Ensure that everyone’s voice is heard and considered

Professor Jonathan AJ Wilson, Director of International Business, and Professor of Brand Strategy & Culture, at Regent’s University London is an award-winning academic with two doctorates over 200 pieces of published material. He’s an acclaimed branding and communications strategist. In an exclusive interview, he speaks to Asian Voice about diversity and inclusion.
Where do you think we stand in terms of putting theories of inclusion into practice for ethnic minorities?
Without question, things are getting better - but we still have so much further to go where we can truly celebrate inclusion and equity.
To 'Be The Change', should Britons learn more about the British Raj and colonial rule in India to understand the dilemma of the minorities better?
Absolutely! It’s such a crucial part of British history. Also, we have to ensure that in doing so, those narratives are told from a number of perspectives and voices, and we don’t compress them, no matter how uncomfortable that may be - because we share a bloody past. Stories like the East India Company - where the trade of tea, monopolies, armies, war, slavery, and financial incentives to marry natives would make for some eye-opening reading. Sadly, the legacy and parallels of which could still be drawn today in places.
What must be done to diversify teams in UK board rooms?
On one level, the mathematical documentation and addressing of underrepresentation have to be both undertaken and addressed. Representation is about visible representation, along with experience. People who are qualified, certified and verified. People who have done the air-miles and been active in enforcing change for the full socioeconomic pyramid. We need to ask the question, do organisations practice what they preach? Also, we should be under any illusions that these people from underrepresented communities and the global majority do not exist. There are plenty of able and over-qualified professionals ready to take up the challenge - but not enough of them are given a chance or supported.
What role does digital culture play in building perception and manufacturing consent about diversity and inclusion?
Digital culture gives us opportunities to produce rich content with frequency in a cost-effective way, bringing in more intergenerational cross-border communication - in real-time, all of the time. Importantly, it also offers a long-tail socioeconomic trail where we can track and document progress. And crucially, we can see who comes out just for religious and cultural milestones in the calendar with an advertising post but does little else in terms of recruiting and retaining representative staff.
How can brands leverage growth by giving more opportunities to ethnic minorities?
I teach students and professionals that strong brands tell a story, paint a picture and make a promise – and their reputations are built upon a continuous fulfilment of those promises. If you can’t do those things, then you run the risk of being called out - but in most instances, people disengage and remain silent. In each of those scenarios, you lose audiences and money – and it costs a lot more and takes a lot more time to win trust back. To avoid these, make sure you have a diversity of experience and opinions. Then, when you do, ensure that everyone’s voice is heard and considered. This is not as easy as you think. We’ve all been the minority who never gets to make their real, honest, and insightful point, or is afraid of losing their job if they do.