Are sustainability and inclusivity part of the same overarching challenge? Let's find out!
Definition of an inclusive event
Inclusive marketing consists of ‘representing and integrating minorities’. It’s a short and effective definition, but the question is what do we mean by ‘minorities’?
The most immediate answers are ethnic origin, gender, and age. But we can quickly add body type, sexual orientation, social category, and physical and mental disabilities - not to mention family composition, culture, language, and dietary restrictions.
Going even further, a report by Deloitte and the BJKLI points out that Generation Y defines diversity by cognitive diversity and richness of opinion. Interesting, isn’t it?
How does this translate into the organization of an event? On several levels. The most obvious is the stage, with the speakers you present to the audience. Of course, they have to be chosen with the utmost care. But you also need to pay attention to the staff on-site - on the day itself, and before and after the event.
On My Impact Tool, we decided to create 9 goals. 9 inclusive aspects that are relevant when organizing an event and for which actions can be taken. While all of them do not have to be achieved at all events, they offer an interesting framework to allow us to ask ourselves the right questions.
On the stage and behind the scenes
In the 90s, the standards for the profiles required for events, particularly for hostesses and stewards, were often based on fixed stereotypes. Fortunately, things have changed since then. Inclusion in the broadest sense tends to be the way to go these days, and the ground is more favorable to the integration of inclusive and sustainable measures. Taking inspiration from the social and solidarity economy model, for example, and integrating this sector into our productions and staffing support is becoming easier, more accepted, and even sought after by customers or audiences.
Many partnerships are born between social inclusion associations dedicated to integrating people with disabilities or people disconnected from the workforce with agencies in need of staff support. This requires knowledge of the players involved to guarantee harmony but it is getting easier every day. The existence of such initiatives demonstrates the ongoing progress and we must continue to evolve, as these experiences are immensely rewarding and beneficial for everyone involved.
Physical and digital content
Your event must be accessible to people with reduced mobility. Be Aware that accessibility does not only mean that everybody can enter your event. All attendees should be allowed to participate, circulate, enjoy, and exit. Brussels Region has made a great guide to help event organizers understand those requirements.
Similarly, your content must be accessible to all those who cannot scan a QR code or access mobile apps. The digital divide is far from being a thing of the past. Also, your website is an essential gateway. To avoid undermining all your efforts, make sure your landing page is accessible to everyone.
From a purely technical point of view, the site must be accessible to all, including the visually impaired and the deaf. This will also enable you to reach an aging population more widely.
Finally, it should be noted that web accessibility is a concept that goes well beyond the subject of disability. Indeed, the founder of the WWW, Tim Berners-Lee, envisioned a world accessible to us all, whatever our mental or physical abilities.
A medium-term return on investment
Are you in two minds? Wondering whether it’s worth going to all that effort? Why dedicate extra budget for the sake of inclusion?
It’s the same as with energy efficiency. Let’s be clear: no, the ROI will not be immediate, easy to calculate, or even measurable in euros alone. But it will be there.
For the sake of your image, be it with your customers and prospects, or with your employees, these are issues you need to get to grips with. The challenges of inclusion and sustainable development concern us all, without exception. They are an excellent way of building commitment and loyalty among your teams.
Whatever your activity, you have a position to adopt, a word to say. And perhaps even an opportunity to dispel certain preconceived ideas: the business sectors perceived as the most progressive, such as tech, are not necessarily the most inclusive. Over to you!
If Inclusion is as important to you as it is for us, don’t hesitate to work with My Impact Tool and start reporting on your event’s inclusive performance.