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Work & Wellbeing Diversity & Inclusion

Dani St James: Let’s build multidimensional view of marginalized into future of advertising

By Dani St James, Founder

December 7, 2021 | 8 min read

As part of The Drum’s Marketing and the Marginalized Deep Dive, Dani St James of the trans support charity Not A Phase writes that a future of positive representation requires the marginalized to be consistently in mainstream media, not just in content about diversity.

Diversity & inclusion

‘To reduce the experience of the marginalized to content that only highlights their identity has been done to death’

In the 10 years prior to setting up Not a Phase, I did almost all types of media work. I have done shoots, music videos and campaigns, paid content and advertisements – I even once did an infamous TV dating show.

I never really gave too much thought to what it all looked like as a body of work or how my narrative had, at times, been exploited by those that held the checkbook. But looking back on the things that I have put my name and story to, there are definitely moments that make me cringe nestled among the ones that fill me with pride.

I began my transition in 2010, just before the boom of social media and what is now often referred to as the ’trans tipping point’. Prior to starting my career, the only other examples of trans people in the media that I had to go by were the trashy, exploitative daytime talk shows of the 90s. At that time, there was no real template to follow for representation and few positive examples. Back then, I was young and needed the cash for my transition and took the opportunities as they arose.

It’s interesting to me that now, years on, I am helping to shape the way companies use trans representation in their output or advertising, because I wish there had been people like me back then to shape the output of brands so that there was healthier representation in the media.

I guess what I’m trying to say is that if anyone knows the positive and negative ways to utilize marginalized talent, it’s me.

Over the last two years, I have been surprised at the range of businesses that have reached out to me or the charity for guidance on representation and internal policy; we’ve had everything from asset management groups to law firms, beauty salons to schools. Out of all of these requests, the loudest voice asking for help by far has been the media and advertising sector.

Those in control seemingly grapple with whether to take the leap and risk failure, or to do nothing, remain complicit and still be at fault. But in an industry of creatives, it is during this time of cultural reckoning that the question is arising: ’How can we be better?’ I wish I could tell you here that there is a formula to this, but there isn’t.

I have come to believe that, in advertising specifically, that there are two key points to take into account. Firstly, what is the hierarchy of power? And secondly, what is the desired outcome of the campaign?

Hierarchy

In a utopian world, all senior leadership teams would be organized with ample representation from all walks of life, or we would burn down all the traditional methods of working and all be equal. Both are as unlikely as each other to actually become reality. So let’s look at how existing business models can factor in the views of marginalized communities.

When you, the reader, are considering this, think about your senior leadership team. How many are women? How many are from racial and ethnic minority backgrounds? How many have a disability? How many are LGBTQ+? These are just a few of the examples I can give that I have no doubt have most of you thinking ’not enough’.

Now I’m not suggesting that we toss all of the straight, cis, white men into the sea, but what I am suggesting is that we as a society catch up and make progress in our recruitment, retention and internal promotion processes, and that we are prepared to know when it is best not to assume. Some of the proudest work I have done has been behind the scenes when brands and agencies have come to me for consultation.

This is what I believe is going to help us move forwards. If your agency is making a specific effort to be more inclusive in its output, it is vital that (if you don’t have people on board that can guide it) you reach out and ask the important questions. ’Is what we are doing celebratory or exploitative?’ ’Are we using marginalized people to make a profit?’ ’Should we be contributing to or highlighting worthy causes with this work?’ ’Is there a way that we can include more representation in this work?’ ’Does this work reflect our core values?’ ’Does this feel authentic?’

The end product

I often joke with my media-savvy trans friends about how our busiest times of the year are Pride season and Transgender Awareness Week. We are dangled in the view of the mainstream but still branded with a rainbow to remind the viewer that identities are at play.

Rainbow-washing is a term of recent times that is used to describe the companies that exploit the LGBTQ+ community for profit during pride season. I want to state that I believe that all representation is progress.

20 years ago, the Thatcher enforced Section 28 was still in place, legislating people against even discussing LGBTQ+ life with the young people of Britain. Two decades later and you can’t miss the rainbow flags on every corner during Pride month. This is why I believe it is progress. That’s not to say that I don’t think a lot of it is tacky, but taste is subjective. (There is also something to be said for the percentage that the brand gives to relevant causes, but that’s another subject for another day.)

My point here is that when we are talking about the desired outcome of the shoot, is it only to virtue signal to others that you have put one of every sort in a room? If we are honest here then I think a lot of campaigns would see improvement. For a future with positive representation, we need to see it included in mainstream media consistently, in content that isn’t only about diversity.

To reduce the experience of the marginalized to content that only highlights their identity has been done to death. It’s over, we have all seen it. Let’s now focus on building a multidimensional, intersectional view of the marginalized into the future of media and advertising.

I am an optimist, I believe positive change is happening and I believe almost all of the people in the world are good people, they just need information from a trusted source and to be empowered and not vilified. If every single person who reads this took one positive action, a huge change could be created. The voices of allies always carry much further than those that exist within marginalized groups.

The work I do will never truly be over. There will always be something worth fighting for, but I’m aware that I can only ever come at it from one perspective – a white trans woman’s view of the world. My voice is one of many and when it comes to talking about the marginalized it needs to be addressed from many angles. I’ve listed a few organizations below that I learn from every day. Check them out.

Interlaw Diversity Forum

Black Trans Alliance

Good Law Project

Unhidden Clothing

Everyday Racism

Dani St James is a model and influencer as well as the chair and founder of trans support organization Not A Phase.

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