Championing Diversity: Lessons from the Paris Olympics and Paralympics on Racial & Social Justice
As two of the most globally watched events, the Olympics and Paralympics are a microcosm of society, reflecting broad social dynamics and cultural shifts, spanning race, ethnicity, body type, ability, age, religion, sexuality, and socioeconomic status, which mirror the world with which brands and businesses must engage to stay relevant. In her article for the
Edelman Trust Institute, Amina Colter Jones suggests that the call for racial justice is still unanswered. A survey of over 3,000 respondents in the U.S. revealed a significant gap between expectations and perceived performance. Progress requires more than words - it demands courage and commitment. The Olympics and Paralympics showed that although brands have the power to lead through authentic action by providing a stage for meaningful discussions on racial justice, sports have yet to spark broader societal changes.
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