Diversity and equal opportunity in the workplace have been slow-burning topics until recently, with gradual progress made as activists chip away at established yet outdated employment practices. In the prevailing cultural climate, however, challenges to these norms are becoming more direct. The voices are louder, the demands more explicit. How diversity helps brands achieve liftoff is of particular interest to entrepreneurs and executives alike. This will be the topic at an upcoming panel hosted by Capacity LLC in collaboration with BeautyMatter. We will hear real-life experiences from executives at major brands like Glossier, Audible, and New Beauty, and take a look at the details of how diversity and inclusion drive brand momentum.

Against that backdrop, how can well-intentioned brands balance inclusivity to employees and customers alike, while maintaining a laser focus on their niche and increasing their reputation therein?

Fortunately, the two objectives can go hand in hand.

Research has shown that inclusion and diversity benefit brands, whether they are household names or rising stars in their sector. Distinct personalities and varied worldviews frequently lead to a dynamism that consumers appreciate. Strong brands with loyal fans are built on platforms which embrace a diversity of mindset, as well as the more visible signs of a diverse team.

However, within that broad objective lie the nuts and bolts of forging an intentional culture that fosters long-term inclusion and diversity. What are the practical aspects of developing this kind of culture, moving beyond words and taking concrete actions?

Some of the important questions to consider include:

• How do brands balance focus on their niche with inclusivity to employees and customers alike, and how does that help them succeed?
• How have some of today’s top executives navigated a varied employment landscape and made it work for them?
• Have you ever wanted someone to describe in detail the steps to their success, instead of just thanking their teams and mentors?
• Is the success of a brand really a black box, or are there some common themes and foundational building blocks to creating brand liftoff?

A brand is inherently linked to its origin story and how founders choose to develop their business.

A company’s story tells us a lot about how it brings a specific vision to fruition. The people you hire, the priorities you set, the customers you target, and the communities in which you operate are all important elements of that story.

Inclusion and diversity should always be a work in progress. Any brand determined to remain at the edge of culture must consistently revisit policies and the perspectives that inform them. By accepting that diversity is an evolving challenge, brands remain sensitive and alert to emerging changes that need to be made.

When employees have a sense of belonging and consumers are proud to support your brand, that internal engagement and external loyalty can provide a long-term competitive advantage that is extremely difficult for others to replicate.

Achieving Liftoff: Leveraging the Power of Diversity and Inclusion to Boost Your Brand

A panel on the topic of diversity and HR will be hosted by Capacity and BeautyMatter on July 12 at 5pm at the Ace Hotel in New York.

Event Panelists:

Cathy Guttierez, Head of People, Glossier Inc.

Agnes B. Chapski, President, NewBeauty and Beauty Engine

Ara Tucker, Head of Employee Experience, Audible Inc.

Space is limited—secure your spot here.