What D&I can Learn from Creative Professionals about GroupThink
Michael Stuber
Analyse DEI like a scientist + think like an activist + deliver like a strategist = propelling your DEI impact, benefits and progress (aka Engineering D&I)
In a rare self-critical tone, 54 percent of 500 surveyed creative professionals admit that peer conversations and selective news create ‘echo-chambers’ (aka group-think) that hamper creativity. The surprising honesty of the results may well serve as food for thought for D&I professionals.
Fielded in advance of the Cannes Lions International Festival of Creativity, new research reveals the existence and effects of group-think in an Industry that relies on diversity (and inclusion) of ideas. The survey results suggest that so-called echo chambers are created when like-minded people self-segregate and embrace information and ideas that support their opinions and beliefs. This not only solidifies polarised views (which is what currently happens in some societies), but also impedes creativity – and apparently, this is not a minor phenomenon: More than half (54 percent) of those (500) surveyed report that creative professionals are subject to group-think. Of those who think this is the case, most blame
- conversations with peers that confirm and align with their beliefs and assumptions (91 percent) and
- news that confirms and aligns with their beliefs and assumptions (91 percent)
as leading causes. “I wonder how many D&I professionals would admit that this also happens in their own field”, Diversity expert, Michael Stuber, comments the result. He is positively surprised that creative professionals show awareness for the dynamic in their area.
Diversity valued vs. the need for more inclusion: gaps identified
Most people would expect that diversity of thought is valued in creative environments. In fact, 71 percent of respondents say this is the case in their organisations. However, a larger group, 85 percent, believe organisations must do more to encourage a diversity of ideas. Most survey respondents suggest that interacting with people who challenge their beliefs and assumptions (95 percent) or learning about cultures that challenge their beliefs and assumptions (94 percent) will help to overcome group-think. “Looking at the wide-spread consensus about current D&I approaches and a number of ‘good practice’ networks or platforms, both could also help in the D&I arena”, Stuber notes.
Professional focus on deeper level differences can be dangerous
As other surveys and studies before, race and gender were ranked on the bottom of the list of variables that are perceived (!) to have impact how creative ideas are developed and chosen, with
- personal experience (87 percent) topping the list in shaping creative ideas, and
- work experience (70 percent) and personal experience (61 percent) mattering most in choosing ideas.
D&I experts know this phenomenon – that personal demographics are not seen as immediately relevant diversity factors – and the diversity iceberg provides a holistic model to deal with it. For people always come as full packages and variations on deeper levels should (statistically) be reflected around and above the waterline as well. And this connection is shown by many other studies, including empirically robust ones.
The filter bubble multiplies confirmatory and availability biases
For executives in the Creative Industry “This survey is a wake-up call,” as Karen Strauss phrased it. She is partner and chief strategy and creativity officer at Ketchum, the communications firm that engaged Fast Company to carry out the survey. “The effect social media has had on limiting interactions with people who disagree with us and filtering information so it confirms existing views extends to our creative process,” Karen pointed out and added that the findings underscored the need to seek and embrace dissent to break free of conformity and groupthink. Her interpretation echoes almost exactly the dynamics that Diversity guru, Michael Stuber, described in the first part of his key-note “Who are we?” on the future of D&I, in February 2017 in Mumbai.
The Role of Age and Gender in Creative Echo Chambers
Another analysis of the study results will be of particular interest to D&I professionals: The study found only slight differences in how the generations perceive group-think. Nearly two-thirds (62 percent) of Gen X-ers believe the creative echo chamber exists, while half of Millennials (54 percent) and Boomers (52 percent) agree. When asked what factors contribute to the shaping of ideas, each generation ranked personal experiences number one (91 percent of Millennials, 83 percent of Gen X and 84 percent of Boomers). However, when it comes to selecting ideas, Millennials favour data (75 percent), Gen X-ers rely on customer feedback (76 percent) and Boomers cite work experience (68 percent).
While such insight is helpful and interesting, D&I professionals can create a different kind of value form this study by reflecting on their own tendency to be subject to group think. For this purpose, we have created a unique Checklist for D&I Practitioners
Thanks Michael. I love the checklist and it's such a good reminder of the importance of regularly communicating with people whose views are completely different to mine. One way I have done this over the years is to surround myself with mentors - some who I can aspire to be and are similar to me and some who are completely different and whose ideas often challenge my opinions and thoughts.