CMO Momentum: How unconscious bias and stereotyping is costing marketers money and customers

Dr Jennifer Whelan speaks at CMO Momentum


So, how can we think more inclusively, both within an organisation, and also to better represent a brand? Whelan stressed the heart, head, and habits idea.

“Heart is about getting a better understanding of the lived experience of someone who is different to you. It’s a broadening of perspective for a culture of inclusion in the organisation, but also for a richer, more in-depth view your customers.

“Head is really a set of critical thinking tools and skills to help de-bias our decision making. Tools like using a devil’s advocate, consulting dissenters, and hypothesis testing are very important.

“Habits are behavioural nudges or an elbow in the ribs. We know we are much more likely to be successful in forming a new habit if we break it down into smaller things you do a lot. Repetition is the key to habit change. So, small tweaks to things you do every day to create an inclusive environment.”

Of course, Whelan said the biggest challenge when it comes to creating an inclusive culture is time, and a lack of time prevents organisation from doing inclusion properly.

“The irony is, you are much more likely to be in unconscious autopilot mode when you are under time pressure. And stress also leaves you at the mercy of the unconscious brain. There’s never a time when you have all the time in the world do to this. But we can priorities inclusiveness, make small wins, stop doing things a certain way, and think about the compelling case of why we should do it, which is it’s better for the bottom line, and better for your organisation and customers.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Sign in