Getting your diversity numbers right using these techniques(Part 3)-Lessons from Black Barbie
It’s Barbie’s world and we’re all just living in it! This month, Netflix released Black Barbie, a documentary highlighting the journey & impact of the diversification of the global Barbie doll. This comes months after Barbie the movie hit over a billion dollars in cinema revenues worldwide. For many decades, this global doll only came in the same features i.e white thin blue blue-eyed lady with pink lips. Since the 1930s when Barbie production went mainstream, it took years and many societal changes such as racial protests to bring about much-needed reforms in the toy design industry finally. This set a very unrealistic beauty standard for millions of girls around the world who grew into women with those same misconceptions. For this item became more than a plaything for many, it was passed down between siblings and even generations. I like many girls in Africa as well, had several Barbie dolls that I played with my sisters.
Through a doll, girls could see possibilities in them. But they could likewise see limitations. Numerous scientific studies have been done over the years to support the science around dolls and children’s perceptions of beauty standards, self-image, and professional norms. Now as the Netflix Black Barbie documentary shows, there’s been much progress in the industry, and here are some of the actions that enabled that to happen at Mattel the Barbie parent company and that we can emulate in our DEIB efforts in organizations or teams;
Inclusive companies are 1.7 times more likely to be innovative. (Josh Bersin)
Inclusive companies get 2.3 times more cash flow per employee. (Josh Bersin)
Millennials are 83% more likely to be engaged at work at inclusive companies. (Deloitte)
To get the most out of this article, read Part 1 & 2 of the diversity blog series below.
So what does it take to make Diversity, Equity, Inclusion and Belonging (DEIB)a reality?
- An act of courage or rebellion sparks a revolution- Often as history has shown, it takes acts of courage to break the bias, speak out, and keep pushing for DEIB especially when you’re a minority group. In a white-dominated industry in the racially charged 40s, it took acts of courage from several women in the years to share their opinions and advocate for diverse dolls in the product line. A simple question from their first black designer during a design meeting at Mattel led them to try out black Barbies. This helps us acknowledge that DEIB efforts usually build upon each other. The success of the first black designer also enabled the hiring of more black employees in the firm. Hence this is not a one-off cause but rather a daily continuous effort to make the world a more diverse place for all. One success builds onto the next. But it all starts with one person standing up to question the status quo.
2. Made in my own image — The power of representation- In 1977, a black-owned doll firm approached Mattel to develop a doll with features they could relate to, such as curly hair or fuller lips. Studies show humans develop more self-esteem & image positivity when they SEE visual representations and role models that are like them. That it can shape perception, empathy and drive social change. Beyond race and color, barbies now come in all sizes and shapes and more importantly different professions that inspire young girls from age 2 to dream to be whatever they wish to be in the professional space. Dolls are also now being designed based on actual real role models in society eg the Michelle Obama doll and even those with physical disabilities & religious inclinations. Young girls went from being conditioned to just playing with kitchen items as wives to over 50 professions from lawyers, dancers, and even astronauts. The same changes are being made to male dolls as well. This has led to a significant impact on the next generation of professionals as we’re noticing. In the tech industry for instance, now, we’re seeing more women in tech roles because the numbers keep increasing. As I shared here about the future of work and raising diversity numbers in certain professions, it’s critical to reach the imagination of young minds from as early as toddlers to high school before certain negative misconceptions are reinforced.
You can only go as far as your mind allows you.- Ovoye
Marcus Tullius Cicero- "If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words."
3. The Boardroom Changes- It took a black-owned doll factory to prove to Mattel that there was a market for diverse dolls. In the subsequent decades, more changes came about because the firm chose to hire black designers and D&I agents who better understood the target customers. Many DEIB initiatives fail because we have a lack of representation for minority or disadvantaged groups within the rooms WHERE DECISIONS ARE BEING MADE. In Kenya for instance, we pushed for the 2 thirds gender rule for political representation because of the same issue. Currently, we’re also facing political protests spearheaded by Gen Z through social media who are calling for among other changes, the need for a multigenerational cabinet in the government because they feel younger leaders would understand their needs better. What is the DEIB rating for the key teams where decisions are made in your firm?
Only 23% of C-Suites are made up of women. (Women in the Workplace)
4. It’s Science-DEIB is backed by science and statistics. The Clark Doll Test in 1940 proved to the industry that there was psychological damage done to children based on what they were exposed to. This led to many changes in the country including increased funding for black schools. If you’re pushing for DEIB in your firm, try adopting a data-backed strategy that shows the numbers behind your idea.
5. You have to sell it- Many DEIB efforts die off because they don't get mainstream support, leadership backing, and media or marketing push. When DEIB is seen as an HR duty or something we have to do to look inclusive as opposed to a companywide mindset on inclusion, the audience can see this and the ideas die off quicker. Invest time, money & effort into DEIB, or put your money where your mouth is. Storytelling is a powerful change agent.
From getting people interested in diverse careers earlier on in life to empowering those in the board rooms to think & act differently regarding DEIB, to amplifying the impact of these initiatives, Black Barbie’s documentary shows the incredibly long journey of change and the impact of courageous individuals.
