Why DEI Matters Now More Than Ever: A Call to Action for Agencies and Communications Departments

In a time of significant demographic and political shifts, diversity is not just a value — it’s a necessity. The most recent United States Census shows that nearly 40% of Americans identify with a race or ethnic group other than white, marking the first decade in U.S. history in which the white population has declined. Growth in Hispanic, Asian and multiracial populations drives much of this transformation, particularly among younger generations.

These changes, coupled with evolving political dynamics, underscore the need for businesses — especially public relations and communications agencies and departments— to embrace diversity, equity and inclusion (DEI). It’s the smart thing to do. Campaigns that elevate diverse voices foster trust and connection by making people feel seen and valued. Diverse teams, enriched by the perspectives of the audiences they aim to reach, spark innovation and create strategies that engage and deliver results.

At Falls & Co., we view DEI as both a moral imperative and a business advantage. By leading with inclusion, we celebrate diversity and focus on building meaningful, authentic bridges between brands and their audiences.

The Business Case for DEI

Why is diversity important? For PR and communications agencies, success depends on understanding varied perspectives and crafting messages that speak to diverse audiences. When agency teams reflect the world and communities we live in, the work is more insightful, inclusive and impactful.

Studies show diversity is good for the economy and that there are tangible business benefits of prioritizing DEI:

• Companies with diversity in leadership are 39% more likely to financially outperform their peers. 
• Organizations with robust DEI programs report a 20% higher rate of innovation.
• For every incremental improvement in DEI efforts, businesses experience a 13% increase in adaptability.

In an industry where storytelling and connection are paramount, these advantages translate into better campaigns, enhanced client satisfaction and stronger relationships with target audiences.

Our Journey: From Small Steps to Big Strides

At Falls & Co., we’ve long understood that the question isn’t whether DEI should be a priority — it’s how we can set the standard for measurable action and to give DEI meaning.

Our DEI journey began in 2020 with foundational work to increase our understanding of DEI, the launch of our internal committee and Groundwater Training from the Racial Equity Institute for all employees. In 2022, our DEI committee refined our charter and introduced new initiatives to foster a culture of respect, inclusion and belonging. For example, we empowered team members to display pronouns in their email signatures, signaling our commitment to creating an environment where everyone feels seen and respected.

In 2023, we took bold steps by embedding DEI into our organizational DNA. We added “Celebrate Diversity” as a core value, reinforcing our commitment to valuing diverse perspectives. Participation in the 4A’s Diversity in Agencies Survey Report offered valuable insights, helping us to shape our roadmap. This included workshops, reflection activities and a robust intranet resource, giving our team the tools to deepen their engagement with and understanding of DEI principles.

By 2024, we expanded our initiatives with the launch of our DEI Lunch Club, where team members come together to explore diverse cuisines and cultures, inspiring conversations that build bridges across lived experiences. These steps have not only enriched our workplace culture but also equipped us to deliver more inclusive and impactful work for our clients.

Looking Ahead: Even Greater Benefits of DEI in the Workplace

As we look to 2025 and beyond, our focus is on embedding DEI into every facet of our operations. From recruitment to client campaigns, we’re laying the foundation for long-term success. Research shows that organizations leading in DEI experience faster innovation cycles and outperform competitors — and we’re determined to be at the forefront.

One of our most exciting upcoming initiatives is the launch of a Diverse Partner Program. This program aims to foster relationships with minority-and women-owned business enterprises (M/WBE, DBE) and independent contractors from underrepresented groups. By bringing fresh perspectives into our work, we’ll improve client service while we support local, small businesses and enhance our competitiveness. This program will drive progress not just for our agency but for the broader marketing communications industry in Northeast Ohio.

We’re also collaborating with our Community Engagement Committee to ensure our philanthropic efforts — from charitable contributions to volunteer activities — reflect a commitment to inclusivity. By partnering with organizations that serve veterans, individuals with disabilities and underserved communities, we aim to make a meaningful impact where it’s needed most.

Why DEI Matters Now More Than Ever

The stakes have never been higher. At a time when many organizations are scaling back their DEI efforts, we are choosing to double down. This isn’t just a strategy; it’s essential for the future.

Prioritizing DEI allows us to:

• Drive Innovation: Diverse teams bring perspectives and unlock creative solutions no single viewpoint can offer.
• Enhance Brand Reputation: A genuine commitment to DEI strengthens your brand and attracts top-tier talent who want to work for organizations that align with their values.
• Build Stronger Client Relationships: Embracing diverse perspectives builds deeper connections, trust and loyalty.
• Create a Positive Social Impact: DEI is a pathway to creating a more equitable and inclusive world for all.

It’s worth emphasizing that the value of DEI extends far beyond agencies. Communications and marketing departments across all organizations — corporations, nonprofits or other sectors — can benefit from embedding these principles into their strategies. Whether the goal is to connect with diverse audiences, innovate in storytelling or build trust within communities, DEI provides a foundation for creating a lasting impact and driving success.

DEI is more than a trend or a set of checkboxes — it’s an ongoing commitment to meaningful change. At Falls & Co., we’re proud of our progress, but we know the journey is just beginning. By staying the course, we’re not just meeting today’s challenges — we’re setting the pace for what’s to come.

Now is the time for leadership. Now is the time to act.

Stay tuned for updates on our growth in this area and contact us today to explore how we can help you achieve your communication goals.