Rethinking media: How diversity drives stronger brands
How can inclusive media strategies unlock real impact for both society and business?
Introduction
Diversity, equity and inclusion are no longer “nice to have” in media and communication. They are powerful drivers of relevance, trust and brand growth. Yet, many organizations still struggle to move from intention to action.
In this Master Class, Karen Donders and Naïma Lafrarchi, explore how media and brands can take a more inclusive approach in a concrete, impactful way. Through real-life examples, insights and practical frameworks, you will discover how to integrate DEI into your media strategy without compromising creativity or performance.
This session challenges common assumptions, highlights missed opportunities, and provides actionable ways to make media more representative, effective and future-proof.
What will you learn?
- Why DEI in media is a strategic growth driver, not just a moral obligation.
- How inclusive representation improves brand relevance and audience connection.
- Where media strategies often fall short when it comes to diversity.
- How to translate DEI principles into concrete media and communication actions.
- Practical frameworks to build more inclusive campaigns.
- How to avoid common pitfalls and stereotypes in media content.
- Real examples of brands and media that successfully embraced inclusion.
For whom?
Marketing and brand managers, media planners and strategists, communication professionals, agency teams (creative, media, strategy).
Anyone interested in building more inclusive and impactful media.
Language
The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.
Speakers
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Karen Donders
Director of Public Value at VRTKaren Donders has been Director of Public Value at VRT since February 1, 2021. The departments reporting to her include Communications, Legal, Research, Public Value (culture, science, education, media literacy, language, music, diversity), Public Affairs and Public Policy, as well as Privacy and... -
Naïma Lafrarchi
Strategic Manager at Human CapitalNaïma Lafrarchi has conducted research over the past 15 years on dealing with diversity, with a specific focus on the development of professional competencies. She is the co-author, together with Karen Donders, of the book “Zo kan het ook! Diversiteit en inclusie in de media.” S...
Register
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Prices
- UBA member: Free. The participation fee is included in your company's annual membership contribution.
- Standard: € 430 (excl. VAT).
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