Mondelēz appointment of global diversity and inclusion officer reflects commitment to corporate responsibility

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This year, global snack giant, Mondelēz, took a proactive approach towards its corporate social responsibility goals via its appointment of Robert Perkins as the company’s first global diversity and inclusion officer. The role has been designed to help ensure an inclusive global workforce going into the coming decade and is an important stepping stone towards meeting changing consumer demands for corporate social responsibility.

Mondelēz notes that Perkins will be at the forefront of driving diversity within the organization, including plans to double Black representation in its US management team by 2024. Brands are feeling growing pressure from consumers regarding their diversity and inclusion policies. Particularly in light of Covid-19, GlobalData’s latest figures note that 70% of global consumers feel they are influenced by the changing social, economic and demographic world around them. It is, therefore, vital for corporations to be responsive to these changing consumer preferences in order to remain relevant.

Highlighted from the resurgence of the Black Lives Matter civil rights movement, the appointment of Perkins comes as many global corporations are reassessing their recruitment policies in response to existing employment inequalities, including the confectionery and snacks industry. This is seen as PepsiCo is investing $845m to increase Black and Hispanic representation by 2025, including a plan to expand its black managerial population by 30%.

Mondelēz’s commitment to addressing opportunities to further racial equity and economic empowerment within its partnerships, advertisements and consumer-facing brands appears as a vote of sincerity. By appointing a paid position, Mondelēz is setting itself apart from other corporations who have been criticized for their diversity progress only being achieved through individuals in voluntary or unpaid positions. Consumers’ evolving lifestyles are now being reactively shaped by way of gradual social, economic, and demographic forces, so Mondelēz holding itself accountable for diversity progress may benefit the business overall as it improves brand transparency and trust.

As Mondelēz International has joined a series of international organizations aiming to increase the number of racially-diverse leaders on the boards of corporations and eradicate harmful stereotypes in media and advertising content, the corporation appears to be adopting a ‘humanized’ approach to business. Whilst the framing of many businesses around racial inclusion may be considered a tokenistic ‘trend’ fitting to recent events, consumer landscapes and preferences are evolving so businesses will be required to respond to such changing demands. Mondelēz appears to be deeply reframing its business towards diversity and inclusion across the board, so its focus on corporate social responsibility and transparency may result in creating two outcomes: closer connections between brand and consumer; and making a genuine difference in improving diversity and inclusion.

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