DEI storytelling: how to get it right
By Annie Makoff on 17 February 2023
Storytelling, says Judith Germain, leadership expert, DEI consultant and founder of The Maverick Paradox, is a powerful DEI tool. “Our brains are hardwired to respond to stories,” says Germain. “We tend to ignore facts or find it hard to recollect them, but stories can go deep into the unconscious.”
And when storytelling is done right, it can also ‘empower marginalised voices and communities’, adds Luke-Matthew Iveson, director of the DEI Centre of Excellence at employee engagement agency Forty1. But implemented badly, either by overreliance on certain individuals or using a DEI provider which appeases the majority group, storytelling can be extremely damaging.
“All too often, the responsibility to educate and shift attitudes builds fatigue and has actually enabled tokenistic communications,” warns Iveson. “Storytelling shouldn’t be used as a one-off tool. It’s time to turn the tide and make storytelling an authentic, two-way conversation that drives tangible and long-term action.”
How then, can organisations ensure that their DEI storytelling initiatives are done right – as a catalyst for positive change?
Don’t expect – or pressure – an individual from a marginalised group to share their story
Storytelling is ‘essential’ in bringing to life the lived experience of those from minority groups, otherwise narratives will be ‘buried and untold’, says Jenny Garrett OBE, executive coach, leadership trainer, DEI expert and author of Equality vs Equity: Tackling issues of race in the workplace. However, be warned: organisations should never expect or pressure someone into sharing their story – it must be on an entirely voluntary basis or via an experienced external DEI provider. “Asking employees from marginalised groups to share their story repeatedly for your learning is like asking someone to re-open a healed wound just so you can understand their pain,” she says. “Never pressure someone to share their lived experience or expect them to do so just because of who they are. It’s not in their job description.”
Consider the workplace environment
According to Germain, DEI storytelling should only take place in psychologically safe environments. “Using storytelling as a DEI intervention requires the individual to be extremely vulnerable because they’re exposing a part of their identity they’ve potentially spent time hiding. People willing to share their story need to know it’ll land in a non-toxic environment where the audience are ready and willing to listen and participate, otherwise it can be incredibly damaging: it might land in an extremely defensive manner on the part of the audience.”
Beware of generalisations
In Germain’s view, there is a real danger in using an external provider from a majority group to talk about the stories and experiences of a particular minority group. “That’s inauthentic,” she warns. “This can create generalisations and perpetuate stereotypes. Even when I’m delivering training, I’m careful to separate my experience as a Black woman from the experience of other Black women. I might say ‘these are my experiences’ or ‘I have seen X’. I do not say ‘this is the experience of Black women.’”
Support the storyteller – even if they’re external
Storytellers need to know there is support in place before and after they have shared their story, even if the storyteller is from an external provider. “Be mindful of re-traumatisation, self-doubt and a need for closure,” advises Dr Sarah Mohammad-Qureshi, Equality, Diversity and Inclusion Partner at The University of Law. “In a workplace setting, time allocation should also allow for recovery from sharing, while allowing for self-censorship and protection. Not everything needs to be disclosed or revealed all at once.”
Meanwhile, Garrett points out there needs to be recognition of the emotional labour involved in sharing experiences. “Employers and HR should help storytellers consider in advance what self-care or support they need, such as time off or counselling,” she explains. “Do remember too that stories can be made available via podcasts, videos and are written everyday, so employees are just one source of stories. Own your development, educate yourself and don’t rely on certain individuals to do the heavy lifting.”
Storyteller autonomy
In the age of social media where stories can be misrepresented or taken out of context, it’s essential that any stories and experiences which are shared are done so sensitively and with the storyteller’s permission. As Mohammad-Qureshi explains, there must be absolute clarity around what control storytellers retain once their story is told. “Can permission be fluid? Does the story remain theirs or do they lose the right to how it is used once it is told? At the same time, establish if the story is presented with full context, particularly across social media where there is a need for concise accountants, how will someone communicate context, emotion, intersectional identities and outcome?”
Ensure there’s a follow up action
Finally, every DEI storytelling intervention must have a follow-up action which encourages the audience to review and reflect on the stories they’ve heard. “It can’t be something that you listen to once and then move on from. There must be a ‘what next?’” Germain insists. “You want to get the audience involved in active listening, participating and then thinking about next steps. Always ensure there’s follow-up action to help drive change.”
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