Page 35 - rr-2021-11-diversity-advertising-marketing-industry

LEADING WITH INCLUSION: DRIVING CHANGE THROUGH OUR MARKETING ECOSYSTEM

Kimberly-Clark is building on this foundation on our I&D commitments. We developed plans
by training marketers to have a global perspec- to activate all aspects of inclusivity, including
tive that addresses all underrepresented com- our approach to data and insights, diversity
munities across the world. Diversity is becoming in our agency teams, and the development of
the majority in many of our markets, so building brand communications.
a broad and deep cultural understanding in our
marketers is critical. We worked within our media ecosystem and
industry groups, including the Global Alliance
In 2021, we will conduct extensive, region- for Responsible Media (GARM), to create new
specific marketing training sessions in Latin brand safety media guidelines that do not
America, Europe, and the United States. discriminate against people of color. These
We will provide additional training in the U.S. all-encompassing media protocols reinforce our
and Asia-Pacific regions in early 2022. We seek Brand Responsibility Principles and Guidelines,
to provide our marketers with the tools to ask foster inclusivity, and strengthen our commit-
the right questions, engage in relevant conver- ment to the ethical use of data and privacy.
sations, and develop inclusive communications
from the strategic level through consumer- This year, we continued to develop inclusive
facing brand communications. brand communications to combat social injus-
tice and racial inequality. A few examples that
Kimberly-Clark also collaborated with all we are proud of:
marketing and agency partners to help deliver

Cottonelle® BLKHLTH Partnership
Kimberly-Clark’s Cottonelle® Brand partnered with the nonprofit BLKHLTH to provide critical
information and resources to Black consumers about colorectal cancer, which disproportion-
ately afflicts the Black community. Together, Cottonelle® and BLKHLTH are encouraging
colorectal cancer screenings and have distributed free home colorectal cancer tests to
thousands of Black Americans.

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