Voice actor and founder of BRAVA (Bristol Academy of Voice Acting) Melissa Thom, has become a full voting member of BAFTA.

Melissa will now have a say in the winners of the Academy’s annual BAFTA Games Awards, which are presented annually to recognise, honour and reward outstanding creative achievement in games. The Awards are voted by an expert membership of over 1200 experienced professionals and are watched by millions online.

Melissa and BRAVA’s team of master coaches have trained hundreds of people in Bristol and beyond to become professional voice actors, with many already working in the gaming industry.

BRAVA has connections with games production companies and bodies across the UK and internationally. Melissa and her team work to support those coming up in the profession, liaising with industry stalwarts and championing diversity. Melissa’s gaming work as a voice actor includes roles in ZeniMax’s The Elder Scrolls (Necrom and Gold Road) and Grand Theft Auto V.

Melissa is British, with Indian-African heritage, and feels strongly about the need for diversity in the gaming sector. Melissa said:

“The online games industry is estimated to be worth almost $28 billion worldwide, dwarfing the film and music industries. It’s thriving and has a powerful influence. As the popularity of gaming continues on its upwards march, it’s critical that people from all backgrounds see themselves represented in games.

I am thrilled to be recognised by the Academy for all the work we do behind the scenes to support and guide voice actors and improve working conditions and diversity within gaming. I’m also committed to supporting the gaming community in the South West, which is a hot bed of creative talent.”

Melissa invites any actors in the South West with significant gaming experience to get in touch with her if they need support or advice.

                                                          -ENDS-

About BRAVA

Founded by experienced voice actor and communications consultant, Melissa Thom, BRAVA brings together acting and voice experts from the UK & US to deliver best in class training and advice about the industry.

At BRAVA, all learning is done online, meaning students can learn at their own pace, wherever they are. Training is offered as personalised 1-1’s or group sessions and covers a wide range of topics, including Getting Started in VO, Corporate, Commercial and Narration, Characters, Audiobooks, Performance Techniques, Home Studio, Marketing, Vocal Health, VO & Shakespeare, Voice, Presence, Impact, Presentation Skills and more.

Find out more at www.brava.uk.com

Melissa Thom’s IMDB: www.imdb.com/name/nm10724768/

Being authentic and driven by values as a B2B company will boost your bottom line

Looking for a new jacket? According to Ibis World, there are 298,036 apparel manufacturing businesses globally. So how do you choose where to buy?

There’ll be several elements that affect a purchasing decision – particularly cost, quality, and/or location. But other factors that play a major role in where consumers shop are values and authenticity.

In fact, 90% of consumers say that authenticity is important when deciding which brands they support. In addition, 75% say they are likely to buy a product from a company that shares their values.

So, why are values and authenticity in marketing so important?

We’re now in an age where fake news, deep fakes and influencers peddling products they don’t actually use is the norm. And with the rise of e-commerce, we’re constantly being sold items and services every hour, of every day.

This bombardment of false promises and shallow marketing has driven customers to look for companies with more substance; companies that support their claims with actions.

Customers typically see straight through – and don’t appreciate – inauthentic and impersonal marketing tactics.

So how can you ensure your business doesn’t make these mistakes? It all starts with ‘why’. Why do you do what you do in the first place?

Values and authenticity – what’s the difference and why are they important?

Being authentic and having strong values go hand in hand. But there are some important distinctions between the two.

AUTHENTIC: According to Oxford Languages, the definition of authentic is ‘of undisputed origin and not a copy; genuine’.

VALUES: The definition of values is ‘principles or standards of behaviour; one’s judgement of what is important in life’

While values are about beliefs and one’s outlook on life, authenticity is about who you are as a person (or in this case, business).

Unfortunately, an all-too-common occurrence is businesses falsely claiming they have certain values and beliefs to gain social clout and more customers.

This is also known as colourwashing (which we’ve written a blog about here). Not only can colourwashing slow down progress towards positive and important changes, but it also creates distrust in your company.

Stretching the truth about your values, and not being transparent in your marketing activities, will weaken the connection you have with your customers.

Not convinced?

According to a 2016 study, almost 94% of all consumers are more likely to be loyal to a brand when it commits to full transparency.

And when you obtain loyalty from your audience and customers, you’ll see business growth, more people making repeat purchases, and an enhanced company reputation.

Almost 94% of consumers are more likely to be loyal to a brand when it commits to full transparency.

Values

You may be wondering where to start when conveying your values truthfully to your audience.

First you need to establish what your values as a business are.

Next, start showing you mean what you say through action.

For example, you could raise awareness of issues and organisations that align with your values, or donate some of your business’ profits to relevant causes.

It’s also important to note that this action isn’t a one-and-done situation. You need to continuously back up your claims to build audience trust.

Now, it’s time to tell people about it!

Communicating your actions and values both internally to your team and partners, and externally to your customers and stakeholders, is vital for a business. It deepens connection and understanding between your company and your audience.

Communication examples include:

What to do: Mind Corporate Partnerships

Mind is a mental health charity that stands up to injustices in healthcare, work and law which make life harder for people with mental health problems.

A section of their charity is dedicated to corporate partnerships so businesses can work with Mind to support their work and help fight for mental health.

This feature is so effective because not only are they starting a conversation with individuals, but they’re opening connections with businesses so even more people can get involved.

Their website contains plenty of resources and support for those struggling with their mental health, including workplace wellbeing.

By pairing their business statements with tangible resources, more people are likely to work with them and recommend their services.

What not to do: Naked’s lack of transparency

For this example, we’ll look through a more B2C lens, although the principles still apply to B2B businesses.

Naked offers a range of juice drinks, manufactured by PepsiCo. These products are marketed in such a way as to lead consumers to believe they’re a healthy option.

Statements on its packaging once included ‘only the best ingredients’ and ‘no sugar added’, but the Centre for Science in the Public Interest filed a lawsuit in 2016 because they were misleading.

In fact:

Following the lawsuit, Naked amended the erroneous claims and offered compensation to those who purchased products between a certain timeframe.

But despite its attempts to rectify the situation, both trust – and therefore loyalty in the brand – was lost.

Authenticity

Authenticity and values are interlinked – being authentic is about staying true to said values and being intentional about them.

However, authenticity is about also showing people who you are as a business. It’s about transparency in your marketing. It’s about being open with an audience, even if you’re not perfect.

This vulnerability leads to brand trust.

“Your audience is used to ignoring inauthentic marketing attempts from other businesses. Differentiate yourself by being genuine.”

So how do you go about being authentic as a B2B business? And how do you share this with your audience?

It’s crucial you remain honest in your statements and efforts.

Establishing brand guidelines early on also plays a key role in exhibiting your authenticity. This is because it will help you stay consistent in your messaging, your marketing materials, and your goals.

A major part of authentic marketing is having direct communication with your customers. This may be through:

By opening the door to discussions in real time, you’ll receive invaluable feedback that will allow you to make profound improvements.

In fact, according to a report by Microsoft, 77% of customers have a better opinion of brands that ask for and accept customer feedback.

Another interesting method to show authenticity and gain brand buy-in is through ‘behind the scenes’ materials. Whether this is showing your audience where / how your products are made, the team behind the business, or a Q&A session.

And finally, testimonials are a great way to offer transparency. Sharing feedback from those not necessarily invested in the company itself – i.e. objective opinion – creates believability. This is known as social proofing.

Social proofing is:

“the psychological concept that people are influenced in their decision making by others, compelling them to act within societal norms or expectations.”

Sprout Social

Social proofing done well

Airbnb utilises the power of social proofing in their marketing brilliantly. In fact, as a platform that’s built to both enable people to host strangers in their properties, and for people to stay in strangers’ properties, their business success depends on it.

Airbnb includes reviews from guests and hosts which can include photos, stories about people’s stays, and their names.

This adds a personal touch to the platform, which increases trust from users. But it also provides details of others’ experiences using the service, giving clear evidence of customer satisfaction.

Wrapping it up

Authenticity and value-based marketing ultimately comes down to 4 things:

It’s as much of a benefit to you as it is your audience. In return for your honesty, and so-called vulnerability, your audience will be significantly more likely to invest time (and money) into your brand.

With a loyal customer base, you’re increasing your chances of seeing more growth in your business as people recommend your products/services to others.

And it’s important to remember – this isn’t just for B2C companies, B2B companies should be doing the same.

We’re now in an age where businesses are trying to sell as much as possible and advertise wherever they can. So, when 57% of consumers think that less than half of brands create authentic content, make sure you’re standing out for the right reasons.

After all, people now value quality over quantity, and neither you nor your customers should settle for anything less.

Looking to find out how you can tell your audience about your authenticity and values? Get in touch at marketing@proctorsgroup.com to find out how we can help.

87% of working women want their employers to be more supportive when it comes to women’s health1. Despite a growing demand for reproductive health inclusion at work only a minority of UK businesses have specific policies that address key reproductive health moments such as menopause (26%)2 and menstruation (12%)3 

To address this issue, HeyFlow has launched a groundbreaking open-source suite of Reproductive Health Policy Guides to access information and best practices around reproductive health inclusion in the workplace.  

Sophie Creese, Co-Founder and CEO discusses why this is an important initiative: 

“Guidance on how to properly address reproductive health at work is often scattered across various sources or specific to a certain business, making it challenging for organisations to implement cohesive and inclusive practices and not knowing where to start. We wanted to create a source of information that is accessible so that businesses can develop informed and effective reproductive health policies.” 

To mark the launch of the series of policy guides, HeyFlow has released two guides on Menstruation & Menopause. The suite will be expanded to cover other reproductive health topics, but these were selected as the two key considerations for employers as they directly impact most women’s experience within the workplace.  

By 2030, 47% of all 50s are forecasted to be part of the UK labour workforce4, meaning that most employees who go through menopause will go through it at work and over half of menstruators have period pains that directly affect their work5. 

Nick Dean, COO and Co-Founder of HeyFlow highlights the importance of this initiative, but it shouldn’t be the endpoint for employers:  

“A large part of the lack of inclusion of reproductive health at work is due to societal taboos around the topics, and a lack of readily available information. You don’t know what you don’t know, so we’re so excited to launch these guides to give companies their first step into reproductive health inclusion. But a good policy is only the start. To embed effective change in a business you need to embed inclusion within your culture and bring everyone into the conversation; educating employees on available resources and supporting managers with training on how to implement policy properly.”   

HeyFlow’s initiative aims to standardise reproductive health policies across industries, ensuring fair and consistent support for all employees. By offering these guides, HeyFlow is leading the charge in promoting workplace wellness and setting a new benchmark for inclusivity. 

For more information about HeyFlow’s Reproductive Health Policy Guides and to access the Menstruation and Menopause guides, please visit  https://heyflow.co.uk/ or contact hello@heyflow.co.uk 

(more…)

Last year, we signed the Menopause Workplace Pledge and promised to take positive action to make sure everyone going through the menopause is supported.

This has led us to create our Menopause in the Workplace Guide, packed with practical tips, policy advice, and strategies to foster an inclusive and supportive environment for all our employees.

We love it so much that we decided to share it with our community!

Something Familiar Menopause In The Workplace Guide

You can read our guide here

What to do more? Help us break the stigma:

💬 Share your own experience
Your story can inspire others and create a more understanding and supportive culture.

🤝 Partner with us
Help us spread the word by sharing our guide and your stories.

📝 Participate in our survey

We’d love to know how you feel about Menopause in the workplace.

If you can, please fill in our Menopause
in the workplace survey here.
Please answer as honestly as possible because we should always be working on making work culture more comfortable for everyone.

Together, we can make a real difference.

Bristol based Creative Agency joins the growing movement of companies using business as a force for good

Shaped By, a creative agency for the b2b world – based in Bristol, UK, has announced its certification as a B Corporation (or B Corp), joining a growing movement of companies that are reinventing business for the benefit of all people and our shared planet. Verified by B Lab, the not-for-profit behind the B Corp movement, the achievement demonstrates that Shaped By meets high standards of social and environmental performance, transparency, and accountability alongside a commitment to goals beyond shareholder value.

The news comes as the ongoing climate crisis and widening social inequality continue to pose urgent challenges to our economy. B Corp Certification assesses the entirety of a business’ operations and currently covers five main impact areas: Governance, Workers, Community, Environment and Customers. The certification process is rigorous, with companies required to reach a score of 80 points in the B Impact Assessment while providing evidence of responsible practices relating but not limited to energy supplies, waste and water use, worker compensation, diversity, and corporate transparency. A business must also legally embed their commitment to purpose as well as profit in their company articles.

Shaped By is now part of a growing community of over 8,000 businesses globally that have certified as B Corps. The B Corp community in the UK is one of the largest and fastest-growing in the world, with over 1,700 companies spanning a range of different industries and sizes. Names include The Guardian, Innocent Drinks, Patagonia, Tony’s Chocolonely, The Big Issue, Finisterre, Elemis, and Sipsmith Gin.

Chris Turner, executive director of B Lab UK, says: 

“We are pleased to have B Corps of all shapes and sizes as part of our community — from startups to multinationals and across many different industries. Business is a powerful force and B Corps demonstrate that positive impact is possible in any sector. Welcoming Shaped By is an exciting moment for the creative industry. B Lab UK and the rest of the B Corp community are really pleased that Shaped By is paving the way for a new way of doing things.”

Nick Farrar, founder of Shaped By, says:

“Becoming a B Corp and joining the global community of businesses dedicated to building a better world was one of the first, and easiest, decisions we made after changes to the agency’s ownership last year. It aligns perfectly with our belief that design and creativity have the power to improve lives and positively impact the world around us. I’m looking forward to embracing what being a B Corp company means and committing to maintaining and improving our standards now and in the future.”

The mustard team are pleased to unveil their status as B Corp, officially joining the growing community of accredited B corporations across the world. Becoming one of 2000+ businesses in the UK, with a shared vision for the future.

The rigorous process covers all areas of the business including Governance, Workers, Customers, Environment and Community. The Bristol-based creative recruitment agency have painstakingly assessed their impact and are committed to providing a better future for not only their clients and employees but also their community. They’ll be returning to this impact report year-on-year to assess their impact and identify areas of improvement. Providing key insight into their practices, as they strive to hit their enhanced sustainability goals of net-zero by 2030, 20 years ahead of the UK government’s SME net-zero goals.

They’ve already levelled up their community commitments, from increased volunteering allowances to fundraising for their Charity of the Year, The Grand Appeal in aid of Bristol Children’s Hospital.

The B Corp certification provides businesses with comprehensive, credible, comparable impact standards to support economic systems change. Founded in 2006, to support businesses to lead the way towards a new, stakeholder-driven model.

Directors of mustard hope that this spotlight on the recruitment agency will encourage others in the sector to aim for more transparency and accountability.

“We’re delighted to become a B Corp, it’s been a long process, but a needed one. We’re continually striving for higher standards throughout the business. The whole team are extremely excited to be listed amongst like-minded businesses that are taking steps towards positive change.”

– Dave Madden, Director, mustard jobs

In the dynamic world of experiential design, the integration of neuroscience represents a unique opportunity where science and creativity can combine to help elevate immersive experiences. 

To dive deeper into this fascinating subject, we sat down with Katherine Templar Lewis from Kinda Studios, a women-led neuroaesthetic studio and lab using neuroscience to prove the power of art on human connection and wellbeing. Working with brands, experience designers, platforms and institutions, Kinda turns neuroscience into felt experiences to deepen their impact on a range of interconnected health measures. 

With a wealth of expertise in crafting immersive environments that resonate with audiences, Katherine offers her insights into how experiential designers can harness the power of neuroscience to enhance their design practices. 

Katherine, can you give us a quick overview of what exactly Neuroaesthetics is?

Sure, so neuroscience is the study of the nervous system, including the brain, spinal cord, and peripheral nerves, and how they influence behaviour and cognitive processes. It explores the intricate workings of the brain’s neurons and neural circuits to understand how information is processed, emotions are generated, and actions are coordinated. 

Neuroaesthetics, is a new branch of neuroscience that our work centres in, which studies how different elements affect our environment, be it light, sound, art, nature itself, impacts our brain and body.

It delves into the aesthetic underpinnings of emotion, thought and behaviour, providing insights that can inform various fields, including design. At Kinda Studios, we see neuroscience as a valuable tool for understanding human perception and emotion, allowing us to create immersive experiences that resonate deeply with our audience.

Can you give examples of how Neuroaesthetics influences your design decisions?

Neuroaesthetics serves as a toolbox for us at Kinda Studios, providing valuable mechanisms that we can leverage to enhance our design decisions. While neuroscience doesn’t hold all the answers, it offers insights that allow us to tap into the power of creative difference. For instance, we utilise colours and sounds in design that have an affect on our nervous systems, either positive or negative. Understanding how they can evoke specific emotions and drive behavioural responses allows us greater intention in our designs 

By harnessing the power of art and sensory experiences, we create immersive environments that stir emotions and engage visitors on a deeper level. This approach not only elevates the overall design but also enables us to create social impact through values like environmental stewardship through experiential storytelling. Neuroscience empowers us to create meaningful experiences that resonate with people’s feelings and drive positive behaviour change.

How can neuroscience improve the overall quality of immersive experiences? 

Its influence extends beyond sensory stimulation; it facilitates a deeper connection and understanding of our own selves within immersive experiences. By delving into our innate desire for coherence and connection, neuroscience enables us to craft experiences that resonate deeply with visitors. We recognise that while we experience spaces every day, often without conscious control, immersive experiences offer a unique opportunity to intentionally shape those encounters. We see ourselves as privileged to create spaces where visitors can transcend their everyday reality and be transported to other worlds, fostering a profound sense of connection and engagement with impacts that lingers long after the experience ends. 

What advice would you give experiential designers wanting to incorporate neuroscience into their projects?

My advice would be to seize the opportunity to deepen your understanding and leverage this knowledge to elevate your creations. Fortunately, neuroaesthetics is now offering a wealth of resources to learn from and explore. In parallel, technological advancements are ushering in a new era where we can really harness and utilise scientific insights into experiences to deepen their impact. By leveraging this technology with neuroaesthetic knowledge and insights, you’ll be better equipped to deliver immersive experiences that resonate on a profound level.

Now more than ever is an appetite for transdisciplinary collaboration. The work we do is not just to translate but also to connect. Collaborating and exchanging ideas with both fellow designers and scientists can provide valuable perspectives and inspiration for your projects.

One resource that we often recommend is the book “Your Brain on Art: How the Arts Transform Us” by Ivy Ross and Susan Magsamen. In this book, Susan Magsamen delves into the fascinating intersection of neuroscience and art, exploring how artistic experiences can profoundly impact our brains and lives. It’s a captivating read that offers valuable insights into the power of creativity and its effects on the brain.

By immersing yourself in resources like this and actively engaging with the neuroaesthetics and studios like ours, you’ll be well-equipped to infuse your experiential designs with a deeper understanding of the human mind and emotion, ultimately creating more impactful and meaningful experiences for your audience.

What challenges have you faced using neuroscience within design? And how did you address these?

Incorporating neuroscience into design presents exciting opportunities for world-building and creating immersive experiences. However, we’ve encountered challenges when certain environments don’t align with neuroscience principles. For instance, hospitals and schools often prioritise functionality over emotional well-being, hindering our ability to create truly immersive experiences.

In hospitals, the focus on efficiency and sterile environments can be at odds with the nurturing and healing aspects that neuroscience suggests are beneficial. Similarly, schools face constraints due to limited space and the need to accommodate large numbers of people, making it difficult to implement neuroscience principles effectively.

External factors like noise pollution from motorways and heavy traffic pose challenges beyond our control. Despite these obstacles, we address them by adapting our designs to work within the constraints of the space. Neuroaesthetics research and studios like Kinda Studios are helping in transforming these spaces for greater positive impact. 

We also have an in situ lab that uses neurophysiological equipment to test and explore the impact of different environments on our brain and body. The more that this work becomes a two way dialogue between science and art the further both fields can grow and the greater the positive impact we can create.

While challenges exist, they can help to fuel creativity and drive to find innovative ways to integrate neuroscience into design, even in less-than-ideal circumstances. By embracing these challenges, designers can continue to push the boundaries of immersive experiences and create meaningful connections with audiences.

What methods do you use to measure the impact of neuroscience within designs?

Yes, we use a variety of methods to measure the impact of neuroscience within our designs. This includes utilising advanced technologies such as brainwave monitoring (EEG), electrocardiography (ECG), and gamma wave analysis to gather quantitative data on neural and physiological responses to our experiences. Additionally, we rely on self-report measures to capture subjective feedback from participants, allowing us to understand their emotional and cognitive reactions.

What do you see as the future of neuroscience driven-design and how do you think it will affect the design/event industry?

The future of neuroscience and neuroaesthetic-driven design holds immense potential to revolutionise the design and event industry. As we continue to embrace science-informed design practices, we’ll see a shift towards creating experiences that are not only aesthetically pleasing but also deeply resonant on a cognitive and emotional level. Neuroscience insights will guide us in crafting environments that prioritise human well-being and connection, with an emphasis on integrating elements of nature to enhance mental and emotional health.

 

mustard jobs have unveiled new plans to support the local community, through charity fundraising and volunteering practices. As part of this redefined commitment to charities and the wider community, they’ve announced a partnership with the well-loved Wallace & Gromit’s Grand Appeal.

mustard have appointed a charity committee to lead the charge, whom will be responsible for all fundraising and volunteering activities. Supporting and empowering staff and clients to get involved and make an impact.

As a Recruitment Agency for the Creative Industries, they’ll be getting creative with the fundraisers that they put together. With a top-secret stash of ideas up their sleeve, all will soon be revealed.

“We’re taking mustard’s charity and volunteering contributions to the next level. Working with Wallace & Gromit’s Grand Appeal is extremely exciting, not only for our committee but for the entire business.

We hope this charity of the year partnership with The Grand Appeal, will help to provide sick children and their families with the support they need. It’s an honour to be working with them.”

Phil Boshier, Associate Director of People & Culture

Wallace & Gromit’s Grand Appeal is the official Bristol Children’s Hospital charity, that helps save the lives of sick children and supports their families. Being a stone’s throw from the mustard office, and with a large proportion of the staff having young kids, supporting Wallace & Gromit’s Grand Appeal was a no-brainer for the team.

“We’re thrilled to have the support of mustard. Our charity partnership means we can work together towards a brighter future for the children and families at Bristol Children’s Hospital. Thanks to the generosity of brilliant Bristol businesses like mustard, we can fund everything from life-saving equipment to free accommodation for families, medical research, and so much more.”

 – Helen Haskell, Head of Fundraising (Corporate)

How to use language to foster stronger, happier, more productive relationships.

Words: Simeon de la Torre, SIM7.

The language that an organisation uses in its content, copywriting and comms influences not just how it is perceived, but how it makes audiences feel. It’s a complex, nuanced arena, but there are a handful of golden rules to remember around using brand language that’s appropriate and inclusive.

First up: what’s DEI?

Diversity, Equity, and Inclusion (DEI) aims to make everyone within an environment, regardless of race, ethnicity, religion, ability, gender or sexual orientation, feel supported and welcome.

Why is it better to use inclusive language?

According to Deloitte, companies that embrace inclusivity and inclusive language have 22% lower turnover rates, 22% greater productivity and 27% higher profitability. Externally, those companies have 39% higher customer satisfaction.

Rule #1 Avoid certain ways of identifying people

Only use race, gender, gender identity, ability, age, sexual orientation, etc. to identify people when strictly necessary, otherwise doing so can draw attention to something about someone’s characteristics that might make them feel different or excluded.

Rule #2 Use people-first language

People-first language prioritises the individual. This is an especially useful point to remember when talking about people who have disabilities.

For example, it’s better to say ‘a person with a disability’ than ‘a disabled person’. The former implies that the disability is a secondary characteristic rather than a defining one. But as mentioned in #1, it’s best to simply avoid mentioning disability unless relevant or strictly necessary.

There are a few exceptions to this point. The deaf community, for instance, generally prefers the term ‘deaf person’ to ‘person with deafness’. If in doubt, it’s best to ask.

Rule #3 Be wary of connotations

Terms such as ‘sexual preference’ or ‘preferred pronouns’ can be problematic. ‘Preference’ implies choice, and that can create a false impression. It’s best to err on the side of caution and use the terms ‘sexual orientation’ and ‘pronouns’ instead.

Rule #4 Avoid inappropriate references

Try to avoid using terms such as ‘bipolar,’ ‘OCD,’ ‘ADHD’ or ‘ASD’ as metaphors, especially in a jokey context. These are real disabilities and disorders. Using their names to refer to things they aren’t can offend people who have them.

Rule #5 Use gender-neutral language

Yes, you may often use language with a specific audience in mind, but pronouns are generally best avoided.

When making a hypothetical point – ‘if he or she went for a walk’, for example – the ‘he or she’ clause is unnecessary, and including it can make non-binary, gender non-conforming or genderqueer folks feel excluded.

When in doubt or when using a pronoun is necessary, ‘they’ is a good choice. It’s gender-neutral and can be used to refer to an individual or a group, so has all bases covered.

Rule #6 Avoid universal phrases

Jargon is often best avoided and it’s a good idea to think before using idioms – not all translate well across cultures.

Rule #7 Avoid using your group as the reference group

Using your group as the reference group can imply it’s the norm and that other groups fall outside that norm. Terms like ‘non-white’, for example, imply that white people are the norm and everyone else, a deviation.

It’s best to take care when saying…

Guys

This term is best avoided when speaking to or referencing a group that contains non-male members.

Good alternatives: ‘Folks’, ‘you all’, ‘everyone’, ‘team’.

Girls/ladies/gals

If she’s over 18, she’s an adult. And take care when saying ‘ladies’ and ‘gals’, these terms can be patronizing. Good alternatives: ‘Women’, ‘people’.

Handicap/handicapped

Today, ‘handicapped’ is considered impolite.

Similarly, when talking about people with disabilities, avoid using terms like ‘afflicted by,’ ‘victim of’, ‘suffers from’, and ‘confined to a wheelchair’. ‘Challenged’, ‘differently abled’, and ‘specially abled’ are best avoided too.

Good alternatives: ‘Disabled’, ‘person with a disability’.

You might also consider…

Mentioning pronouns

Including pronouns – he/him, she/her, they/them – in email signatures can help non-binary, transgender and other folk feel more included.

Trigger warnings

If you’re going to publish content  that has the potential to trigger people, it’s a good idea to add a trigger warning to that content. Forewarning people about potentially offensive content can help prevent causing offence.

Writing for web accessibility

People with certain disabilities can have difficulty navigating online content. We can all help ensure the content we create is accessible. See our designing for accessibility cheat sheet for useful tips.

Keeping up-to-date

Inclusive language best practice is constantly evolving. Periodic refreshers are a great way to stay up to date. Taking a moment to think about how the language you’re going to use is inclusive often goes a long way, too.

To learn more about creating an inclusive brand, visit https://sim7creative.co.uk/ or get in touch with Sim (he/him): sim@sim7creative.co.uk

As we outlined in our new year message in January, a key focus at Bristol Creative Industries is boosting workforce diversity in creative businesses and helping to grow the talent pipeline for our members.

Our report, A creative force to be reckoned with: Unleashing the power of Bristol’s creative industries, found that accessing talent with the right skillsets was the biggest challenge facing more than a third of creative businesses in the south west. 

It also showed that increasing diversity and inclusion was a significant priority for six in 10 creative firms, but 21% admitted they were struggling to recruit talent from diverse backgrounds, and 48% wanted more help finding diverse employees from underrepresented groups.

In this post, we outline the initiatives in the Bristol Creative Industries Talent Programme which is focused on tackling those challenges.

If you’re not yet a BCI member, join here to take advantage of the member exclusive initiatives.  

If you’d like to join us as a BCI Talent Partner, read the final section of this post.

Equity, diversity and inclusion training for BCI members 

Research shows that diverse teams are more creative problem solvers, bringing fresh perspectives to solutions, against the echo-chamber effect that results when people in a business come from too-similar backgrounds. With a strong focus on diversity and inclusion, employees feel valued and that they belong.

To help Bristol Creative Industries members achieve this, we have partnered with The Hobbs Consultancy to provide on demand equity, diversity and inclusion (ED&I) e-learning. 

The CPD certified online course consists of modules to help you bring about positive change in your business, understand the key challenges in the way for different groups, and explore your own biases and how to overcome them.

The training modules take an in-depth look at different diversity and inclusion topics: race, disability, LGBTQ+, neurodiversity, gender (split into female leadership, masculinity, gender identity), age and social mobility in the workplace.

The price of the training for BCI members is £120+VAT. All profits will be ploughed back into our youth engagement activity.

To access this brilliant training opportunity, log into your Bristol Creative Industries account and click on the ‘members’ training’ section.

Opportunity to mentor high potential young people

We have to start engagement at school by raising the profile of the creative sector to a wider and more diverse audience. To do this, we’re developing ways to bring together creative business members and future talent through mentoring. 

We are thrilled to have launched a partnership with The Early Careers Foundation (ECF), a social mobility charity that works with young people from low-income backgrounds to ensure that talent and hard work are what determine their career success, not background.

Through its mentoring programme, ECF pairs employees from partner organisations with 16-18-year-olds for monthly hour-long mentoring sessions.

Thanks to our new partnership, BCI members can now become a mentor and support a young person in building their confidence, developing their employability skills and offering invaluable professional guidance.

Applications to become a mentor close on 1 August 2024. 

To find out more about how you can get involved, read this post

Bristol Creative Industries Internship Programme

Our groundbreaking Bristol Creative Industries Internship Programme with Bristol social enterprise Babbasa launched as a pilot in 2023. It is aimed at young people from diverse backgrounds wanting to gain more insight and real experience in the creative industries.

As well as benefiting the interns, the scheme also educates employers to help them build inclusive workspaces that are ready to welcome young people from low income and underrepresented backgrounds.

Brilliant agencies from the BCI member community stepped up to provide paid placements to a group of fantastic interns during the pilot which resulted in many successes including full time jobs following the placements. 

The programme has returned for 2024 with more creative businesses offering a wide range of roles in marketing, public relations, design, branding and advertising. 

We recently closed applications from potential interns for the second cohort and were delighted to see an increase in responses compared to last year. 

For the latest updates from the programme, keep an eye on our blog and social media (X, LinkedIn, Facebook and Instagram).

Influencing the curriculum and driving change

We have committed to an annual programme of round tables with key post 16 education providers in the region including colleges, academies and universities. 

Our aim is to promote creative careers to staff and career advisers, drive applications to our internship programme and explore how we can promote the creative industries to students already studying. 

We also have this regularly updated guide to creative industries-related further and higher education courses in Bristol and Bath to make young people more aware of their options. 

Become a Bristol Creative Industries Talent Partner

By joining the programme as a partner, you’ll help to fund all of our activities that support 

underrepresented groups entering the creative industries. Your support is vital to ensure we have a healthy and diverse talent pipeline.

For more details, contact Alli Nicholas, BCI membership and operations manager, at alli@bristolcreativeindustries.com, or Lis Anderson, BCI co-chair, at lis@ambitiouspr.co.uk