DEI Marketing Missteps

Marketing and media play a powerful role in shaping who is seen, heard and valued in society. Today, the American Marketing Association welcomed guest speaker Nikita Kimani, the coordinator for deliberative dialogue and community-centered engagement in Residential Life at the University of Maryland, who shared insights on diversity, equity, and inclusion.

Nikita Kimani

Kimani began by introducing herself on both a personal and professional level. Personally, she shared that she is a second-generation immigrant who grew up in a large family with seven siblings, raised in a household that practiced both Catholicism and Islam. Having lived in both Kenya and the United States, these experiences have profoundly shaped her identity and perspective.

Professionally, she holds a background in industrial and organizational psychology, with a focus on inclusive strategies, and brings nearly a decade of progressive experience in DEI work. Currently, she serves as the coordinator for deliberative dialogue and community-centered engagement, approaching her role with a mission of continuous improvement through a lens of diversity.

Kimani began with an explanation of restorative practices.

Restorative practice “is really understanding how communities function together through a lens of equity where everyone contributes to the community and learns from the community,” Kimani explained.

“A community does not exist without conflict.”

When it comes to applying these principles to inclusive environments, Kimani highlighted three key considerations for making a marketing environment as inclusive as possible: who, how, and for.

The "Who"

She began with the “who,” explaining that it operates on two levels: the individual and the interpersonal.

“We’re more likely to think of the things we’ve been most exposed to,” Kimani explained, starting at the individual level. She then shared a series of questions that individuals can ask themselves to foster greater awareness and inclusivity.

The interpersonal level, on the other hand, focuses on who you are actually collaborating with. “To create maximum equity and inclusion, we have to push a little further sometimes,” she said.

The "How"

Kimani then moved onto the “how”. “How are we actually engaging a diverse audience and in an inclusive way?” she asked. She explained that it’s not enough to simply invite people in, it’s how we interact, communicate, and create space matters just as much as who is present. There are different questions we can ask ourselves to ensure inclusive engagements:

• How are you releasing your project?

• How are you using multiple accessible formats for visual and audible accessibility?

• How are you portraying diverse groups in your final product?

  
  

“We all have different senses of identity, so [it is important to] understand what that means in terms of allies and advocacy,” Kimani explained. “It’s about how you meaningfully interact with the system.”

The "For"

Finally, she turned to the “for,” emphasizing the need to consider who the work ultimately serves and how the outcomes impact the communities involved. “When you are thinking about who you’re working towards, I want to think about how we are working towards working ‘for’ communities,” she said. 

When considering the “for,” Kimani highlighted several key areas: For communities, incorporate and collaborate to share stories and voices. For visuals, ensure you can see representation in meaningful ways. For identities, go beyond racial diversity, including body sizes, age, disabilities, religious diversity, gender expressions and more. For inclusion, practice regular reflection on your own biases and leaning into educating and exposing yourself. 

Kimani emphasized that diversity takes many forms, noting the importance of mindfulness and regular self-reflection. “If it's uncomfortable for you to name a group or experience, you likely have work to do,” she said. Kimani engaged AMA members by asking for examples of missteps they had observed and encouraging discussion on how these situations could be addressed effectively. Students pointed out examples from makeup brands, clothing companies, and the medical field, highlighting areas where inclusivity had fallen short or could be improved.

Before moving into the final activity, Kimani shared campus resources that students could access for guidance or support:

• Unity Center

• Equity Center

• Nyumburu

• Bias Incident Support Services

• International Student Support Services

• Office of Multi-Ethnic Education

• Thrive Center (first-gen, fostering terp success, financial wellness, more)

• University Career Center

• University Health Center

• Counseling Center

• Accessibility & Disability Services

• BSU/UMD Social Justice Alliance

• Belonging & Community Newsletter

• Academic College DEl services- BSOS, College of Education, ARHU, etc.

  
  

A huge thanks to Nikita Kimani for sharing her insights, expertise, and practical strategies on fostering diversity, equity, and inclusion!