Essay 141

There’s a lack of diversity in the diversity ads in DiversityInc.

What compels an advertiser to force fit corporate taglines and positions with an alleged commitment to diversity?

PricewaterhouseCoopers asks, “when you left for work this morning, what did you leave behind?*” The asterisk connects to “connectedthinking” — a copyrighted phrase from the advertiser. Don’t get the connection.

Reed Smith portrays a Black employee with the headline, “When You’re Human Resources Counsel To More Than Two Thousand People, Quality Matters” — which ties to the organization’s “Quality Matters” slogan. Heaven forbid quality should matter in companies with fewer employees. Or in Reed Smith ads.

“Energizing Opportunities With Diverse Suppliers,” states Sempra Energy utilities. Fight the power.

The United States Tennis Association lobs an interesting notion. “At the USTA, we believe nothing should separate people…except maybe the net.” Right. Tennis is suddenly a Multicultural Mecca. Let’s see, there are the Williams sisters. And James Blake. And the Williams sisters’ Dad. And the Williams sisters’ Mom. And…ummmm.

Starbucks serves up a strange brew. “The steam that rises as we share coffee creates inspiration. The energy that rises as we share ideas creates growth.” The nonsense is signed off with, “Honoring our origins. Enriched by our blends.” Makes you want to switch to Folgers.

Pitney Bowes starts a parade of diversity messages exhibiting “We Are The World” pictures of employees — and the ad even features a guy in a wheelchair. Now that’s breakthrough.

“Not Everyone at PepsiCo Sees Things the Same Way.” However, countless advertisers have executed the same thought in the same way, even using the same words.

Darden Restaurants brag, “What We Serve Is As Diverse As Who We Are.” The roster includes Olive Garden Italian Restaurant and Bahama Breeze, where you’ll probably never see Italian or Bahamian employees. Go figure.

“A diversity of great technology and solutions starts with a diversity of great people,” according to the stereotypically diverse team representing Raytheon.

HSBC proclaims, “Imagine…an organization as individual as you are.” Directly below is the photo of a completely generic Black woman.

Monster roars, “Unique perspectives make businesses better.” Email to Monster: Unique headlines make ads better.

Deloitte tries a twist with “Different perspectives. Diverse minds create solutions.” The layout depicts pairs of shoes. Please wipe this idea before entering.

Nothing proves diversity like awards and endorsements. Pitney Bowes lists honors from Fortune, Asian Enterprise Magazine, Hispanic Magazine, LATINA Styles and DiversityInc. PepsiCo boasts top ten rankings in seven minority categories. HSBC mentions earning recognition from “numerous national and local publications.” Southern Company holds a threepeat in Fortune Magazine’s Most Admired Companies. SBC records Hispanic Magazine, Essence, the Annenberg Public Policy Center, Fortune and DiversityInc among its admirers. WellPoint is another Fortune favorite. Marriott takes applause from Working Mother, Fortune and DiversityInc.

And it’s rather disturbing to peruse the diversity and recruitment communications from the U.S. Department of State, the Air National Guard, the Central Intelligence Agency, Homeland Security and National Security Agency.

Finally, SBC shows the simple image of an SBC coffee mug filled with a variety of writing instruments. The headline reads, “We’re Proud Of Our Diversity In The Workplace.” While not totally original, it comes the closest to being decent.