Part 1: DEI Is Good for Business

BY DARLENE LEWIS, KADARI TAYLOR- WATSON, AND DENISE VIERA

FROM CER PRO 204 COACHING IN A CHANGING WORLD: WHY YOU NEED TO EMBRACE DIVERSITY, EQUITY, AND INCLUSION

Racial 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 statement “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 ability to recruit, effectively train, and retain talented athletes. Within the $50 million youth sports industry, many future opportunities for coaches to expand their business will be grounded in these diverse and emerging markets. [10] [13]

DEI is about more than “feel-good fairness.” It is central to the survival and growth of figure skating in the USA and for every coach’s business.

Valuing DEI is also not about simply recruiting diverse skaters. It is equally about working to develop a coaching philosophy and best practices that allow you to clearly communicate, engage, and support all athletes, from varied communities. Developing and implementing a solid diversity and inclusion coaching approach helps create a shared sense of belonging amongst your skaters and promotes a positive rink culture where all involved can achieve their highest potential. Conversely, by not valuing DEI, over time you may lose business as demographics continue to change, new markets emerge, and young skaters (and their parents) expect coaches to embrace diversity and adopt equitable and inclusive approaches to coaching.

References

1. US Population more Racially and Ethnically Diverse than Measured in 2010, US Census Bureau, August 12, 2021. www.census.gov

2. Dr. William Frey, Brookings Institute, January 11, 2021. www.brookings.edu

3. Jeff Humphreys, The Multiracial Economy 2021, Selig Center for Economic Growth, Terry College of Business, University of Georgia. www.terry.uga.edu/selig

4. Gillian Oakenfull, Representing Fifty Shades of Gay in the LGBTQ+ Marketplace, Forbes, June 1, 2021, www.forbes.com

5. Gender Identity and Sexual Orientation Difference by Generation, February 23, 2021. www.Ipsos.com

6. A Survey of LGBT Americans, Pew Research Center, June 13, 2013. www.pewresearch.org

7. Annie E. Casey Foundation, What is Generation Alpha?, November 4, 2020. www.aecf.org

8. Annie E. Casey Foundation, What are the Core Characteristics of Generation Z? April 14, 2021. www.aecf.org

9. Jeff Fromm, Five Undeniable Truths About Marketing to Gen Z, Forbes, January 7, 2021. www.forbes.com

10. Tracy Francis and Fernanda Hoefel, True Gen: Generation Z and its Implications for Companies, November 12, 2018, McKinsey & Company, www.mckinsey.com

11. Daniel A. Cox, Findings from the American National Social Network Survey, December 15, 2020. www.americansurveycenter.org

12. Sundiatu Dixon-Fyle, Kevin Dolan, Vivian Hunt and Sara Prince, Diversity Wins: How Inclusion Matters, McKinsey Reports, May 19, 2020. www.mckinsey.com

13. Paul Gompers and Silpa Kovvali, The Other Diversity Dividend, Harvard Business Review, July-August 2018.