In 1996, I had the incredible opportunity to attend the Summer Olympics in Atlanta, GA, with my parents – an experience I'll never forget. The energy, unity, and outstanding performances showcased what international sports can offer. That is why I couldn't wait to watch the 2024 Summer Olympics in Paris, France.
The 2024 Paris Olympics and Paralympics did not disappoint. As two of the most globally watched events, the Olympics and Paralympics are a microcosm of society, reflecting broader social dynamics and cultural shifts. The diversity and cultural shifts—spanning race, ethnicity, body type, ability, age, religion, sexuality, and socioeconomic status—mirrored the world that brands and businesses must engage with to stay relevant. Watching athletes from different backgrounds, particularly Black and Brown athletes, win despite adversity filled me with pride and underscored the undeniable impact of diversity, equity, and inclusion.
As the global landscape shifts, with Gen Z driving the demand for inclusivity and nearly one-third of Americans (three-tenths of the European Union) projected to have an immigrant background by 2065, brands face a pivotal choice. Authentic engagement with multicultural communities is no longer optional; it's essential for business success.
The Olympics and Paralympics showcased athletic excellence and served as a platform for inclusive marketing. Brands celebrated diverse athletes, amplified voices for social justice, and promoted global unity. However, discussions surrounding the ban on hijabs, the false labeling of Algerian boxer Imane Khelif as a man, racist slurs directed at gymnast Jordan Chiles after controversy surrounding her bronze medal, and making the Paralympics more easily accessible on mainstream TV are just a few examples that highlight the importance of continued dialogue and action regarding systemic racism and injustices in sports and beyond.
The latest 2024 Edelman Trust Barometer Special Report: Business and Racial Justice emphasizes that the call for racial justice remains unanswered. The survey of over 3,000 respondents in the U.S. revealed that people expect organizations, including employers, businesses, NGOs, media, and government, to lead the fight against racism. Yet, there is a significant gap between these expectations and perceived performance. "My employer" was the only institution trusted, by 71% of employed respondents, to address racism in the U.S., outpacing other institutions by at least 20 points.
The study also highlighted that brand trust is at risk. Respondents in the U.S. were 24 points more likely to trust businesses they believed genuinely served their racial community well. Among those who said business serves their racial community well, 63% trust business to address racism. In short, when people feel represented and cared for by brands, they are more likely to trust those brands to address systemic racism.
Additionally, 76% of U.S. respondents said that organizations with diverse workforces are better at building trust with communities and customers, creating products that appeal to diverse audiences, and are less likely to make decisions that worsen racial injustice.
So, what can brands and businesses learn from the Olympics and Paralympics about championing racial and social justice?
- Embrace Diversity: Like the Olympics and Paralympics celebrate diverse athletes, brands and businesses should engage with and represent the full range of identities within their core audiences.
- Lead with Confidence, Courage, and Clarity: Stand firm in your DEI commitments, address challenges openly, and make sure your actions reflect your dedication to inclusivity.
- Challenge the Status Quo: Constantly review and update policies to address biases and create an inclusive environment. Develop systems for feedback to help meet the needs of your diverse workforce and consumer base.
- Amplify Diverse Voices: Support those advocating for racial justice through strategic partnerships and impactful campaigns.
- Leverage Platforms for Positive Impact: Use your resources and platforms to support racial and social justice causes and advocate for inclusivity. Show that your brand and business' commitments are grounded in meaningful and continuous action.
Progress requires more than words—it demands courage and commitment. The Olympics and Paralympics showed that brands have the power and responsibility to lead with authenticity and action. The Games also provided a stage for meaningful discussions on racial justice and demonstrated how sports can spark broader societal changes.
Amina Colter Jones is is SVP, Multi-Cultural.
