DDB Chicago’s Group Strategy Director Juie Shah shares her thoughts and strategies on how organizations can effectively prioritize and understand diverse talent as a way to make short-term and long-term investments.

The proactive steps include cultural alignment, creating empathy with the cultural identity, and authentic and sustained engagement. Juie shares: “Brands must more deeply understand the identities and rituals that make up subgroups within, prioritize specific groups through different efforts, forge meaningful connections to products and services and target them intentionally to drive consideration.”

This is an important, insightful piece as May kicks off AANHPI Heritage Month. Read more in Ad Age here.