full

The Whole Marketer Ep146 - DEI with guest Ali Hanan

Published on: 1st April, 2025

Episode #146. Today’s episode discusses the necessity of DEI and how as marketers we have a responsibility to reflect and shape the world around us – particularly as research* shows younger generations trust brands more than governments for being ethical and competent. 

Abby’s guest is Ali Hanan, founder and CEO of Creative Equals, an award winning organisation driving the new ROI - Return on Inclusion - for people, businesses and the planet. Ali set up Creative Equals after finding she was one of the few women in creative leadership through most of her 20 year career and the company works with clients such as PepsiCo, Reckitt, Abi InBev, H&M Group, McDonald's, Mars, Wrigley and more for inclusion-first marketing strategy and creative. 


In this episode, Ali shares her definition of DEI, the business case for DEI (supported by stats & facts), 5Rs for positive impact of DEI, navigating backlash and confronting unconscious biases and stereotypes. 


Plus her career highs and lows and advice for marketers of tomorrow. 


*Edelman Trust Barometer surveyed over 32,000 respondents in 28 countries. 

00:00:00 Welcome and Introduction Defining DEI 

00:04:25 Marketing as a Force for Good 

00:09:00 Representation in Advertising 

00:11:44 Inclusive Insights  

00:14:04 Navigating Backlash in Marketing  

00:19:12 Co-creation with Communities 

00:21:05 Understanding Personal Biases 

00:24:36 Identifying Bias in Teams  

00:27:23 Researching Campaign Ideas  

00:28:49 Benefits of Inclusive Marketing 

00:30:07 The Impact of Trust in Brands  

00:33:37 Career Highs and Lows  

00:35:15 Challenges Facing DEI Initiatives  

00:39:26 Advice for Future Marketers  


 

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Ali Hanan | LinkedIn

 

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

All Episodes Previous Episode

Listen for free

Show artwork for The Marketing Society podcast

About the Podcast

The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of our Marketing Society Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

Become a member
https://marketingsociety.com/join