Stay Woke, Not Broke: Protect Your Brand in Today's Business Climate

PREFACE xi 1 INTIMATELY INCLUSIVE: A PROFILE OF A COMPANY DOING RIGHT (FOREVER YOURS LINGERIE) 1 2 KEY TERMS DEFINED 13 What Is Social Justice? 13 What Is an Intersectional Perspective and Why Is It Important? 14 What Is Decolonization? 15 What Is White Privilege? 16 What Is Purpose Washing? 17 What Is a Marginalized Identity? 19 What Is Cancel Culture? 20 3 DOES SOCIAL JUSTICE BELONG IN BUSINESS? 23 Corporate Social Responsibility: Real Impact or Posing? 23 Diversity, Equity, and Inclusion (DEI) Activities 24 Strategy in your DEI activities 24 Where diversity, equity, and inclusion efforts can go wrong 24 Bringing DEI front and center 25 The DEI advantage 25 Inclusive Leadership Qualities 26 4 THE LANGUAGE OF INCLUSION 29 How to Use Words of Welcome to Include More People 29 Racial Issues in Language 30 Ableist Issues in Language 31 Developing a Style Guide for Your Business 32 Why You Need a Diversity Statement 34 How to Create a Diversity Statement 35 Components of a diversity statement 36 Next steps: Integration 41 Digital Blackface: What It Is and How to Avoid It 41 5 YOUR POLICIES: ARE THEY ABOUT EQUITY? 43 How to Structure Your Business Policies to Include More People 43 Payment Plan Policies 44 Policies around Accessibility 46 Policies around Wages and Contractor Payments 48 Policies around Charitable Giving 50 Supplier Diversity Policies 53 6 MARKETING TO AND FOR MORE PEOPLE 55 Inclusive Content 55 Don’t just talk about it, be about it 57 Giving together is better 57 Contents v Have a goal 58 Keep It Simple 58 Representation 59 Representation in media 59 Representation in relation to your brand 59 Create a Cohesive Brand Experience 61 Equitable Advertising Tactics 63 7 BUILDING INCLUSIVE COMMUNITIES ONLINE 65 How to Build a Diverse and Inclusive Online Community 65 Online Community Conflict Resolution 68 Team up against trauma 68 Don’t “dirty delete” 68 Set boundaries like a boss 69 Forbidden topics 70 Tone policing 70 Content warnings 70 Dealing with exclusion 71 Outrage porn 72 Managing the flow 72 Communities of purpose (and permanence) 72 Justice versus peace 73 Setting expectations around privacy 74 What Happens If I Screw up? (Letting go of Moral Perfectionism) 74 The Anatomy of an Apology 77 8 COMMON QUESTIONS ABOUT SOCIAL JUSTICE VALUES IN BUSINESS 81 Do I Really Have to? Won’t This Blow Over? 81 How Do I Avoid Looking Like a Bandwagon Jumper? 83 I’m Just One Person, Will It Make a Difference? 85 I have a Team, How Do I Keep Everyone on Message? 87 Do I Need to Be an Expert? 88 Values Are Personal: Why Tell My Customers or Audience What I Think? 90 Who Can Help Me Implement These Strategies? 92 9 WHAT’S IN A NAME? A PROFILE OF A COMPANY DOING RIGHT BY FIXING A PROBLEM (ONE LAX) 95 CONCLUSION: A CALL TO ACTION 101 Where Do I Go from Here? 102 CHECKLIST Is Your Business Ready to Welcome Everyone? 105