The impact of diversity and inclusion on corporate reputation, communications strategy and social citizenship

Abstract

This study examines the impact of diversity and inclusion (D&I) through the lens of corporate reputation, communications strategy and social citizenship (corporate social responsibility). The literature review provides a snapshot of current work completed in this field along with key definitions, theories and supporting evidence, further contributing to the conversation of D&I strategy. Content analysis provides insight into how some organizations refer to, or talk about D&I on their websites. Analysis shows a very wide range of results that varies from having no reference to D&I, a ‘medium’ amount of content and materials, all the way to a comprehensive set of webpages that highlight D&I as a concept while sharing how it is implemented and practiced. Data was also gathered from a total of 12 interviews, conducted with Canadian communications and/or D&I leaders of various industries. Some key findings include how organizations are implementing D&I programs, how D&I is impacting corporate reputation, how closely D&I should be tied to the communications function’s goals, the connection/relationship between CSR and D&I, and how D&I can impact the local community. The overarching set of takeaways is that D&I is understood by all participants as being very important in business strategy. Some organizations have only just started to consider this as part of their larger strategy, others might be slowly implementing tactics, while some organizations share very robust strategy and tactical components.