All Things Insights Blog
One Way To Insights ROI
Seth Adler w/ Gabriel Gontijo | 28 September 2022
The Takeaway ➔
Discussion w/ Gabriel Gontijo
“It’s not only a ‘feel good’ thing anymore. It is actually something that is reflected in profits.” DEI is a business issue. Once nice to have, the concept of diversity, equity and inclusion has moved to a competitive advantage and on to a necessity for organizations to stay relevant to consumers. Meta’s Head of Client Insights, Gabriel Gontijo sat down at Media Insights & Engagement to talk about the changes in how diversity is approached, and how the digital world is rapidly melding with our perception of the IRL.
He discusses how we “see our companies having different actions that are bringing diversity and inclusion both internally in the company, but also externally.” And customer research is proving how much value there is in diversity.
But focus on and strategy around DEI only goes as far as the quality of data. “If you are working with data that is not accurate you basically build the wrong strategy for your business.” And once data quality is accomplished along with a cogent strategy, the next focus must be on the ethics of how data is used.
“It’s amazing to have access to a lot of data and at the same time, it’s a lot of responsibility as well. Especially when we are talking about people and how we are going to leverage that data.”
Five key takeaways from Gabriel:
There has been a shift in the approach to diversity.
Myriad and distinct players are emerging in the media landscape.
User's engagement with a brand has become a lot more immersive.
The concept of digital is becoming a lot more fluid.
It is not a digital world vs. real world. It’s just life.
From the summer of 2020 to the present, “something shifted a lot of the way that people are thinking and approaching diversity.” Content and media consumption is starkly different. The data is showing that “there are a lot of different players in the media landscape…We are seeing that this is reflecting on the way that people are consuming content.”
User's engagement with a brand has become a lot more immersive. That user wants to know what the brand is doing and what the brand represents, “audiences are very different and will consume it in a different way.”
Gontijo sees changes as being very fluid. Ten years ago we wouldn’t have imagined that our phones could be used as our day-to-day computer. “It’s so fluid, it wasn’t a shock, it was an evolution.” It’s something that is natural. It’s not going to be digital and real world. “It’s just life.”