Conference

Becoming a DiversityFIRST™ Consumer Bank of America. AT&T. Wal-Mart. Microsoft. Pizza Hut. Southwest Airlines. To some, these are simply the names of corporations, but to so many others it represents a brand, which is one of the most important aspects of any company. In fact, corporations spend millions of dollars a year to establish and promulgate their brand. A brand symbolizes what consumers think about a particular product, service and/or corporation. The perception of the brand, and thus the company, becomes reality to the consumer. There is no doubt that brands significantly influence purchasing behavior. While brand recognition is an opportunity to positively portray an entire business to the consumer in a split second, it is also an opportunity for the consumer to “Brand the Brand.” Today’s savvy consumer recognizes that a corporate brand should speak to more than just quality and excellence.

With this new version of reality comes a new responsibility. The brands must not only represent what is for sale, but the company’s conviction. It is essential that corporations ensure that their most positive aspects are portrayed through branding, so that consumers are able to not only recognize the product, but the company’s commitment to valuing differences in color, race, sexual orientation and gender. These social realizations have developed, in part, because of the birth of the new type of consumer, a DiversityFIRST™ Consumer. Corporations have found that they now need to place diversity first.

A DiversityFIRST™ Consumer is someone who is cognizant of how he/she spends his/her money. Making a purchase is not habitual or routine, but a well thought-out endeavor aimed to support companies that are socially and morally responsible. Those consumers who put diversity first are searching for companies that respect and value differences, not only in the workplace but in the consumer base as well. More importantly, these consumers understand that their money can influence businesses by practicing democracy with a dollar; voting to support those companies whose ideals align with their own and discounting those who do not.

Through this collective spending voice, buyers can make a difference in capitalism and encourage corporations to emphasize not only their products, but also their level of commitment and dedication to diversity. While the power of money defies color and gender lines, educated consumers today will guarantee that only those corporations intently focused on DiversityFIRST™ will succeed in the marketplace. Hence, we have to “Brand the Brands” that do business in the state of California in order to distinguish those brands that are DiversityFIRST™ and those that are not.

Does your brand symbolize DiversityFIRST™?

Dennis Kennedy
Founder & Chairman
National Diversity Council