Lauren Chibert explains why the industry shouldn’t settle at diverse casting alone.
Later this year I’ll be a bridesmaid in my best friend's wedding. She recently asked if I’d like to have my hair and makeup done alongside her. As an avid Real Housewives viewer, my immediate response was sheer excitement – a morning in the glam chair? Yes please. But the more I thought about it, the more I realised the Real Housewives dream mightn’t be my reality.
Will they know how to manage my afro-style hair? How do I know they’ll have foundation in a deep brown that suits my skintone? These photos will last a lifetime, and I’d prefer not to look like a grey, ashy, frizzy mess.
Unfortunately, this is an all too familiar experience for PoC in our industry. As a Producer myself, too many times have I spoken to PoC talent who bring their own hair and makeup tools to set, because they’ve learnt from experience they can’t trust the stylist to come equipped. Flex Mami, a prominent Australian-Ghanaian media personality, has openly said she does her own hair and makeup for most of her appearances, even for her TV hosting gigs.
And it’s not just for PoC. I’ve heard horror stories of brands casting talent who use a wheelchair, only to book a shoot location that’s not accessible. Same goes for talent who are gender diverse and forced to work on-set without a gender neutral bathroom.
Brands have realised the importance of diversity in their ads – they know consumers expect it, and they’re aware of the commercial value that diversity brings. Integral Ad Science ran a study with 500 Australian consumers to better understand attitudes towards D&I. They found that 75% believe it’s important for brands to support D&I, and almost half (47%) would be likely to switch from a brand that demonstrates poor D&I values, even if they have used that brand for a long time (Jun 1, 2023). Brands know that diversity in their campaigns is smart business.
However I can’t help but wonder, if we’re failing to foster inclusion across the entire creative process, are we really demonstrating diversity, or simply tokenism?
According to McKinsey, diversity refers to who is represented, and inclusion refers to the experience people have in the workplace (Aug 17, 2022). Or as Vernā Myers eloquently described in her TedTalk, “diversity is being invited to the party, inclusion is being asked to dance” (Dec 14, 2014).
It’s not fair for brands to profit off diverse talent, whilst said talent has an awful experience behind the scenes.
As a DEI practitioner with a background in agency production, I’m told I know a thing or two about the creative process. Here are my top three tips to bring inclusion, not just diversity, into your process.
Co-create with community
The lack of diversity in adland isn’t news, we know our industry can be painfully homogenous. So there’s a high chance your creative teams won’t represent the community they’re writing about. Engaging a cultural consultant or focus group is now standard practice to avoid misrepresenting a community. But what’s even more inclusive and impactful, is co-creating with that community in the first place. Too often we bring in consultation too late in the piece, when the money has been spent and the client has bought into an idea. We should get better at engaging community groups to co-create from the get go, to really appreciate how they want their stories told. Nothing about us, without us.
Ask about accessibility requirements before the shoot
As the Shoot Producer we always check for our crew’s dietary requirements to organise catering. Heck, some of us even note their coffee orders. And yet, it’s less common to ask specifically about accessibility requirements.
Everybody is different and there is no one-size-fits-all when it comes to accessibility. Asking crew and talent “is there anything I can organise that would help you bring your best on-set?” allows you to be prepared, rather than having tricky surprises on shoot day. And more than that? If people have their requirements met, you’ll have them delivering their best work.
Diversify your crew
There’s a lot on the line when it comes to shoots, like, a lot ($$$). So to mitigate risk, it’s easy to continue using your tried and tested crew you’ve used for years. But over time, this creates unfair competition for new and diverse creatives, and we end up where we started - with a homogenous industry seriously lacking diversity. When you’re planning your crew, remember that who you work with is as important as what you make.
In the midst of a busy production schedule, the thought of adding another layer to the plan, like DEI, can feel overwhelming. But it doesn’t need to be. I encourage you to use these three tips as a starting point, and then reflect on whether it felt different. Was there more energy on set? Did your campaign land better with the community it represented?
As with all things DEI, there is little to be lost, but so much to be gained.
And for the record, I’ve decided to give the wedding stylist a crack. Wish me luck.
About Lauren Chibert
Lauren Chibert is a Diversity, Equity, and Inclusion (DEI) Practitioner who’s obsessed with inclusive creative work and reality TV. With a background in agency production and client service, she brings a unique and deep understanding of the way agencies operate, commercial requirements, process flaws, and opportunities for improved DEI. Lauren combines her lived experience with her professional knowledge to create training and consultation that’s accessible for all audiences, including those new to DEI. Clients have commented on Lauren’s ability to create a safe and courageous space that enables teams to have real, productive discourse. She’s passionate about bringing DEI into a practical and relatable framework, often with the aid of pop culture references.
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