Brand Purpose, Belonging and Business Results Underscore J&J's D&I Strategy

JampampJ39s purposedriven mission remains constant Today the company continues to serve as a leader in diversity and inclusion leveraging its awardwinning DampampI strategies for both social impact and corporate performanceDonna Wilson head of DampampI multicultural marketing shared how JampampJ has effectively integrated multicultural strategies with brand imperatives to deliver impressive outcomes for global brands across JampampJ39s businesses She underscored how the DampampI mission was developed using a customercentric and datadriven approach by tapping into voiceofemployee insights using a global survey across 7000 JampampJ employeesWilson also shared results of JampampJ39s recently released study You Belong Diversity ampamp Inclusion Impact Review which captures the company39s commitment to its DampampI missionAdvance our culture of inclusion and innovationBuild a diverse workforce for the futureEnhance business performance and reputationThe connectivity and acceleration points across these areas are amp8220something our businesses have been asking foramp8221 Wilson said amp8220Our teams want to shape and share DampampI successes and see how culture and people drive resultsamp8221One example of how JampampJ fosters a culture of inclusion and innovation is its 12 Employee Resource Groups ERGs which empower the 20000 employees who participate to help each other build relationships reach their potential and share valuable customer insights The ERGs also serve as amp8220internal focus groupsamp8221 Wilson said allowing the company39s brand teams to capture user insights in an agile wayAnother is the company39s DampampI Honors Program which recognizes teams that not only advocate for DampampI but also use it to drive innovation and business results These winning teams have become role models at JampampJAdditionally more than 105000 JampampJ employees have received unconscious bias training which helps the company build a base for the successes showcased in programs such as DampampI Honors that link DampampI with business outcomesHere are five important ways JampampJ has strategically integrated DampampI into business strategies to drive performanceMessagedriven The HowWeFamily campaign for 60year old brand Tylenol exemplifies the power of diversity and inclusion in action Bringing together the company39s credo focusing first and foremost on customers employees and community drives financial returns Tylenol39s brand purpose and the reality of changing family demographics the program celebrates the beauty of diverse family situations and provides them a platform to be authentic without fear of judgment or rejection In just two months the program drove 12 billion earned media impressions and 8 million video viewsProductdriven Listerine39s rollout of green teaamp8211flavored mouthwash in Malaysia to address the cultural needs of local consumers during the busy holiday season reached 86 percent of the target audience and achieved three times the market penetration of its rivalInsightsdriven Generation NOW an internal initiative to futureproof the Johnson ampamp Johnson workforce gleaned insights from millennial moms on advertising concepts for JOHNSON39S Baby relaunch resulting in ads with higher quantitative testing scoresExecutiondriven JampampJ has infused a multicultural lens across key brands including Aveeno which capitalizes on tentpole moments such as the Hispanic Day Parade in New York to increase brand awareness and affinity in the Hispanic community Aveeno also successfully activated a crossplatform digital media and influencer campaign during the 25th ESSENCE Festival which is the largest celebration of African American beauty health entrepreneurship music and pop cultureTalentdriven There is a sense of urgency at JampampJ in addressing the fact that according to the US Census the US will be a multicultural majority nation by 2044 this means that African Americans Asian Americans and Hispanics together will comprise at least 50 percent of the population According to Wilson not addressing this growing multicultural community means amp8220leaving money on the tableamp8221 So she arms JampampJ39s divisions with robust metrics to make the business case for investment across marketing and talentJohnson ampamp Johnson39s multifaceted approach to DampampI provides a comprehensive blueprint of what success looks like The challenge for any company embracing DampampI is maintaining momentum so remember founder Robert Wood Johnson39s energizing words amp8220It39s a goamp8221 as he rallied and inspired his first fourteen employees amp8212 eight of which were women That inspiration remains alive and flourishing today as belonging purpose and representation continue to be fundamental to JampampJ39s corporate DNAClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Brand Purpose, Belonging and Business Results Underscore J&J's D&I Strategy

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Raquelle Zuzarte

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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Brand Purpose, Belonging and Business Results Underscore J&J's D&I Strategy

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