Ingrid Enriquez-Donissaint and Laurence Pasteels, two professionals in the creative and communications fields, want to make their contribution to building a more inclusive Canadian society. Meet two women determined to make a difference.
Laurence is over 50, a mother and immigrant whose atypical background has enabled her to build her identity and values. Ingrid, on the other hand, was born in Quebec, a Montrealer of Haitian heritage who grew up in a multicultural neighborhood where mutual aid was an important pillar.
They are the co-founders of Pre&ent, a project born of their experiences and observations: the field of communications and marketing lacks representativeness. We need to give more visibility to all those who have less.
How do they go about it? Provide organizations with a downloadable image bank representing diversity, as well as workshops to help the communications community develop its inclusive culture.
URelles: What is your vision of representativeness in Canadian society?
Laurence : Canada is a fertile breeding ground for diversity, but the links have yet to be forged. There’s still a lot of repair work to be done, with aboriginal peoples, newcomers and other communities. At the start of the project, we wanted to paint a fairer, broader picture of society. We wanted to show how different and rich it was in different parts of the country.
Ingrid : I see a lot of gaps in different areas, and it makes me wonder: why is the camera always pointing in the same direction? How can we make room for everyone by shifting the lens a little? There are so many people and communities (in the broadest sense) to discover, understand and tell. In an age of so many digital bridges, there’s a gap between what we see in real life, in the media and in advertising. The more we expose different points of view, the more we put forward a true image of Canadian society, and for me, that’s what representativeness is all about.
URelles : What prompted you to create Pre&ent? What needs does it meet?
Ingrid : Firstly, from a human point of view: it’s a real pleasure to listen to people talk about their experiences and points of view. It’s also about giving a voice to those we don’t usually hear from. Also, from a professional point of view: I once worked with a client who told me that her management was not yet ready to feature a black or mixed-race couple in its advertising campaigns. If this client had been equipped to develop a more inclusive vision, perhaps she would have proposed this idea to the management team rather than rejecting it from the outset.
The origin of this project stems from a desire to thwart reality, because we all have different visions and blinkers that limit us. For example, when a young woman or man doesn’t think they’re beautiful enough because of beauty diktats, but also because they don’t see themselves represented at all, it’s worrying. Representation helps people to find their feet and grow, and should be accessible to all.
Laurence : It was Ingrid who came to me with this magnificent project. I was moved, because I couldn’t see myself undertaking a project of this magnitude on my own. For me, it’s a chance to collaborate and pass on new tools to organizations. It’s an opportunity to see the world differently, a way of seeing society from another angle.
URelles : How do you support SMEs in developing inclusive communications?
Ingrid : Our aim is to pass on the tools and approach to companies wishing to rethink their marketing communications and creative processes. This requires commitment first and foremost from the management team, but ultimately from all spheres of the organization.
Through our bank of inclusive images, which can be purchased to order, we enable companies to make a strong gesture in favor of representativeness.
URelles : You also offer in-company workshops. Who are they for and what are their objectives?
Laurence : The workshops are aimed at communications, marketing, media and creative teams: creatives, strategists, marketers, consultants, producers – in short, those who prepare briefs. In short, those who prepare briefs. All those who are in a position to produce elements that represent their company and/or their products. The aim is to give them the tools they need to talk to customers and learn how to talk about inclusive communications.
We help them question their unconscious biases and the shortcuts our brains take.
URelles : Why do you think there is a lack of diversity in organizations?
Ingrid : I can start by saying: lack of time, misunderstanding of what’s in it for business, and the belief that it’s too complicated. The pandemic has brought companies face to face with their responsibilities.
Inclusion and representativeness are often seen as social causes only, yet we know that an organization increases its profit every time a woman is hired onto its team, for example. More and more companies are collecting data to track the economic impact of integrating more diversity.
URelles : What do corporate communications teams need to be more inclusive?
Laurence : Management’s determination to change things. This approach must be rooted in the company’s DNA. It has to be sincere, and not just a fad. What’s missing is a unified vision, not just in human resources, but also in communications, creation, production and so on. We also need to give ourselves the means to do so. So we need a budget, training and tools, and a long-term plan.
URelles : What advice would you like to pass on to SMEs about inclusive communications?
Ingrid : It takes courage! Trying to be more representative is a constant quest. Trying to reflect society is a life’s work. It means cultivating curiosity about others, on a daily basis. The conversation must not stop.
Laurence : You can’t be afraid to approach others, to ask questions, to say you don’t know.
URelles : Do you have any examples of companies that have developed initiatives to promote representativeness?
Ingrid : I like to talk about Sid Lee and Radio-Canada: Sid Lee has put in place a strategy where everyone can progress at their own pace in understanding what inclusion is. Radio-Canada has put in place some interesting initiatives. For example, offering under-represented employees coaching to foster their personal and professional development.
URelles : When is Pre&ent due for launch?
Ingrid et Laurence : By June 2023!
