IMPACT BBDO's Christiane Saab on making DEI authentic in MENA advertising, building inclusive teams, and driving meaningful changeIs DEI merely a top-down strategic initiative focused on setting goals and targets, or is it also becoming increasingly embedded within the organisational mindset and cultural transformation?
While DEI has gained visibility at the strategic level, with goals and metrics set from the top, it’s not yet fully embedded in the culture of most organisations. I still see a clear gap – particularly when it comes to women being supported and pushed into managerial roles. Policy alone doesn’t dismantle bias or shift deep-rooted mindsets.
We are witnessing progress, the woman’s role has moved and some cultural change is emerging – but we need to push further to make equity a shared mindset, not jus
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