The effects of covid-19 and a discussion into women, racial equity and marketing.

01 March 2021

Dr. Derine McCrory, a member of The Global Academic Council

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Without question, the global pandemic has had a tumultuous impact on the world. However, there have been disproportionate effects on women, especially women of color. As the world anticipates the recovery from the mercilessness of the COVID-19 pandemic, we should not turn a blind eye to other ills plaguing our society which is gender, racial equity, and inclusion.

This year has produced evidence that many racial and ethnic minority groups have been adversely affected by COVID-19. Long-standing systemic racism, along with health and social inequities, has placed people from racial and ethnic minority groups at greater risk of getting sick and dying from COVID-19. The Center for Disease Control (CDC) states factors that contribute to increased risk are discrimination, housing, healthcare, education, income, wealth gaps and occupation.

According to the World Health Organization (WHO), there have been negative bearings on health outcomes through social determinants related to reverse gains in gender equity. As a result of COVID-19, women experienced: increased levels of violence, exploitation, economic and food insecurity, and a decrease in the use of sexual and reproductive health services. When gazing through a definitive lens, evidence supports that women of color are inexorably represented in industries experiencing the most significant job losses due to the pandemic. During these unprecedented times, many women of color were unemployed or underemployed at higher rates, with the misfortune of working on the front lines without the option of working from home in safety, no childcare, and limited resources during the pandemic.

Let’s take a deeper dive into the economic disparity this global health crisis has had on women of color.  Forbes contends that less than 1% of Fortune 500 CEOs are women of ethnic minority groups.  More specifically, black women are paid 62 cents for every dollar that a white man earns. At the bottom, low-income workers (predominantly women) constitute almost 70% of the workers in jobs that pay less than $10/hour, and Blacks and Latinas are overrepresented in those jobs.

Now, consider the marketing industry as it relates to women of color. The companies that focused on creating an inclusive and diverse workforce are rewarded with an increasing bottom line. However, significant improvements are needed to ensure total inclusion. For black marketers, especially women, the obstacles faced while navigating various brands, companies and agencies continue to be a challenging voyage.

Organisational leaders must place diversity, inclusion, and transformation as a priority within their corporate culture. There are direct correlations of profitability and return on investment in both the top and bottom line of companies with inclusive strategies and hiring practices. Hopefully, a post-COVID world will embody an environment where diversity, equity, inclusion, and cultural competence are evident across the landscape of all lived experiences where women, including women of color, are valued.


— Author Piece —-

Dr. Derine McCrory is a highly acclaimed scholar-practitioner, currently serving as a Marketing Professor at Mott College in Flint, Michigan, and Adjunct Professor at Lawrence Technological University in Southfield, Michigan, USA. Dr.Derine is an award-winning marketing communication professional with 20 years of professional marketing experience pioneering the execution of traditional and digital marketing campaigns, forming alliances in both industry and academia as well as conveying real-life experience into the classroom. It is an honour to have her form part of the Global Academic Council. She will play a vital role to ensure the rigour of the standardized assessment is upheld and the digital marketing certification carries significant weight in the industry.  Dr. McCrory’s years of research delineates strategies senior marketing executives initiate to achieve successful multicultural marketing campaigns. Her stance on equity, diversity, inclusion and women in marketing is illuminating and will provide great insight within the council, to truly ensure that The DMAT is the global standard assessment within the industry.


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