5 Ways To Actionably Incorporate DEI Efforts In Your Small Business
What is ‘DEI’ really? As a twenty-something white, female business owner and educator I have asked myself this question many times in my professional career. I’ve asked it as I’ve written content about business development. I’ve asked it as I’ve prepared to teach about the Civil Rights Movement with my fifth and sixth graders. I’ve asked it as I’ve joined in conversations about representation in the classroom. I’ve asked it as I pivoted my small business and reshaped our vision as a creative marketplace. And I’ve asked it again, as the world erupted with racial injustice, protests, political unrest, and a global pandemic, all in this past year.
When it comes to understanding the true meaning of DEI—diversity, equity, and inclusion—perhaps the most important thing to recognize is that there are so many layers.
There is, first, the discovery and understanding of the importance. Then, there is the learning. And then, and perhaps most significantly, there is the action, the movement, the change.
For many of us, understanding how to actionably incorporate DEI efforts—especially for small businesses—comes with a set of challenges as unique as the niches we serve.
However, there are tangible steps, purposeful changes, and day-to-day shifts that can be made to truly bring about more representative, inclusive, and meaningful spaces, both online and physically.
Although I do not claim to have the answers (and, of course, these are all my opinions and suggestions based upon my personal experience), I do hope they help you to at least think differently about the impact you truly have the power to make.
1. Start With The Foundation
One of the most simple, yet meaningful ways to actionably incorporate DEI efforts in your small business is to start with the foundation. The foundation meaning the central core of who you are—your mission, vision, values, and team.
Revisit your mission statement. Is it acknowledging and representing all people or is it (perhaps even unconsciously) reflecting a bias? Does it create space for any individual to be a part of what you’re creating or is it only aligned with some experiences?
Browse through your website or social media accounts. Do you feature people (photos, thoughts, ideas, etc.) of varying backgrounds, experiences, races, abilities, and perspectives?
And perhaps more importantly, do you have diversity on your team?
If you answered ‘no’ to any of the above questions, that is where you start. Do an audit of your accounts and pages and see if you can rewrite with intention. Engage in conversations with team members in order to create long-term content and marketing strategies that incorporate all perspectives.
Determine a way to reach individuals that are outside of your team as well, especially if you recognize a lack of diversity in-house. Decide what types of content—books, media, podcasts, and other texts/programs—you can invest in as a team in order to truly ‘do the work’ that is DEI.
And as you improve in these areas, look for ways you can make these changes continue, far beyond the initial implementation.
2. Broaden Your Scope
When it comes to DEI—as it is intended—the goal is to continually grow, change, and incorporate the voices and perspectives of others. This naturally translates into growth opportunities, both within your current and future community.
Attending and hosting a variety of events is important to help you broaden your scope. Actively seek out events that highlight marginalized or underrepresented voices. Join in conversations and communities that are both racially and socially diverse, as well as create those spaces within your own organization.
As a small business/business owner or entrepreneur, it may be challenging to actively create progressive spaces and events—that’s where the importance of seeking out and broadening your scope comes into play. Some things may not be feasible, simply based on budget, size, or location, but that doesn’t mean you can’t be an active agent for change right where you are.
3. Shift Your Media Direction
Your media—think website, social media, and any online reach—is vital for not only the development of your company but the perception. As you do a media audit, be sure to shift your media direction in a way that actionably incorporates and implements DEI practices.
What this means is that you’re conscious of biases and aware of ways you may be (even unintentionally) excluding certain groups or individuals. For example, is your website accessibility-friendly? Does your Instagram feature BIPOC? Do you make a conscious effort to share the perspectives of people from different areas, backgrounds, and experiences?
As you shift your media direction, think about what the words ‘diversity,’ ‘equity,’ and ‘inclusion’ really mean. If a stranger stumbles across your company page(s) what will he/she/they discover about where you stand in these areas, your community, and your mission?
4. Create Intentional Opportunities
Actionably incorporating DEI efforts in your small business means being intentional—about choices, about representation, about hiring processes, about conversations, about professional development, and about current and future changes.
As you think about your long-term DEI strategy, think about intentionally making decisions as opposed to ‘checking the boxes.’ For example, actively seeking out marginalized candidates when it comes to hiring for a new role or making sure to do your due diligence to seek insights from underrepresented individuals in and out of your community.
5. Invest In Diverse Creators
In essence, actionable DEI looks like putting your money where your mouth is.
If you actively want to support diversity within your small business:
Hire and invest in creators with varying stories, expertise areas, experiences, abilities, cultures, and backgrounds.
Purchase the goods and services from the individuals and groups that you want to support.
Hire people that help you achieve the true blend of voices on your team or in your community.
And go beyond the ‘motions’ by continually seeking opportunities that diversify what you build—in your small business, and all other spaces of influence.
So, what are the next steps? Start right here, right now with a commitment to change. Although these steps may feel overwhelming because of the urge and pressure to ‘get it right,’ the most important thing is to move forward consciously and intentionally.
To start, check out this Diversity Report by FWD Founder, Michael Donnelly. Then, if you haven’t already, connect with the FWD Membership Portal to network with diverse creators, entrepreneurs, business owners, and thought leaders.
PS: I’m no expert, but I’m happy to help where I can. Let’s have a *virtual* coffee date! To connect with me, just send me an email at marisa@fwdcollective.io.
Marisa Donnelly is the Founder & CEO of Be A Light Collective, a creative marketplace, online community, and writing/editing services company with a mission of reshaping what traditional education looks like through a relationship-based learning lens.
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