Worldwide research shows that gender bias in the workplace is improving, but there’s still a long way to go. Although perceptions of gender roles naturally change over time, many organizations and individuals want to do their part to make current conditions as fair as possible for everyone at work.
2A Consulting is just one example of a company doing what it can to promote equality in the workplace. The marketing agency focuses on storytelling for business, striving to blend strategic and creative efforts to create assets that captivate customers. From the top down, the leadership team at 2A Consulting puts best practices in place that help improve gender equality across the company.
Using All the Talent Available to You
Having diverse sources of talent and ideas can help a company take full advantage of significant changes happening in your market. Understanding this, Abby Breckenridge, partner at 2A Consulting, has made a point to recognize and advance women who do great work.
Two actions in particular have helped 2A Consulting nurture women as consultants and managers. The first: speaking up. Breckenridge realized that getting men and women alike to squelch gender inequality had to start with acknowledging unfair practices or mistreatment. Even a lack of information about women returning to work after pregnancy can lead to unintended bias.
The second: being open to doing things differently. The flip side of speaking up, this best practice is all about listening and observing. Breckenridge leads by example at 2A Consulting. She shows her team how to acknowledge and accept when something isn’t working, and models a mature, collaborative path to a solution.
With advances in artificial intelligence, cloud computing, IT infrastructure, and more, companies across the globe are constantly seeking to modernize their ways of doing business. One of the best ways to ensure your company thrives during change, however, is to consider and nurture the talent at your disposal without bias. To maximize resources, a company must avoid preferential treatment and advance employees regardless of gender.
Sending the Right Message
Valuing team members has been one source of 2A Consulting’s success, while another has been the company’s approach to marketing. Many times, marketing agencies immediately jump to crafting campaigns with impactful words, but these efforts often lack broader context and, ultimately, fall flat for customers. A cohesive story, after all, is a strong framework for effective marketing.
Figuring out the best way to broadcast your core value to customers is no minor task. In competitive markets, something as simple as sending the right message can be the deciding factor in whether a customer chooses your business or someone else’s.
“We help businesses lock onto the stories they're trying to tell—whether it's for a product launch or a keynote presentation,” said Abby Breckenridge, partner at 2A Consulting. “Our consultants work with clients to formulate the message, distill it down, and then build it into assets in a way that resonates. This way, companies can make lasting connections with customers.”
As good marketers know, there’s often a large difference between what a company sells (the product) and what customers are really buying (the solution to their problem). That’s why it’s important to be as clear as possible with your messaging and to think about your audience when crafting that story.
Consider what you can do within your organization to encourage an environment that’s more inclusive, makes use of all its untapped talent, and, ultimately, brings in more successful prospects.
2A Consulting recently earned a Bronze Stevie® Award for being one of the fastest-growing companies in the United States.
