EDUCATION
DEI Is Good for Business Part 1:
B Y D A R L E N E L E W I S , K A D A R I TAY L O R WAT S O N , A N D D E N I S E V I E R A FROM CER PRO 204 COACHING IN A CHANGING WORLD: WHY YOU NEED T O E M B R A C E D I V E R S I T Y, E Q U I T Y, A N D I N C LU S I O N
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acial and ethnic diversity is rapidly increasing in the United States and with that comes a more varied demographic in our rinks. In 1980 nearly 80% of the US population identified as White. By 2020 that percentage was down to just under 58%. [1] This shift in racial demographics means that all aspects of our society must address issues of not just increasing diversity and promotion of equity, but also, inclusion and belonging. This is important not only for the future of skating, but also right now, because as an early specialization sport, this shift is occurring primarily from our core demographic — youth. [2] The growth in the proportion of the population that identifies as other than White has been coupled with an expansion in the purchasing power of diverse communities. The Selig Center for Economic Growth at the University of Georgia estimates the buying power for African American, Asian American, and Native American consumers have increased significantly over the past 30 years, up from $458 billion in 1990 to $3 trillion in 2020. Latino buying power also exploded over the same period from $213 billion in 1990 to $1.9 trillion in 2020. Together these groups wield 28.3% of the buying power in the US and comprise markets greater than the GDP of nearly every country in the world. [3] Simultaneously, at over $1 trillion the LGTBQ market is one of the fastest growing markets in the US. [4] Younger generations are significantly more diverse in terms of their racial, ethnic, religious, sexual orientation and gender identity than older generations. In fact, non-Hispanic whites are now the minority among youth (under 18) in the United States. [2] Furthermore, while 80% of Baby Boomers identify as completely heterosexual, only 52% of Gen Z report being only attracted to the opposite sex. [5] Young adults, between 18-34, also embrace more gender fluidity with 50% of them agreeing with the state-
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ment “Gender is a spectrum, and some people fall outside of conventional categories”. [5] [6] Members of our youngest generations have come to expect diversity in a way that prior generations did not. They are increasingly growing up in diverse family structures in households that are multi-racial, headed by a single parent, and/or have blurred gender roles. [7] They tend to be more independent in their thinking and socially conscious with a greater expectation of societal equity than previous generations. [8] As skating customers, they value access over possession, expression of individual identity, and are concerned about ethics, openness, and authenticity to a degree not found in prior generations. [9] [10] Unfortunately, despite changing demographics, increased buying power, and socially savvy youth, discrimination and exclusion are still prevalent. Within the US, most people’s individual social networks are still not that diverse. [11] This can lead to discomfort with people from backgrounds different from our own, stereotyping and perpetuation of biased practices and system. Historic disadvantage, stereotyping and implicit bias can interfere with or prevent full realization of an athlete’s potential. To achieve equity and inclusion now, we must acknowledge past and current inequities within skating. As a coach, with a business to run, you should be equipped with the skillset to embrace diverse cultural backgrounds and view them as new customers. Research has shown that businesses that value and demonstrate action toward promoting Diversity Equity, Inclusion (DEI) tend to outperform their competitors and achieve greater profits. [12] In a sport that weighs heavily on competitive excellence, embracing diversity, equity, and inclusion is an opportunity for you to drive innovation, and increase your
