January 7, 2025
January 7, 2025
Editor’s note: This interview is part of Mission North’s Communications Pathfinders series, an ongoing forum with communications leaders who are sharing their perspectives about adapting to a new reality.
In the wake of nationwide protests against systemic police brutality towards Black people, Elise Brown and Charity Mhende were quick to advise brands clamoring to issue Black Lives Matter statements to commit to a tangible strategy for change before speaking publicly on the issue. We spoke with the marketing leads at fintech venture capital firm Anthemis to discuss how companies — many of whom have considerable work to do — can live up to their BLM responses and authentically navigate communications challenges around diversity and inclusion for the long term.
Since the murder of George Floyd, countless brands have made statements of solidarity with Black Lives Matter. How can companies live up to those statements beyond that moment in the news cycle?
True diversity means representation of different genders, races, abilities, sexual orientations, backgrounds, and experiences — all of whom have a voice in the conversation. Companies should continue to look for ways to diversify their recruitment pipeline and ensure that diversity is at the forefront of the business so that the appropriate decisions are being made to impact the Black community. Commit to holding yourself accountable by defining key milestones and metrics in your annual plan.There are wonderful organizations that amplify diverse voices, such as, BLCK VC and Diversity VC who partner with companies that don’t know where to start.
Why is publicly articulating a company’s diversity metrics important?
Every year companies should hold themselves accountable and provide transparency not only publicly, but internally, especially if companies have made statements of solidarity with diverse communities. By collecting and analyzing data, tracking your objectives and comparing metrics to other companies in the industry you have the opportunity to shine a light on how you are moving the needle forward and if you should alter your strategy to continue to make an economic impact on society. Diversity metrics by and large show that we have a long way to go, but transformation within the venture and startup communities begins with vulnerability.
Diversity metrics by and large show that we have a long way to go, but transformation within the venture and startup communities begins with vulnerability.
Are there any brands or communications leaders you admire for how they have approached BLM and diversity and inclusion more broadly?
As a company, Nike has been on the frontlines since the beginning of the movement. They showed support to Colin Kaepernick when most brands wouldn’t and have continuously committed to pledging money to various organizations that fight racial inequality and promote social justice. The brand continues to have a demonstrable track record of standing up for social causes, from gender equality to disability rights.
Bozoma Saint John, Chief Marketing Officer of Netflix, is a true force to be reckoned with. She has always been her authentic self through her 20+ years running marketing at various high profile firms, such as Uber and Endeavor. She consistently speaks about the importance of authenticity and the new era of marketing. In a 2019 Forbes article, she shared, “Brands must get political because right now there is no safe space for us to sit and idly watch. If you’re on the sidelines, then you’re part of the problem.” By incorporating authenticity, she has been able to turn around brands and create a place for meaningful innovation to effect D&I and BLM more broadly. It also helps that she is a Black woman with perspective and a seat at the table.
What can VCs do to improve diversity at their own firms and across their investment portfolios?
VCs need to integrate DEI into their DNA. They can ensure that the decision to invest (or not) in new companies is informed by a founders’ strategy and policies. Integrate this approach into the due diligence process. For example, Anthemis will pass on investments when founders do not have thoughtful plans, policies and philosophies to support diversity.
Elise Brown leads product marketing for Anthemis, overseeing fund and content marketing strategies targeted to strategic investors.
Charity Mhende leads brand and communications for Anthemis and supports the growth and development of early stage startups around the world.
