FEATURE18 June 2018

Different mindsets

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Behavioural science Features Impact UK

Diversity of minds is often forgotten in wider discussions around diversity. But businesses can become more resilient and increase their understanding of the people they look to reflect with better cognitive diversity insight. By Katie McQuater


As the sun rose on 24 June 2016, and it dawned on the UK that it had voted to leave the European Union, the media scrambled to capture the nation’s shock. The terms ‘filter bubble’ and ‘echo chamber’ soon entered the common consciousness as politicians, the mainstream media and businesses realised they had failed to read the situation accurately. 

Donald Trump’s election as US president a few months later reinforced the sense that the version of reality understood by the media and the establishment was only half the picture. The filter bubble had led to a widespread lack of representation of all points of view – a cautionary tale about the impact of failing to represent a variety of perspectives, and one that reinforces the need for diversity within all industries.

Marketing has been grappling with its diversity issues for a few years, with several high-profile campaigns – including the 3% Movement, Creative Equals and ...