 70,000+ team members Distribution and Manufacturing facilities 6 States and growing Headquartered in Grand Rapids, MI In an effort to drive compliance there are a few differences from last year. These include: Formalized task sign off versus a memo that went out to leaders In order to help guide the conversation for leaders, prescribed four key conversation areas. Note that topics of conversation will be the same across all team members but outcomes may be different depending on individual needs. For example, one individual may need to update their goals, while another may end up creating a development plan. Another yet may take no action. Added additional resources for leaders to help them prepare and feel comfortable having the conversation.

Diversity & Inclusion At Meijer “People make the difference. We’re building partnerships within our communities and supporting a diverse workforce. We are committed to establishing an inclusive environment, which requires intentional leadership around safety, communication, and productivity. We play an important part in fostering an inclusive workforce where every individual is recognized for his or her abilities each and every day.” In an effort to drive compliance there are a few differences from last year. These include: Formalized task sign off versus a memo that went out to leaders In order to help guide the conversation for leaders, prescribed four key conversation areas. Note that topics of conversation will be the same across all team members but outcomes may be different depending on individual needs. For example, one individual may need to update their goals, while another may end up creating a development plan. Another yet may take no action. Added additional resources for leaders to help them prepare and feel comfortable having the conversation. Rick Keyes, CEO

Our Journey

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