Opinion – Maria Inês Dolci: Exclusion threatens prejudiced companies

Exclusion from business threatens companies that tolerate prejudice and discrimination. Just as many consumers have already learned to identify greenwashing (green make-up, that is, corporate sustainability only through lip service), we have also moved forward to repel the false commitment to diversity. In other words, companies that want to remain in the market will have to really change the way they deal with racial, gender and social class issues.

Discriminating a person in stores, malls, airports, bars, restaurants and hotels —or turning a blind eye when your team acts in this way—, puts any corporate citizenship action at risk. Therefore, what is required is that companies truly act in defense of a more egalitarian life.

More business initiatives focused on equity, diversity and inclusion, captured by research by organizational consultancy Korn Ferry, are rare good news in Brazil, in these difficult times. If 85% report having accelerated their efforts in this regard in the last 12 months, this indicates that the consumer is charging or is starting to demand such a stance from their suppliers.

But the fact that only 14% recognize that their efforts are effective proves what we see on a daily basis. There is still a long way to go, because many of the actions are superficial and isolated, such as celebrations on dates such as Women’s Day, while professionals suffer daily harassment and are barred from leading positions.

Companies must understand that remedying unacceptable prejudice – any kind of discrimination – costs much more in all respects, including in terms of reputation, than doing it right from the start. This occurs, for example, when a homeless person enters a store or mall, is ostensibly watched and receives intimidating words and looks. Or when a salesperson thinks that a particular customer will not be able to buy a more expensive product and treats this person badly.

Respect must be above any assumption. In consumer relations, everyone is a client as long as they do not infringe norms of social interaction. And even if they do, the reaction must be balanced, without resorting to violence. Working for the public requires even more patience and calm reactions.

Even warnings regarding inappropriate acts must be guided by courtesy. And this is a guideline that must come from the highest levels of an organization, so that it is very clear that that company does not tolerate disrespectful treatment towards employees, customers and suppliers.

It is also necessary to prepare and train service professionals to adjust to a more plural and flexible reality. If the guideline is more advanced in terms of citizenship and equality, we will have a truly more humane and egalitarian society.