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Reinventing the laser diode: free public lecture by Professor Richard Hogg
Professor Richard Hogg joined Aston University in spring 2023 His inaugural lecture is about laser diodes, the tiny components that are a vital part of everyday life The free event will take place on Tuesday 28 November. The latest inaugural lecture at Aston University will explore the laser diode and what’s in store for it in the future. Professor Richard Hogg will explain how his future research might make laser diodes do some of the things that they currently can’t do. The laser diode turned 61 years old this month and the tiny components are a critical part of everyday life. Professor Hogg said: “They are now at the heart of the continuous transformation of society. “They transmit data to allow instantaneous, ubiquitous communication and data access. “They allow light to be used for cutting and welding, for sensing and imaging, for displays and illumination, and data storage. “And in the guise of a laser pointer they can even be used to entertain your cat!” He will discuss different classes of laser diode and their operation and applications. Professor Hogg joined Aston University in spring 2023 and is based at Aston Institute of Photonic Technologies (AIPT). It is one of the world’s leading photonics research centres and its scientific achievements range from medical lasers and bio-sensing for healthcare, to the high-speed optical communications technology that underpins the internet and the digital economy. The professor is also chief technology officer at III-V Epi, which provides compound semiconductor wafer foundry services. The free event will take place on the University campus at Conference Aston, on Tuesday 28 November from 6pm to 8pm and will be followed by a drinks reception. It can also be viewed online. To sign up for a place in person visit https://www.eventbrite.co.uk/e/717822585677?aff=oddtdtcreator To sign up for a place online visit https://www.eventbrite.co.uk/e/717824260687?aff=oddtdtcreator
President Joe Biden is set to meet Chinese president Xi Jinping during this week’s APEC Summit in California, marking the first in-person communication between the two leaders since they spoke in Bali almost exactly a year ago. While this meeting is not expected to produce notable changes to the United States’ policy toward China, or new initiatives between the countries, the hope is that it will at least keep the doors cracked on such conversations moving forward. “The purpose of this summit—for both the U.S. and China—is to show that each country is willing to talk to the other,” said Preston Jordan Lim, an assistant professor of international law at Villanova University and expert in Chinese foreign policy. “The fact that both leaders are willing to meet face to face and restart their conversation could well lead to more regularized bilateral communication and, down the road, to some small, bite-sized agreements.” However, that does not mean the upcoming meeting – and the careful language from both countries during the leadup – are just for show. Lim says that it is very likely the two heads of state will discuss “topics of real concern,” noting that President Biden indicated following their talk in November 2022 that they had “been very blunt with one another.” There is even more at stake now. Tensions have been soaring over the last 12 months between the U.S. and China, figuratively and literally. The incident with the Chinese balloon flying over the U.S, along with aggressive maneuvers from Chinese fighter jets near American military planes have earned harsh condemnation from U.S. officials. Separately, China believes the U.S. is trying to “economically cripple” them through a “mix of measures,” according to Lim. Those are not the only factors fueling tensions. “The U.S. continues to express significant concerns about aggressive Chinese actions in the South China Sea,” Lim said. “U.S. officials also continue to criticize China’s ongoing genocide of the Uyghur people. “On top of that, the geopolitical situation is even more tempestuous than it was in November 2022. In addition to the Russia-Ukraine war, both countries are now dealing with the effects of the Israel-Hamas War.” These are all topics Lim thinks could be discussed this week, in a meeting he says President Xi has more incentive to go through with than President Biden. “The Chinese economy entered a prolonged economic slowdown in April and there is mounting domestic dissatisfaction with how the Party-state has handled the economy,” Lim explained. “Xi has, on several recent occasions, indicated that the two countries should cooperate more closely. After Governor of California Gavin Newsom’s recent meeting with Xi, the Chinese Ministry of Foreign Affairs emphasized that China’s U.S. policy ‘remains one of mutual respect, peaceful coexistence and win-win cooperation.’ “Clearly, Xi and the Chinese government want to give off the impression that they are willing to have cooperative conversations with the U.S. government, even if they are unlikely to respond in good faith to U.S. concerns.” That unlikeliness to respond in good faith underscores the true nature of the meeting between the two powers, despite the largely positive messaging from both parties in advance. Does simply meeting at the table mean they will break bread? “U.S.-China relations are at a nadir right now and may well decline further, even if Xi and Biden meet,” Lim said. “There are serious roadblocks standing in the way of more harmonious bilateral relations, even though cooperation between the two countries has never been so necessary. It remains to be seen whether the U.S. and China will be able to work together on areas of mutual concern given the many stressors in the relationship.”
“Three-Dimensional” Warfare Adds to Uniqueness, and Danger, of an Israeli Offensive in Gaza
In the weeks following the attacks perpetrated by Hamas in Israel, all signs indicate that the Israeli Defense Forces (IDF) are planning a ground offensive within the Gaza Strip. An incursion into the strip, where Hamas is headquartered, would be distinct by nature; Israel has engaged within Gaza only a handful of times since 2005, when it dismantled its own settlements there. But according to Frank Galgano, PhD, an associate professor of geography and the environment at Villanova University and an expert in military geography, any ground offensive in Gaza would be unique—and dangerous—given the geography of the territory. “It's not a traditional geography of a conflict,” Dr. Galgano said. “Gaza is basically the size of Philadelphia. When you go into it, you’re fighting in a city, or a densely populated urbanized area, and it becomes three-dimensional warfare.” By “three-dimensional,” Dr. Galgano is referencing the ability of Hamas combatants to engage by ground, from high up inside or on top of buildings and from below, using the vast network of tunnels Hamas has constructed throughout Gaza. These dimensions complicate planning and add to the danger for Israeli soldiers. Conversely, they provide a serious advantage to Hamas militants. “It's also a very confined area,” he said. “It's so densely populated and heavily urbanized. That's the operational environment… With all operations in urban environments, you’re dealing with cultural features, too. In Gaza, you’ve got mosques, schools, museums; you have civilian population integrated into the battlefield. That makes things very difficult. Hamas will take advantage of that urban geography.” That population density, which is among the highest in the world with more than 2.2 million people on 140 square miles of land, significantly impacts the strategy and abilities of Israeli ground forces. Galgano contrasted it with other operational environments, such as the Palestinian-controlled West Bank. “There are movement corridors, ridges, valleys, avenues of approach and communication—all this stuff that makes sense from moving units around the battlefield,” Dr. Galgano said. “It is not the same in Gaza. It’s highly condensed in that vein.” There are other unique factors at play, too. Hamas reportedly has nearly 200 hostages from their October 7 attack. Dr. Galgano believes they are being strategically held throughout Gaza. “[these hostages are] probably in subterranean areas and bunkers well underground,” he said. “That, or they will put them in their headquarters [as a deterrent to Israeli strikes]. Israel probably knows exactly where some of these hostages are, [but] what do they do?” Dr. Galgano also considers the battle inexperience of IDF reservists as well. The IDF are “very well trained,” he said, and have many professional standing units, but in an offensive like this, “they need manpower and that’s going to be their reservists. “In 1967, 1973 and 1983, when Israel called up their reservists, [many] were war veterans already. Now, it’s different. They haven’t fought a ‘big’ war since 1983, so there is an inexperience level at play too.” Ultimately, Galgano thinks that if the IDF enter Gaza, they are going to “go up the middle and split the Gaza Strip in half… They are going to take out Hamas infrastructure in [Gaza City and Khan Younis], their two centers of gravity.” He thinks they will be able to do so, barring something unforeseen, “fairly easily.”
Jacqueline Ortiz Honored for Increasing Patient Access to Interpreter Services
Fifty-eight years ago, a young man from Argentina wound up in surgery at a California hospital after stomach pains turned out to be peritonitis, a potentially life-threatening inflammation of the membrane lining the abdominal wall. He was discharged to his wife’s care, with one problem — neither the man nor his wife had any idea how to care for the open wound in his abdomen. Jacqueline Ortiz The couple did not understand the lengthy instructions delivered in English, and there was no interpreter to explain to them in their native Spanish what to expect. So, when the man tried to take a bath and discovered the gauze was stuck to his wound, he didn’t know what to do. Fear and uncertainty compounded an already stressful time. Jacqueline Ortiz wasn’t yet born when her father’s health care emergency took place, but growing up she heard the story over and over. It was more than family lore for Ortiz — it was a lesson. Ortiz said she wanted her mother, pictured with her at the DVTA event, to see the growing number of people working as interpreters to ensure people get the information they need in the language they understand. Ortiz, now the vice president for Health Equity and Cultural Competence at ChristianaCare, saw firsthand how the experience left her parents terrified of the medical environment. Removing barriers to good health Years later, Ortiz is a leader in advocating for patients to have access to qualified, culturally responsive medical interpreting services to remove communication barriers with providers and ensure the best possible care and outcomes. “Language access is what fills my heart and soul,” Ortiz said. Her pioneering efforts and enthusiasm for promoting the use of trained interpreters in health care earned Ortiz the inaugural Making an Impact Award from the Delaware Valley Translators Association (DVTA) during an event Sept. 9 at Widener University. In her role at ChristianaCare, she builds the organization’s capacity to reduce the incidence of disease and improve health outcomes, advance equitable health care services, and reduce health disparities for identified conditions and target populations through culturally competent care, including providing health care in patients’ native languages. She has over 20 years of experience researching, teaching and working in cultural competence and health equity, social networks, and economic sociology. “Language access is what fills my heart and soul,” Ortiz said. A vision for serving everyone Eliane Sfeir-Markus, CHI, president of the DVTA, said the award recognizes the efforts of those working to make interpreting and translation more available to people with limited English proficiency, and those who are deaf or hard of hearing. Ortiz’s pioneering work to expand language services for patients and implement comprehensive cultural competence training at ChristianaCare have set a standard for caring for patients in their native languages. “Jaki’s vision for a health care system that truly serves everyone, regardless of their cultural or linguistic background, is inspiring,” Sfeir-Markus said. “We as patients deserve someone who knows our culture to take care of us.” ChristianaCare has more than 20 health care interpreters and over 100 caregivers who have undergone additional training to provide interpreting services when needed. ChristianaCare has more than 20 health care interpreters — who wear eggplant-colored uniforms — and over 100 bilingual caregivers who have undergone special training to serve as interpreters in some settings. “Jaki is a well-known name in the field of interpreting and translation because she has advocated for education and professionalization of interpreters in health care,” said Claudia Reyes-Hull, MArch, CMI, CHI, manager of Cultural and Linguistic Programs at ChristianaCare. “Thanks to her advocacy, more health care systems are recognizing the need to have trained interpreters for their patients.” In accepting the award, Ortiz said interpreters play a critical role in health care by making it possible for patients — and their families — to take an active role in their own care and decrease the anxiety over visiting a health care provider. She credited the success of ChristianaCare’s interpreting and translations services and its continued growth to the collaborative spirit and camaraderie among its team of caregivers, particularly Reyes-Hull. Ortiz said her family’s personal experience with a lack of interpreting services during a hospital stay made them anxious about health care for years. “Probably all of us in this room have walked into a courtroom or a lawyer’s office or a hospital room or a clinic and introduced ourselves and seen that immediate response and relaxation in the person we were speaking with,” Ortiz said to the translators at the DVTA event. “You make those interactions within our legal, educational and health care systems so much better.”
#Expert Insight: Let’s Talk About Maternal and Postpartum Health
With increased maternal mortality rates in the news, and births involving inductions and c- sections on the rise despite their risks, Elizabeth Johnson-Young asks: 'What communication choices and strategies do women use after a negative birth experience?' Many women define certain aspects of childbirth as traumatic – from a mother or child’s life being put at risk to a host of less serious circumstances that can cause an unfavorable natal experience – and that can pose a threat to mental health. Who will they trust next when it comes to their maternal healthcare and their future decisions regarding birth? Johnson-Young’s project, “Birth, Trauma, and Communicating Maternal Health,” uses in-depth interviews of women who define their birth experience as difficult or traumatic. It focuses on choices and perceptions, and discusses the potential outcomes of listening, language and support. This is an important topic for health care providers, families and mothers and if you are looking to know more - then let us help. Dr. Elizabeth Johnson-Young is a published expert on health communication, especially maternal and family health. She is ready to help if you are looking to cover this topic - simply click on her icon now to arrange an interview today.
Fort Stewart, Georgia Southern University, sign agreement to offer graduate courses on base
Representatives from Georgia Southern University and Fort Stewart signed an official memorandum of understanding Monday morning that clears the way for Georgia Southern to offer a slate of in-demand graduate courses this fall on base. Col. Manuel F. Ramirez, garrison commander at Fort Stewart and Hunter Army Airfield, and Kyle Marrero, president of Georgia Southern University, signed the agreement in front of officials from both organizations and the University’s live bald eagle mascot, Freedom, at Fort Stewart’s SFC Paul R. Smith Army Education Center. With the agreement, Georgia Southern will offer the following degree programs at the Fort Stewart education center: Master of Business Administration Master of Health Administration Master of Science in Information Technology Master of Arts in Professional Communication and Leadership Professional Communication and Leadership – Graduate Certificate Cybercrime – Graduate Certificate “This is truly a collaboration that will provide incredible opportunities and possibilities for our soldiers and our family members here on the installation,” Ramirez said. “Here at Fort Stewart, we’ve always believed in investing in our most precious asset, which is our people. And today, this partnership is a shining testament to that belief. By adding Georgia Southern to our stable of schools here at the Education Center, we’re opening doors to advanced education, professional development, and then a brighter future for all of our soldiers and their family members and all those people who call Fort Stewart home.” This partnership allows soldiers and their families to advance their career prospects by equipping them with the knowledge and skills and preparing them for increased responsibility in the Army and afterward, he said. Marrero said the courses that will be offered are being configured to allow Soldiers and their families to pursue higher education without disrupting their duties or relocating, allowing them to strike a healthier work-life balance while investing in their personal growth. Marrero thanked the teams behind the agreement and noted that the courses will be flexible and compressed to meet the unique needs of military-connected students. Marrero said this partnership between Fort Stewart and Georgia Southern University creates valuable educational opportunities for soldiers and their families by offering accessible and high-quality master’s degree programs on-site. It’s also the latest example of the University’s commitment to the military, which has led to Georgia Southern being named a “Military-Friendly” school for six years in a row and a “Gold School” for 2023-2024 by Viqtory Media, publisher of G.I. Jobs, STEM Jobs and Military Spouse magazines. “We have had a rich history of partnerships here,” Marrero said. “For us, this is a beginning and a continuation of the belief in the transformational power of education. We are proud and excited to be your partner. Thank you so much for this opportunity.” To learn more about the courses being offered at Fort Stewart and Hunter Army Airfield, visit think link below: If you are interested in knowing more about this partnership or would like to speak with Kyle Marrero, president of Georgia Southern University, simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
ChristianaCare expands Health Literacy Partnership through Support from Highmark Health
ChristianaCare has received an $80,000 grant from Highmark Blue Cross Blue Shield (BCBS) Delaware to support the Health Literacy Council of Delaware. Funded through Highmark’s BluePrints for the Community grant program, the money will be used to fund education and awareness for clinicians and other caregivers on best practices in making health care information much easier for patients to understand. “Health literacy is essential to good health,” said Greg O’Neill, MSN, APRN, AGCNS-BC, director of Patient & Family Health Education at ChristianaCare. “Personal health literacy is the degree to which individuals are able to find, understand and use information and services to inform their health-related decisions and actions. At ChristianaCare we are committed to communicating with our patients in ways that enable them to understand so that they can make informed decisions and achieve their best health. “We are deeply grateful that Highmark Health Options shares our commitment to health literacy. Their generous grant will enable us to support our caregivers in their efforts to deliver clear, consistent communication to every patient in every interaction, improving their lives.” In addition to work within health care in Delaware through the Health Literacy Council, the grant also will be used by ChristianaCare to provide education in the community to support increased health literacy and enable people to make informed, healthy choices. Housed by the Delaware Community Foundation, Highmark’s BluePrints for the Community has contributed over $35 million to the community since its inception in 2007. It was established to increase access to care and reduce health care disparities in Delaware. In addition to ChristianaCare, the Health Literacy Council of Delaware is supported by the Delaware Division of Public Health and the University of Delaware’s Partnership for Healthy Communities. “Highmark Blue Cross Blue Shield Delaware and Highmark Health Options are actively engaged with statewide literacy improvement efforts and are pleased to support the Health Literacy Council of Delaware,” said Nick Moriello, president of Highmark Blue Cross Blue Shield Delaware. “By ensuring Delawareans have the tools and resources they need to understand their health information, while simultaneously making inclusive accommodations as health care organizations, we can promote better health decisions and ultimately improve health outcomes.”
Artificial intelligence has been hogging headlines around the world in recent months. In late March 2023, an unprecedented coalition of tech CEOs signed an open letter calling for a moratorium on AI training. The race to empower powerful artificial minds should be paused, argued signatories (including Elon Musk) to give humanity time to review and reassess the potential risks of developing “human-competitive intelligence”–intelligence that “no one–not even their creators–can understand, predict, or reliably control.” Concerns about the unchecked rise of AI are not new, and global media is increasingly sounding the alarm, citing concerns that range from invasion of privacy to an existential threat to human existence. Weighing in on this with compelling new evidence around the “unintended consequences” of AI is research by Goizueta’s Ramnath Chellappa and Information Systems PhD candidate, Jonathan Gomez Martinez. Uncovering the Threat Their paper, Content Moderation and AI: Impact on Minority Communities, takes a hard look at how the use of AI in social media could disadvantage LGBTQ+ users. And what they find is worrying. Chellappa, who is Goizueta Foundation Term Professor of Information Systems & Operations Management, explains that he and Gomez Martinez homed in on Twitter to explore how unchecked artificial language moderation might (mistakenly) censor the use of “otherwise toxic” language by failing to understand the context or nuanced use of the LGBTQ+ lexicon. Examples of this include “reclaimed language”—verbiage that would be a slur in other contexts—but is reclaimed and prosocial if used by the originally targeted community. Their paper, Content Moderation and AI: Impact on Minority Communities, takes a hard look at how the use of AI in social media could disadvantage LGBTQ+ users. And what they find is worrying. Chellappa, who is Goizueta Foundation Term Professor of Information Systems & Operations Management, explains that he and Gomez Martinez homed in on Twitter to explore how unchecked artificial language moderation might (mistakenly) censor the use of “otherwise toxic” language by failing to understand the context or nuanced use of the LGBTQ+ lexicon. Examples of this include “reclaimed language”—verbiage that would be a slur in other contexts—but is reclaimed and prosocial if used by the originally targeted community. “This is a community that has ‘reclaimed’ certain words and expressions that might be considered offensive in other contexts. Terms like ‘queer’ are used within the community both in jest and as a marker of identity and belonging. But if used by those outside the community, this kind of language could be deemed inflammatory or offensive.” Gomez Martinez adds: “We wanted to measure the extent to which AI’s lack of a nuanced understanding of what is ‘acceptable’ affects minority users’ online interactions. As humans, we understand that marginalized communities have long used ‘reclaimed words’ both in jest and as a kind of rallying cry. Our intuition was that the machine simply wouldn’t understand this without context—context that is more immediately apparent to people.” Determining the Impact of AI-Based Moderation To test this, he and Chellappa looked at data from social media behemoth, Twitter. During the pandemic in 2020, the platform made a significant shift to AI-based content moderation to accommodate stay-at-home measures. Data from Twitter’s proprietary Academic Research API afforded Gomez Martinez and Chellappa access to a complete listing of historical tweets and replies before, during and after this period. Together they analyzed a total of 3.8 million interactions (1.8 million tweets and 2.0 million replies) from a panel of 2,751 users, of which 1,224 self-identified as LGBTQ+ in their Twitter bios. Their study ran over four months, from January to May 2020, before, during and after the switch to machine-based moderation. Using the same tools that Twitter moderators deploy to moderate interactions, Gomez Martinez and Chellappa were able to measure any increase or decrease in pro-social, in-group teasing and toxic language among LGBTQ+ users: terms such as “bitch” or “queer,” which research shows to be a form of ritualized insults—dubbed “reading” by the community—which can appear inappropriate or incoherent to outsiders, says Chellappa. “Analyzing the language, we find a notable reduction in the use of terms that could be considered toxic. When the AI moderation is in effect, you see these users’ language become more vanilla,” he adds. Quantifiably so, in fact. Chellappa and Martinez find a 27 percent reduction in the use of reclaimed language among LGBTQ+ users. And while that doesn’t sound like much, it’s significant for the community, says Gomez Martinez. Using in-language and reading each other is one way for this marginalized group to create a sense of community and social status. Not just that, we know from research that LGBTQ+ people use slurs and insults as a way of preparing themselves emotionally and psychologically for hostile interaction with heterosexual individuals. This kind of teasing and playing helps build resilience, so any reduction in it is significant.” Jonathan Gomez Martinez Good Intentions May Breed Unexpected Consequences So what does this mean for social media, for the LGBTQ+ community or any marginalized group for that matter, that might be prone to automated censorship? And how does any of this play out in the context of broader concerns around AI? For Chellappa and Gomez Martinez, there is a major hazard in granting technology any degree of control over how human beings interact. And it’s rooted in the mismatch between good intentions and unexpected consequences. Their paper, one of the first to dig into the impact of AI on actual business and society, lays bare some of the real-world impact AI has already had on marginalized people. While this study looks at the LGBTQ+ community, it could equally apply to any group that is prone to bias or exclusion—racial minorities or any other underrepresented demographic. “Wherever you have user-generated content, you are likely to find communities with their own, unique way of interacting. We looked at LGBTQ+ Twitter users, but you could also look at the African American community, for instance.” Ramnath K. Chellapa At a time when social media platforms have become almost newslike in their influence, this is a concern. On the one hand, censoring certain demographics might earn Twitter et al an unwanted reputation for being anti-LGBTQ+ or racist, he adds. But there are even bigger stakes here than bad publicity. “Twitter has long aspired to be a kind of global town square,” says Gomez Martinez. “But you end up pretty far from that scenario if only some voices are truly heard, or if you start reinforcing biases because you are using a time-saving technology that is not equipped yet to understand the complexity and nuance of human interaction.” AI isn’t there yet, say Chellappa and Gomez Martinez. And they caution against using AI indiscriminately to expedite or streamline processes that impact human communication and interchange. If we don’t keep track of it, their research shows that AI has the potential to start dictating and moving people into normative behavior—effectively homogenizing us. And that’s a problem. Looking to know more? Ramnath Chellappa is available to speak with media. Simply click on his icon now to arrange an interview today.
#Expert Insight: US Firms 20 Years Out of Date on Customer Diversity
Diversity, equity, and inclusion have steadfastly risen to the top of corporate agendas in the U.S. and elsewhere over the course of the last few years. From 2022, all 100 of the Fortune 100 companies had clearly-defined diversity, equity, and inclusion (DEI) initiatives outlined on their websites—good news for their workforce, suppliers, and distributors. But what about their customers? A landmark new study by Goizueta Business School’s Omar Rodriguez-Vila finds that while intra-organizational DEI efforts are robust, many U.S. firms are lagging behind societal reality when it comes to fully representing diversity in their marketplace actions. Rodriguez-Vila finds that in terms of skin type, body type, and physical (dis)ability, actions by the top 50 American brands are a good 20 years behind the current demographic makeup of the country. Rodriguez-Vila, who is a professor in the practice of marketing at Goizueta, has teamed with Dionne Nickerson of the University of Indiana’s Kelley School of Business, and Sundar Bharadwaj of The University of Georgia’s Terry College of Business, to measure brand inclusivity; a term that he and his colleagues have coined to describe how well brands serve underrepresented consumer communities. Inclusive brands, he says, are those that “enhance consumers’ perceptions of acceptance, belonging, equity, and respect through their actions and market offerings.” To assess how well some of the biggest firms are doing in terms of this kind of marketplace inclusivity, Rodriguez-Vila worked with a team of full-time MBA and undergraduate students[1] to assess the 50 most valuable brands across 10 consumer-facing industries. Using machine learning and human coders they analyzed these brands’ social media posts on Facebook, Instagram, and TikTok, looking for patterns of representational diversity across four measures: skin type; body type; hair type; and physical ability. Altogether, they processed just short of 11,000 social media posts made between June 2021 and July 2022. What they find is stunning. “We used our data to apply the Simpson’s Diversity Index (SDI) to the population of social media posts by the largest brands in the United States. The SDI is a commonly used equation to measure the diversity of a population,” says Rodriguez-Vila. According to the 2020 U.S. Census, the racial diversity index of the country is 61 percent, and has been consistently increasing over the past 20 years. Applying the SDI calculation to measure the diversity in social media messages is a novel idea and one that provides clarity on the state of inclusion in brand communications, he adds. We found that the racial diversity index of social media messages by the top U.S. brands was just 41%. The last time the racial diversity index was in that range was in the year 2000. Omar Rodriguez-Vila In other words, the racial diversity these brands are collectively representing in their messages is 20 years behind the reality of the country. Interestingly, this lag between representation and demographic reality is common to brands in virtually all of the industries studied—from airlines to fashion, consumer packaged goods to financial services, hospitality to retail. The only sector that bucks the trend in any substantive way, he says, is beauty; even then this is likely only because beauty firms have come under fire for underrepresenting Black and non-white customers in the recent past. “Brands’ social media is typically more nuanced and comprehensive than advertising, so it’s more telling as a measure of what they prioritize. And by this measure, we’re seeing systemic bias across a majority of industries,” says Rodriguez-Vila. “Some, like beauty, fare better than others, but then beauty arguably has the strongest business case for diversity.” That being said, there is a robust business case for organizations across all industries to do better in marketplace inclusion. Not only does representational diversity have the potential to open up new markets, new customer bases, and areas for expansion, but “Feeling represented and included matters to everyone,” says Rodriguez-Vila. “To understand the importance of inclusion to customers we used a discrete choice model where people made trade-offs between price and a collection of product features in order to understand the factors that motivated them to make a purchase,” he explains. “We tested a sample of consumers looking to buy sportswear, and we added representation of diversity and inclusion as a characteristic, to see if it had any impact on their choices.” Again, the results are stunning. On average, 51 percent of customers took inclusion into account as a primary driver of athletic apparel choices. Inclusion was a priority driver of choice among 38 percent of consumers in historically well-represented communities—slim, white, able-bodied people. When Rodriguez-Vila and his colleagues expanded the analysis to other historically under-represented groups they found a significantly greater impact. Here, inclusion was a primary driver among 61 percent of plus-size, Black consumers and for 87 percent of consumers that identified as non-binary. In other words, inclusion can be a critically important factor to a majority of customers who are making decisions about whether to purchase products and services, or not. The marketplace is changing, says Rodriguez-Vila, and brands need new ways of understanding their customer base if they are to avoid missing out on opportunities. To this end, he, Nickerson and Bharadwaj are working with three of the firms in their study, piloting a range of interventions designed to accelerate marketplace inclusion. They have partnered with Sephora, Conde Nast, and Campbells to roll out specific practices both in the workplace and the marketplace—from advocacy to communication and commercial practices to things like greater diversity in marketing operations, and in talent recruitment practices. Early indicators are promising, says Rodriquez-Vila. “Our work is set to deliver tools that will help firms normalize and institutionalize marketplace inclusion as a function of their day-to-day operations. And it’s exciting to see a shift in thinking about DEI—from an exclusive focus on the workplace and how you eliminate bias within the organization, to practices that are geared also to eliminating bias in the way you serve markets.” Looking to know more? Connect with Omar Rodriguez-Vila today. Comply click on his icon now to arrange a time to talk.
ChristianaCare Earns IABC Gold Quill Award for Innovation in Media Relations
ExpertFile-powered “Our Experts” site wins top international industry award for program that helps journalists reach health experts – fast ChristianaCare, with its collaborative partner ExpertFile, has been recognized with a 2023 Gold Quill Award from the International Association of Business Communicators (IABC) for its “Our Experts” media database. Designed to easily and quickly connect journalists to subject-matter experts, this online resource has been recognized with the top prize — “Award of Excellence” in the Communications Management, Media Relations category. “Good communication is foundational to our mission of serving as expert, caring partners in the health of our neighbors,” said Karen Browne, vice president of marketing and communications at ChristianaCare. “Through the development of our online database as a resource for journalists, we are making our experts more accessible to provide timely, accurate health information to the diverse communities we serve.” The IABC Gold Quill Awards showcase business communication excellence and are among the most prestigious awards programs in the communications industry. Each entry is scored independently by evaluators who judge the award submission on criteria that include stakeholder analysis, strategic and tactical planning, quality of execution and measurable results. “It’s impressive to see how ChristianaCare has reimagined how it can more proactively serve the community by being more approachable to journalists,” said Peter Evans, co-founder and CEO of ExpertFile. “We’re excited to share this prestigious industry award with them.” ChristianaCare’s innovation was driven out of a desire to improve the reach, impact and efficiency of its media relations efforts — amid rapidly increasing demand — without the need to add more resources. In just two years, ChristianaCare’s “Our Experts” media database has received more than 20,000 online visits and helped to generate more than 200 news stories. The IABC Gold Quill Awards showcase business communication excellence and are among the most prestigious awards programs in the communications industry. Each entry is scored independently by evaluators who judge the award submission on criteria that include stakeholder analysis, strategic and tactical planning, quality of execution and measurable results. “It’s impressive to see how ChristianaCare has reimagined how it can more proactively serve the community by being more approachable to journalists,” said Peter Evans, co-founder and CEO of ExpertFile. “We’re excited to share this prestigious industry award with them.” ChristianaCare’s innovation was driven out of a desire to improve the reach, impact and efficiency of its media relations efforts — amid rapidly increasing demand — without the need to add more resources. In just two years, ChristianaCare’s “Our Experts” media database has received more than 20,000 online visits and helped to generate more than 200 news stories. Powered by the ExpertFile software platform, the ChristianaCare “Our Experts” site provides a digital media toolkit with advanced search and digital content features to help journalists discover experts and access resources that make it easier for them to complete stories and meet their deadlines. Nearly 140 ChristianaCare experts are featured in the database today, and that figure continues to grow. On the heels of the success of “Our Experts,” ChristianaCare is planning to launch later this year a new Speakers Bureau that will leverage the ExpertFile technology to strengthen and support local community engagement. “As a nonprofit health care organization, ChristianaCare makes it a priority to ensure we’re using our resources wisely and effectively,” said Shane Hoffman, communications director. “By using technology to streamline processes and make it easier to connect our experts to the media and community organizations who need their expertise, we’re working smarter — not harder — in service of our mission.”