In today's polarised world, how can brands represent marginalised groups in a way that brings clarity, authenticity, and empathy? This session will explore the importance of integrating refugees at every level, from systemic change to storytelling. Yusuf, Head of Refugee Involvement at the Refugee Council, and Hilliary, Sustainability Business Partner at IKEA, will share insights on how to craft narratives that connect with audiences and turn values into action, all while authentically representing refugee experiences.
At a time of increasing division, many brands face the challenge of balancing purpose with appealing to diverse audiences. But involving marginalised people doesn't have to come at the cost of engagement – in fact, it can be a powerful tool to shift public perception and build an authentically value-led brand. This session explores the importance of involving refugees at every level, from systemic change to storytelling, showing how to craft narratives that connect, clarify misconceptions, and authentically represent refugee experiences. Yusuf, Head of Refugee Involvement at the Refugee Council, has led efforts to co-create a brand with refugees that resonates with the British public, while Hilliary, Sustainability Business Partner at IKEA, led a refugee employment initiative, turning the brand’s values into action. Together, they’ll tackle the challenges of including marginalised voices and highlight the value of authentic, action-led comms in shaping societal narratives.
At a time of increasing division, many brands face the challenge of balancing purpose with appealing to diverse audiences. But involving marginalised people doesn't have to come at the cost of engagement – in fact, it can be a powerful tool to shift public perception and build an authentically value-led brand. This session explores the importance of involving refugees at every level, from systemic change to storytelling, showing how to craft narratives that connect, clarify misconceptions, and authentically represent refugee experiences. Yusuf, Head of Refugee Involvement at the Refugee Council, has led efforts to co-create a brand with refugees that resonates with the British public, while Hilliary, Sustainability Business Partner at IKEA, led a refugee employment initiative, turning the brand’s values into action. Together, they’ll tackle the challenges of including marginalised voices and highlight the value of authentic, action-led comms in shaping societal narratives.
Speakers
Key Takeaways
- How to involve marginalised groups in communications
- How to turn brand values into action
- How to shift public perception through your brand
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