MERCADEO Versión en español
Kevin Hamilton of Avocados from Mexico: Part of our task is to make sure consumers are heard
Manuela Walfenzao| 26 de junio de 2020
Webinar Lerma
The Lerma agency organized the webinar The Big Reset: Diversity & Inclusion from Today On, with the participation of Kevin Hamilton, head of brand marketing, media, PR & strategy at Avocados from Mexico; Marc Patrick, SVP marketing at Beyond Meat; Sandi Edgar, director of Inclusivista; and with Lindsay Rittenhouse of Ad Age as moderator. “We care a great deal about diversity and inclusion in the company and also in the way we apply them. When we focus on the general market in the U.S., we make sure to include diversity in all our communications. We work with our multicultural agencies to make sure we are on the right side of the conversation,” Hamilton said. “As brands better understand their role in the community and culture, they will see we are responsible for what we say and do, particularly in terms of authenticity and truthfulness. Part of our task is to make sure consumers are heard.” Patrick added that the value of discussing diversity is huge. “For me personally and professionally, because today it is more on the table than ever and I have been black all my life, if you start to see from the viewpoint of a brand, you manage to take advantage of all the potential it has.” According to Edgar, “there’s a lot of work to do in moving the market towards diversity, but there are actions we can take internally to offer opportunities to everyone. At the end of the day, by doing advertising we create culture. It’s a great privilege and a huge responsibility, and brands have many possibilities to help make the desired changes.”
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