PPB August 2021

the conversation, PPB spoke with Kathy Cheng, president of supplier Redwood Classics Apparel in Toronto, and Monique Erving, national account manager at distributor Bensussen Deutsch & Associates, Inc. in Woodinville, Washington—both members of the PPAI Diversity, Equity and Inclusion Task Force—to provide commentary on some of the most commonly-asked questions on this issue. What are the issues that hold companies back from building more diverse teams? Kathy Cheng: I would say five things hold them back: lack of a healthy, diverse talent pipeline; lack of ownership of a DEI/supplier diversity strategy; lack of cultural intelligence, specifically cultural awareness, and experiences amongst teams have not been fostered, hence the abilities to see and relate to more perspectives and experiences are diminished; lack of communication (the value and importance of diversity has not been communicated top-down or bottom-up, and collective input, at all levels, is key); and resistance and fear of change. Monique Erving: There are numerous issues depending on the industry. One of the main reasons is their unwillingness to seek out candidates that are different from their ideal employee. What are some steps companies can take to begin to move toward diversity within their workforce? Cheng: Recognize and acknowledge that this is a business strategy. Internally, it’s with your staff and externally, it’s about your customers and supply- chain partners. Research has proven that diverse and inclusive organizations are more profitable. Adopt clear communication of intent and expectations. Be clear and concise of the intent and expectations around the organization’s goals and objectives. If the fear of change or the fear of the unknown is a potential hindrance of diversity concept adoption, organizations can communicate and define goals and objectives for staff. Define your “why.” Not understanding why the intentional efforts of diversity can contribute to the resistance to change, so by clearly defining the goals and objectives across the organization may encourage diversity concept adoption. Break your habits. Let’s face it. No one really likes to disrupt their habits and routines, so human nature dictates a most likely encounter to resistance. With clear communication of intent and expectations for establishing new routines, that may lend comfort to those who may resist the change, while also empowering those who may embrace the change. Anticipate and acknowledge that change is not going to happen without What IsThe DEI Task Force? Kathy Cheng and Monique Erving serve on the PPAI Diversity, Equity and Inclusion Task Force, which partners with PPAI staff to expand diversity, equity and inclusion throughout the promotional products industry and its workforce by creating education and networking opportunities. The task force also strives to increase the visibility of underrepresented groups within the industry’s workforce and inspire industry business leaders to embrace inclusive, unbiased business practices. In June, the task force produced its latest educational effort, a webinar discussing critical questions related to DEI and the workplace with members of the DEI Task Force. Listen to “DEI: A Roundtable Discussion” on- demand at onlineeducation.ppai.org/on-demand-webinars. Task force members also include: Johanna Gottlieb, Axis Promotions, Chair Noah Lapine, Lapine Associates, Board Liaison Nenette Gray, Lemonade Creative Marketing Ed Hamner, Howling Print & Promo Hugh Lawson, Staples Joel Schaffer, Soundline, LLC Cindy Tsuji, Image Source Maurice Norris, PPAI Staff Liaison Pamela Brown-Matthis, PPAI Staff Liaison Bob McLean, CPA, CAE, CEM, PPAI Interim President | AUGUST 2021 | 65 THINK