Boston Consulting Group

DEI Messaging and Communications

Project Overview: BCG engaged our team to develop a fresh, authentic strategy for communicating about Diversity, Equity, and Inclusion (DEI) both internally and externally. The goal was to align BCG's DEI messaging with its consulting work and meet the evolving expectations of clients, employees, and prospective hires.

Objectives:

  1. Create an authentic and meaningful DEI communication strategy

  2. Position BCG as a thought leader in corporate DEI efforts

  3. Develop engaging content for target audiences (corporate executives, current and prospective employees)

Key Challenges

  1. Shifting away from the traditional "business case" for DEI

  2. Balancing authenticity with BCG's corporate image

  3. Addressing varied audience needs (executives, employees, prospects)

Solutions

  1. Focused on DEI as a moral imperative, not just a business strategy

  2. Positioned BCG to "lead through learning" rather than promoting its own initiatives

  3. Developed tailored content concepts for different audience segments

Scope

  1. Comprehensive research and analysis

  2. Core narrative and positioning strategy development

  3. Internal and external communications strategy creation

  4. Content concept development and executive approval process

  5. Messaging framework and guidelines creation

  6. Implementation and production planning for approved concepts

  7. Audience engagement strategy development

Methodology & Approach

    • Conducted interviews with internal BCG leaders

    • Examined DEI messaging from competitors and other corporations

    • Analyzed executive perceptions toward DEI

    • Reviewed reporting and commentary on corporate DEI efforts

    • Identified key themes from research

    • Developed core narrative focusing on human-centric approach to DEI

    • Created positioning strategy for BCG to "lead through learning"

    • Developed internal and external communications strategies

    • Identified target audiences and their needs

    • Matched BCG's strengths to gaps in DEI conversation

    • Created multiple content concepts for different audiences

    • Presented concepts to BCG's executive leadership team

    • Refined and finalized two approved concepts

    • Initiated production of approved content concepts

    • Developed implementation plan for new messaging strategy

Outcomes

  1. Approval of new DEI messaging strategy by BCG's executive leadership

  2. Two content concepts approved and in production:

    • "Whole self" concept for employees

    • Account leadership concept featuring executive discussions

Key Takeaways

  1. The importance of aligning DEI messaging with the brand’s actual consulting work

  2. The value of focusing on human impact rather than just business outcomes

  3. The need for authenticity and openness in DEI communications

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