siliconindia | | April 20198DIVERSITY IS MORE THAN GENDER, IT IS THE MEANS TO AN END' TO ­ `FROM VALUING DIVERSITY TO EMBRACING INCLUSIONBy Subroto Geed, Executive Vice President & Chief Operating Officer (West), Diageo IndiaSubroto comes with over 19 years' Marketing & Commercial experience in Emerging Markets: a unique blend of FMCG and HealthcareB esides diversity of gender, the term encompasses mul-tiplicity of age groups, sexu-al orientation, religions, cul-tures, languages, lifestyles, beliefs and world views. We may be severely limiting the benefits of diversity by restricting our conver-sations only to gender and that too, primarily around a certain Day in the year. Whilst gender gap is the most obvious (and therefore perhaps the most compelling for discussion), it is important to drive conversations and actions 365 days a year and also con-tinue to work across the full spectrum of diversity. A Leadership Capability: For Now, and the FutureThe business case for diversity has long been established. The need to see diversity as a growth strategy for our businesses instead of just as a target number that is mindlessly (and sometimes, reluctantly) chased couldn't be more pressing. It assumes greater importance in light of the Millennial Takeover. India is home to over 400mn Millennials (those born after 1982). They make up ~ 33 percent of our populace and over 50 percent of our workforce. Millennials are already the chief wage earners in most Indian households, their income contributing to ~70 percent of India's total household income. That means, this cohort is not only the largest component of our workforce but also perhaps the largest driver/influencer of consumption in the country. This has far reaching implications for businesses ­ both as employers as well as marketers of goods and services.What are some of the motivations of millennials as a workforce and as consumers? Businesses and brands with a Purpose, Authenticity, Trans-parency an yes, you are reading it right ­ Diversity (in its wider avatar) &Inclusion. They are comfortable having uncomfortable conversations, challenge stereotypes and feel more strongly about their individuality. They seek a workplace where they can be their own selves without feeling they are being judged. These themes will also form the bedrock of cultur-al conversations that marketers and business will trigger to engage them as consumers. Embracing diversity and inclu-sion, with authenticity, is therefore not a choice for businesses anymore. It's a one-way street for riding into the future.IN MY OPINIONSubroto Geed
< Page 7 | Page 9 >