01/18/2021
āIn Marketing, Intersectionality is an Unwarranted Burden to be a āDiversity dream Hire.āā
By: Craig Pratt, Gay Marketing Association, Co-Founder
In honor of the late Dr. Martin Luther King Jr and Black Lives Matter, let's celebrate MLK day by reading about my experience with intersectionality in Marketing-Communications. Specifically, what itās like as a marketing publicist who represents intersectionality, which means both a black and a q***r man.
Our role in corporate communications within an organization is as the āconscience of a corporation.ā As Marketing Touchpoints, we are its heart and soul. This puts us, publicists, in a unique situation to frame our organization as diverse. Using a frame of our own values, we amplify the work of our talented colleagues. In doing so, we shape business narratives that influence the industry. Whether responding to a crisis or gaining visibility for a product or marketing effort, we create, live and breath the ethos of a company while ensuring a āconsistency of voiceā in every customer-facing effort across an entire organization.
Iāve been fortunate enough to lead industry authority Marketing Communication teams across various industries in San Francisco, NYC, Los Angeles, and Seattle. However, with each position, Iāve somehow been the only black member of my business unit, and surprisingly still, the only āoutā gay one as well. As my career progressed, I rose the ranks to be the highest ranking gay and/or individual of color within a marketing structure, which unfortunately comes with a heavy responsibility to represent both people of color and LGBTQ folk. I never get a day off. I never get to only phone in because no one else shares my unique perspective. Thus if I donāt speak up, if Iām not among the most prepared in any workroom then no one is present to represent folks with intersectional identities. Consequently, I often overextend myself past my job descriptions to ensure that my organization isnāt perceived as naive on a particular social issue. Let alone isnāt an industry leader on each and every issue of inclusion, diversity, and equality.
Heavy is the head of an āaccidental activist.ā Similar to Dr. Martin Luther King Jr, sometimes Iād like to merely show up to work without having to wear on my black hat. Let alone wear on my gay fidora. However, this would require greater diversity within an organization. Intersectionality is a blessing and a curse. I have both benefited from and been burdened by a special diversity I bring to my marketing career. As if this werenāt enough, I recall on my first day at a new job being explicitly called a ādiversity dream hireā. While I feel blessed to have gained greater visibility due to being black and gay, Iām also unfairly saddled with gratuitious responsibilities merely to yield a ādiverse lensā for the totality of social responsibility. For instance, sometimes Iām thrown unrelated projects to check diversity quotas like being both a Person of Color and Gay. This makes me feel alone yet responsible. Compared to colleagues, it limits my bandwidth, and increases my rate of burnout. Unfortunately, Iām too often forced to decide between my own aspirations or being an unwarranted symbol of diversity.
Itās a paradox; to have worked so hard that my merits and talents speak for themselves, only to find myself often being asked for a take that only my sexuality and race can inform. While 80% of the time I appreciate being a trailblazer, it requires leading with and being defined by my identities. Too often this puts me in unnecessary conflict with some co-workers, as the fight for equality and a seat at the table are often fraught with tension. I will never not be the āgay blackā guy in every meeting, let alone how my fellow employees describe me as āgay black Craigā to one another.
I hope that allies, and all marketers glean from this post never to be afraid to speak up. In or out of the office, the best way to support intersectionality is to be a shoulder on which to unburden. Please remember that just because a POC is in the room doesnāt mean we represent the grand total of being black in America or even want to be the only perspective on issues of diversity. We are not a monolith. You may have experience, or may have had intimate relationships with POC, that can inform meaningful contributions and discussions. You might think that youāre avoiding conflict, or avoiding being offensive, but silence is most offensive. Even if itās solely to agree; speak out. And put some ābassā in your voice. As Martin Luther King, Jr. said in his letter from Birmingham Jail: āShallow understanding from people of goodwill is more frustrating than absolute misunderstanding from people of ill will. Lukewarm acceptance is much more bewildering than outright rejection."
Letās end this piece with one final excerpt from MLK, Jr.ās Birmingham letter:
__
āI had hoped that the white moderate would see this need. Perhaps I was too optimistic; perhaps I expected too much. I suppose I should have realized that few members of the oppressor race can understand the deep groans and passionate yearnings of the oppressed race, and still fewer have the vision to see that injustice must be rooted out by strong, persistent and determined action. I am thankful, however, that some of our white brothers in the South have grasped the meaning of this social revolution and committed themselves to it. They are still all too few in quantity, but they are big in quality.ā
__
Be big in quality, marketers. And be bold.
Meet Craig and the fam! Join us today:
G Marketing Association
