Page 33 - rr-2021-11-diversity-advertising-marketing-industry

CASE STUDY

LEADING WITH INCLUSION: DRIVING CHANGE THROUGH
OUR MARKETING ECOSYSTEM

By building an inclu sive global organization that applies
its diverse experiences and passions to our trusted brands,
we have the opportunity to make life better for people
all around the world.

At Kimberly-Clark, we are committed to build- In partnership with senior leadership, we took
ing a winning and respectful culture founded immediate action to drive change in our market-
in our long-held caring values. We care deeply ing ecosystem through three parallel paths:
about each other and our business, and we (1) to empower our marketers through specific
care deeply about inclusion and diversity. I&D (Inclusion & Diversity) training and tools;
This work is part of who we are — not just (2) to work with our marketing agency and
what we do. Our goal is to tap into the power media partners to drive positive change through
that different voices, experiences, and skills effective, measurable actions; and (3) to commit
bring to our work environments and to our con- to more authentic representation of diverse
sumers. By leading with inclusion, we deliver peoples in our brand communications. This
our purpose of Better Care for a Better World emphasis on inclusion creates opportunity for
as we become a global organization that looks the growth of society as well as our company.
and thinks like the people who use (and have
yet to use) our essential products. Kimberly-Clark’s ability to gather insights, foster
innovation, and deliver essential products hinges
We’ve made great progress with our people- on our understanding of the cultures, lifestyles,
focused strategy. In 2019, we began exploring and mindset of consumers. By building an
the barriers that prevent true equity in the inclusive global organization that applies its
workplace. We recognized that to create a diverse experiences and passions to our trusted
sustainable culture where people feel they brands, we have the opportunity to make life
can bring their authentic selves to work, better for people all around the world.
we needed to make inclusivity the foundation
of everything we do. To drive change faster, we developed Kimberly-
Clark Global Brand Responsibility Principles and
This work was underway when the horrific Guidelines and supported them with actions and
deaths of George Floyd, Breonna Taylor, resources. Our principles were developed and
and many others sparked our realization embraced by our marketers worldwide based
that diversity actions alone were not enough. on the following core beliefs and commitments.
The urgency of racial justice galvanized us to
do more, move faster, and enable change.

33 // A Diversity Report for the Advertising/Marketing Industry