Pass the pasta, hold the prejudice: how companies can stop upsetting minorities

Earlier this fall, Barilla made headlines for all the wrong reasons: its president said they’d never use a gay family in advertisements.

News outlets reported on planned boycotts, people flocked to social media expressing outrage and clever Photoshoppers edited the company’s trademark blue Barilla box to say, “Bigotoni,” a play on rigatoni.

Two months later the company is doing damage control by creating a diversity and inclusion board, hiring a chief diversity officer and participating in the Human Rights Campaign's Corporate Equality Index.

Too little, too late? I don’t think so. Consumers are forgiving and the company is making positive steps forward.

But, how many organizations have to ostracize consumer segments before they realize it pays to be nice — to everyone?

It’s 2013. Wise up.

Barilla’s effort to create a diversity and inclusion board is a smart move and it’s a tactic other companies should follow. Only, they should’ve created the board years ago, and before the current crisis.

The U.S. is an incredible country because of our wide-ranging diversity. Sometimes it’s hard for marketing teams and companies to understand the sensitivities of every minority group.

So how can you make sure you’re not upsetting consumers? Ask them. And use a little common sense.

Four years ago, Richmond Region Tourism, Richmond, Va.’s tourism arm, organized an LGBTQ advisory committee of community leaders, advocates and professionals for their help and opinions on reaching LGBTQ travelers. The committee met periodically throughout the year to provide ideas, vet ad campaigns and give feedback. 

Led by Richmond Region Tourism, the committee helped launch Pride Over Richmond, a tourism campaign that invited LGBTQ travelers to Richmond.

The LGBTQ advisory committee was setup on a volunteer basis. Participants joined because they cared about Richmond.

Companies should utilize a similar strategy when vetting marketing efforts and soliciting feedback from consumers. Perhaps you don’t have a gigantic marketing budget to survey consumer thoughts. That’s okay.

An LGBTQ advisory committee is just one example. The idea can be extended to other groups. 

Most of the time, consumers are very willing to give constructive feedback if you just ask. It doesn’t even take a penny for their thoughts — sometimes it only takes a meeting with pizza.

And perhaps your mother’s advice still rings true: just be nice.

*Cameron is a volunteer member of Richmond Region Tourism’s LGBTQ advisory committee.