Peter Dixon, Senior Partner and Executive Creative Director, recently joined Prophet’s Hong Kong team after relocating from Austin, Texas in the U.S. With a background that spans architecture, design and brand consulting, Peter brings a rare blend of perspectives to his work. His award-winning programs have shaped every dimension of brand experience—from strategy development to prototype design, customer experience concepts and merchandising innovation. 

Peter is no stranger to Asia, having partnered with leading companies including Emart, Samsung, Nissan, Walmart and more. In this conversation with Alan Casey, Senior Partner and Asia Regional Lead, Peter reflects on his journey as a consultant, creative and explorer—and shares what excites him most about working in Asia. 

As you relocate to Hong Kong, what excites you about helping businesses in today’s Asian markets versus other regions? How has your past work in Asia shaped your perspective on branding and experience innovation? 

Peter Dixon: When I began my career in offshore construction, I spent significant time in Southeast Asia, India and the Middle East. That experience, though technical in nature, sparked my curiosity about art, culture and design—and gave me an early appreciation for how different cultural contexts shape how people experience the world. 

At Prophet, I helped establish our Hong Kong studio years ago and I’ve seen firsthand how Asian businesses are both deeply rooted in tradition and incredibly fast to adopt new models of growth.  

Just look at our work with Emart, South Korea’s leading retail group. To meet the region’s fast-growing retail market, we partnered with them to bring a new retail format from the chairman’s whiteboard sketch to opening the first store in just 100 days. The concept, named Traders by Prophet, launched to great success and grew to 10 locations in its first three years—creating a US$1 billion brand. 

Prophet helped Emart to launch a winning retail concept in just 100 days. 

There are many examples across Asia where ambitious brands turn bold ideas into success stories, even in the face of immense complexity. What excites me now is the chance to work at this intersection: bringing Prophet’s global approach to uncommon growth while tailoring it to the unique pace, creativity and ambition of Asia’s markets. 

Reflecting on your proudest projects, what made them impactful? Can you give one or two examples, and how do those principles apply to Asian businesses today? 

Peter Dixon: The project that unlocked everything for me was the rebrand of the Nissan dealership network in 2000. It taught me you didn’t need to have the biggest portfolio or the most experience in a category to earn trust. What mattered was coming to the room with a thoughtful approach, good stories and strong chemistry. 

That lesson carried into other transformative projects I later led—from McDonald’s to AB InBev—where we combined rigorous strategy with bold creativity to deliver impact at scale.  

Prophet helped AB InBev capture and amplify its bold mission to “Dream Big for a Future with More Cheers.”  

For Asian businesses today, I think the same principles apply: lead with insight, build trust through storytelling and design experiences that resonate both locally and globally. 

In the age of social commerce and AI, why do you believe physical experiences and emotional branding are more critical now? How should brands balance digital efficiency with human-centric design in Asia’s hybrid retail landscape? 

Peter Dixon: Contrary to prevailing sentiment, I believe we’re on the cusp of a golden age of retail. With the ease and convenience of digital channels, what becomes obsolete is not physical retail, but bad or unthoughtful retail. 

In Asia especially, where digital transformation is lightning fast, the role of physical experiences is to be more immersive, contextual, rewarding and personalized—places where customers feel recognized and respected, even when interacting with machines. At the same time, artificial intelligence has the most potential in shaping the future of branding and customer experiences both in how brands and experiences are created and how it affects interactions with customers. I believe AI will make things easier—faster and more convenient—and better—more personalized, enriched with content and memorable. The opportunity lies in designing experiences that integrate both: the efficiency of digital and the humanity of physical. 

Hong Kong sits at the crossroads of East/West business cultures. How will you adapt Prophet’s global approach to uncommon growth to serve clients navigating diverse APAC markets? 

Peter Dixon: I’ve always believed in breaking down silos between strategy and creativity. At Prophet we’ve built teams that are more fluid, interdisciplinary and global, recruiting what I call “creative strategists” and “strategic creatives.” That model has allowed us to work seamlessly across New York, London, Hong Kong and beyond, to deliver “from insight to impact, faster.” 

Hong Kong, sitting at the crossroads of East and West, is the perfect vantage point for this approach. Many clients here are navigating diverse markets—each with its own cultural nuances—while also needing to tell a cohesive global story. Our job is to bring the rigor of strategy, the power of creativity and the agility of cross-cultural thinking to help them achieve uncommon growth. 

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Artificial Intelligence (AI) intersects with LGBTQIA+ advocacy in powerful ways. As we explore the landscape of queer visibility and progress, AI plays a crucial role in shaping conversations, amplifying voices and fostering understanding. However, AI faces challenges related to discrimination, as biases in algorithms can perpetuate harmful stereotypes. By addressing biases and promoting inclusivity, we can harness AI for positive change.  

Recently, during a virtual event hosted by Pride @ Prophet—the firm’s LGBTQIA+ employee resource group—an internal panel of AI experts and users engaged in a thought-provoking discussion on the intersection of AI and identity. 

Pride @ Prophet Panel Discussion 

Every June, Pride @ Prophet hosts interactive panel-led discussions on topic areas that delve into the queer community’s intersection with workplace, culture and DEI trends. This year, our panel focused on the convergence of Artificial Intelligence (AI) and identity. Given AI’s increasing influence in the workplace and its implications for diversity, equity and inclusion (DEI), our hybrid presentation featured a live ChatGPT demonstration alongside an expert-led discussion. The event was engaging and informative for the global Prophet community. 

Pride Panel 6/12/14 starting from the top left to right Ashely Burgess, Jesse Smith, Mario Mugrace, Christian Cortes 

AI and Biases Around Identity 

Panelists discussed the explosion of AI-driven technology emerging in the workplace in just the past year alone and its lightning speed pace in which queer identity is being extrapolated from complex data sets that are rich with knowledge but littered with biases around identity, DEI and the ongoing crusade towards equality and inclusion.  

For instance, sexual orientation and gender identity are often missing or hard to measure in data because they can’t be directly observed. This absence perpetuates inequities and opens the door for algorithmic discrimination. Researchers and organizations like Queer in AI are actively addressing this issue. They anonymize data and explore ways to mitigate bias in large language models (LLMs) to ensure fair representation and avoid perpetuating stereotypes. By promoting inclusivity and cooperative AI systems, we can work toward a more equitable future. 

Inherent Queerness in the AI Industry 

Another topic explored was the inherent queerness within the AI industry. Influential leaders like Sam Altman openly embrace their queer identities both personally and professionally. And groundbreaking platforms such as ‘AI Comes Out of the Closet’ are shaping a uniquely queer industry within a predominantly heteronormative technology landscape. 

“AI Comes Out of the Closet” is an innovative system developed by researchers at the Massachusetts Institute of Technology (MIT). It merges AI technology with LGBTQIA+ advocacy by simulating social interactions related to “coming out of the closet.” Users engage with AI-generated virtual characters, allowing them to refine their approach to LGBTQIA+ support in a safe and controlled environment.  

Live Demonstration: ChatGPT & DEI 

The session took an exhilarating turn as our AI experts engaged in real-time interactions with OpenAI’s ChatGPT software. Crowd-sourced word prompts were quickly transformed into three paragraphs per second of generated content. Nearly 100 Propheteers participated, dissecting the platform’s tone regarding diversity, equity and inclusion (DEI). They explored the accuracy and usefulness of the responses, as well as the platform’s limitations related to identity.  

The prompts spanned from practical requests like ‘Give me 10 reasons why workplace acceptance is crucial for people who identify as queer’ to creative challenges such as ‘Compose a Shakespearean Sonnet about a queer professional coming out at work, infused with an Aussie flair.’ The platform’s captivating responses fueled even wilder crowd-sourced inputs, including cultural colloquialisms and their reflection in the generated content. 

Image 1: ChatGPT Prompt and Answer 

Conclusion 

The session concluded with our experts and attendees sharing real-world examples of how AI has empowered their day-to-day work, particularly in the context of DEI-related initiatives at Prophet. Our global community gained valuable insights, practical tips and cautionary considerations for using these platforms, especially when discussing sensitive topics like identity, DEI and broader LGBTQIA+ advocacy. 

I had a great time moderating this panel and want to thank the panelists: Jesse Smith, Mario Mugrace and Ashely Burgess. 

Other exciting Pride @ Prophet programming this month includes: 

• Lunch & Learn: Identity & Innovation with the Co-Founders of Ringlet, a social planning technology with big ambitions to fight the loneliness epidemic. 
• Keynote Speaker: Queer Code and Migrant Consciousness: Crafting a New Poetics of Home with Halim Madi, a global poet whose work delves into queerness, the immigrant experience and the vivid colors evoked by plants. 
• Local Events: Pride Social Gatherings in Prophet’s offices in New York, San Francisco, Chicago and Austin. 

Happy Pride Month! 🌈 

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December has finally arrived, bringing along cooler temperatures, festive lights and the season of giving. Black Friday and Cyber Monday may have ended, but the holiday spirit has only begun. At Prophet, we believe that ESG is core to a business’ sustainable growth. Our ESG team has honed the firm’s efforts this year by supporting 18 ESG pursuits, publishing six ESG-influenced articles and sharing two research reports highlighting ESG themes. That’s why in this year’s gift guide, we have decided to show our support for these ESG-driven initiatives again and address the 37% of surveyed consumers that said sustainability will significantly affect their holiday shopping decisions.  

The holiday season frenzy brings the climate risks of consumption to an all-time high, from plastics and packaging to tons of wasted resources. Amidst this time of increased consumer demand, there’s an ethical concern if the individuals working in many production factories are receiving fair compensation and having their well-being prioritized. 

But it doesn’t have to be this way. We can all help create a new future of sustainable and ethical shopping from brands that are doing their part and going above and beyond to make a positive change for our world. 

By reaching climate neutrality, using recycled materials, and contributing to sustainability and social initiatives around the world, we’ve pulled together a collection of noteworthy brands that can be the next stop on your holiday shopping list this year. 

For the Always Active Consultant with a Penchant for Nature and Traveling   

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Cotopaxi offers outdoor gear and apparel for the adventurous-hearted. As a Climate Neutral Certified organization, the brand incorporates repurposed, recycled and responsible materials in 94% of its products. It also plans to increase this number to 100% by 2025. On designated Giving Tuesdays, Cotopaxi donates 100% of purchase profits to fight poverty through its own foundation. The brand prioritizes ethical sourcing through rigorous codes of conduct and audits, as well as offering a (Re)Purpose Collection that uses leftover fabrics from other companies. Our new Prophet hip packs came from this same collection! 

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Noso patches offer an alternative, sustainable solution for repairing your favorite gear. They have designed (stylish) stick-on patches that can be used to repair tears and holes on outdoor apparel such as jackets and pants that tend to get damaged. This prolongs the lifecycle of the products and keeps them out of landfills, a win-win for sustainability. Noso recently adopted a new carbon credits program that allows customers to calculate the cost to compensate for the carbon emissions associated with their purchase, and the extra fee goes towards certified climate investment partners. 

For the Activewear Enthusiasts Who Like to Hit the Gym in Style   

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Fox & Robin is an activewear brand and Certified B Corp, with sustainability initiatives such as donating 1% of all sales to environmental NGOs and using plastic-free packaging. To prioritize responsible production, quality products, and reasonable pricing, the organization has chosen to mitigate costs by spending next to nothing on paid ads and relying on organic advertising. The company is also the first and only activewear brand to disclose its factory workers’ wages to promote greater compensation transparency. 

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Allbirds is known for its comfortable and stylish footwear, but it also sells a variety of other apparel. The shoe brand is committed to reducing its carbon footprint to nearly zero by 2030 through initiatives such as renewable materials, regenerative agriculture and responsible energy. Allbirds tracks progress to its goals by measuring emissions through materials, manufacturing, transportation, product use and end of life. When shopping on its website, you can see a detailed sustainability breakdown for each product. 

For the Content Creator Preparing for Their Next Gram-Worthy Picture 

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Everlane is a modern clothing and essentials brand that describes itself as embodying “Radical Transparency”. The brand only works with factories that score 90 or above on factors such as fair wages, reasonable hours, and environment, and even reveals the true costs behind its products to customers. Everlane has committed to science-based targets to reach net-zero emissions before 2050 and includes a strategic breakdown on mitigating Scope 1-3 greenhouse gas emissions on its website. Each of its product listings also includes a sustainability breakdown of its materials and construction. 

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Thousand Fell specializes in comfortable, everyday sneakers made from sustainable materials. The company strives towards a zero-waste closed-loop future by recycling its old sneakers to make new ones, and it has spent over three years designing a supply chain that allows the brand to make a circular lifecycle for sneakers a reality. Thousand Fell also offers its customers shopping credits for sending in old clothing so that it can be recycled and stay out of landfills. 

For the Wellness Seeker in Need of a Caffeine Kick or Relaxing Cup of Tea 

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Pukka Herbs creates organic herbal teas and supplements for a variety of associated health benefits such as digestion and immunity. The company has built itself upon the values of organic farming, fair trade and conservation through commerce. Pukka is Fair for Life certified, donates 1% of revenue to environmental and social causes and has been climate neutral since 2019. 

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Grosche offers drinkware products for coffee, tea and water while using proceeds to fund its safe water project. Through this project, every product sold by Grosche funds 50+ days of safe water for those in need. Among its many initiatives, the company diverts 91% of its waste away from landfills, operates on 100% green renewable energy and has had a negative carbon footprint since 2010. 

For the Remote Worker Looking to Level up Their Household Items 

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Full Circle Home creates sustainable and stylish home care products. The company is climate neutral and now has hopes of becoming plastic neutral. Full Circle aims to be 100% plastic-free packaging by the end of the year and use only recycled plastics in its products by 2050. 

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Made Trade is a women-owned and family-run business that offers a variety of home goods, furniture, clothing and accessory. The company prides itself on verifying and vetting each of its products to ensure it meets its core values of equity, sustainability and transparency. Made Trade is Climate Neutral Certified and allows customers to filter product searches by specific criteria such as sustainable, vegan and fair trade. 

For the Employee Always Working Overtime    

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Yolélé strives to create economic opportunity for smallholder farming communities while also sharing ingredients sourced from Africa with the world. The company offers Fonio chips made out of ancient West African grains, as well as spice rubs and pilafs. By using these ancient grains in its product offerings, Yolélé connects small farming communities with local and global markets, allowing the farms to support themselves from agriculture and increase food sovereignty in the region. 

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Misadventure takes a new take on vodka by offering the world’s first-ever carbon-negative consumer good. The company fights against the growing food waste problem by taking food waste–specifically from baked goods– and using the starches to create its alcohol. Misadventure’s mantra is centered around “hedonistic sustainability”, the idea that you don’t have to punish yourself to do good and it has done a great job. 

Don’t see anything that catches your eye? No problem – check out this website to search through thousands of Certified B Corporations that are committed to doing their best for the environment, for employees and for the community. 

While we hope this guide serves as inspiration; sustainable gift-giving can go beyond what money can buy. The ultimate sustainable gift can be the one you make yourself or a special experience you share with others. Our recent Prophet Impact Auction showed the breadth of limitless creativity– from painting lessons and crocheted items to professional coaching and Pickleball games– the possibilities of giving sustainable (and deeply appreciated) gifts are endless! 

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At the core of an organization sits its DNA, which includes its purpose, values and Employee Value Proposition (EVP). A strong DNA can inspire, provide clarity and accelerate growth. And for the last decade, our purpose, values and EVP have done just that for our organization.   

But the world has changed– and so has Prophet. More than 60% of our colleagues started during the global pandemic. We’ve evolved from a brand strategy firm into a growth and transformation consulting firm, with a newly defined purpose. And, the needs of our clients have rapidly changed, which is why we recently redefined our values and EVP.   

Our new cultural touchstones are more modern, inclusive and transparent and directly connect to our aspiration as a firm. And while our values are not the right ones for every organization, we are proud of how we lived them out through the process of defining them. We believe there are valuable lessons for others looking to reinvigorate their organization through this kind of work.   

Four Best Practices for Creating Strong Values, as Shaped by Prophet’s New Values

Create with Courage

When something could be better, we don’t settle– we create. Pushing boundaries. Tackling the biggest challenges that grow our clients and move society. We put our heart into our work while applying our intellect, creativity and rigor to execute.

To power your talent strategy and drive top line growth, you need to be bold about your values. Ask yourself: “what are the mindsets and behaviors we need to connect our teams and power our business?” Create with Courage, Open minds, Give and Grow, Share Joy. 

At Prophet, our mission is to help our clients unlock uncommon growth. So, we challenged ourselves to not just evolve our values but to also step back and connect each value to that growth. Specifically our new value, Create with Courage, was created to help give every Propheteer the common language and inspiration to push boundaries and tackle the biggest challenges that face our clients and society.   

That courage also takes dedication. We expanded Prophet’s visual identity to create an “uncommon visual system”. We are measuring their presence to ensure we deliver our new values. We have updated our quarterly employee engagement survey to measure the impact our new values and EVP have on our employees. We will also be updating our external client survey to see how they are impacting the work and being experienced by our clients.  

Open Minds 

We’re united, but different, which allows us and our clients to achieve more together. It’s in our nature to seek diverse voices and embrace all backgrounds and lived experiences. By showing up honestly and openly, we discover new paths for connection and creativity. 

Values can’t be written in a boardroom. If everyone at the organization truly owns them, then your people’s voices need to play an important role in shaping them. This can be more difficult as your organization becomes more digital, global and hopefully diverse. 

We took a highly inclusive approach to develop our new values. We wanted to make sure we heard not only the distinct perspectives of our organization but also the new ways we work together. We used both synchronous and asynchronous input mechanisms and leveraged co-creative digital tools to maximize reach and input opportunities across our new hybrid organization. 

Our value, Open Minds, takes the traditional adjective of being open-minded and makes it a verb, encouraging each of us to actively open the minds of others and elevate voices that need to be heard.  Working with our head of DEI, we brought that lens to our full set of values to make sure they resonated and created psychological safety for our community.  

We also worked with our global leaders to ensure our values and EVP reflected our global organization. To do so, we collaborated with our international colleagues to translate our values into Mandarin Chinese and German to ensure the translation reflected the true meaning of our values. 

Give and Grow 

There’s no shortage of generosity here. We invest in the personal and professional growth of our people and our clients, by being a coach, a sounding board or a cheering section. We all have unique needs and goals, but we’re in this together- and by offering our time, empathy and brainpower to support the collective potential of our teams, clients and communities, we all flourish together. 

Introducing and living new values and EVP is a long-term journey, which is why they need to be aspirational but clearly define the path forward.  

Our value, Give and Grow, is anchored in the truth of our business. How we drive uncommon growth is through our people. And our people require support in their growth pathways to continue living out our purpose. Prioritizing the investment we make in each other and celebrating that outcome is critical to our success. When asked what makes Prophet different, this willingness to support each other, our clients and our communities sings loud.  

But we’re not done, and we have room to grow across all of our values. Through our research, we have identified which parts of our business resonate with each value most to guide how we invest in creating new tools and guidance in strengthening our connection.  

One immediate change we made was connecting our new values directly with our kudos system. Within days, we saw everyone take ownership of the values and recognize each other for living their values. We were able to transform our kudos system on our company intranet into a self-sustaining storytelling system. 

Share Joy 

Joy is vital– to our relationships, our work and our well-being. We don’t take ourselves too seriously, enjoying the ride, while making time for what brings us joy. Protecting it. Sharing it. It feeds our spirits, and keeps us connected to what, and who, really matters to us. By building in more space for rest, community and fun, our humanity shines a little brighter. 

Values and EVP should be fun!  Joy is vital to work and what keeps people energized for whatever is to come. Of course, it’s important to prioritize clarity over cleverness, but having values that reflect your organization’s culture is paramount.   

We had quite a bit of fun making our values. Of course, the core team that built them enjoyed many puns, a mid-workstream magic show, moments of in-person collaboration and the rush of creativity in delivering exciting work.   

But we made sure to share that joy with the rest of the organization. Leading up to the launch, we offered a “tease” previewing fake values, including values that we would never have used like, “likability.” At the launch, we made light of some old habits from our previous values and encouraged “uncommon” attire that worked perfectly for one office’s Halloween party.  

We also gave out individually uncommon hip packs made from sustainable materials filled with custom decks of cards that reflected the unique shuffles we made as a team. The kick-off was a communal, celebratory and exciting moment for our team.   

Check out our new values.  

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Summer is in full swing, and everyone is excited to bathe in the summer sun, relax in the heat with a refreshing drink and, of course, finally read the book(s) that have been collecting dust on the shelf. Every year, we ask Propheteers to create a book guide of their favorite reads for their clients, peers and those who are consulting curious! So, if you’re not on #BookTok or are unsure which tales are worth your time, take a dive into our compilation. You may find your next favorite here. 

Our Consultant-Curated Summer Reading List:

The romance book that goes beyond the cliché

The mystery book you will not be able to put down

The fantasy book that will enchant you

The coming-of-age novel that will evoke your own self-discovery

The sci-fi short story collection that takes you to a dystopian world

The poetry collection that will tug your heartstrings

The memoir that has gripped our hearts

The science book that Prophet’s healthcare practice couldn’t stop talking about

The true-crime book of the century

The Pride book that not only tells you but shows you its history

The marketing book that bewitched our consultants

The essay-turned-book about how humanity has shaped today’s world

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As I left New York City for Cannes, I was both nervous and excited, unsure of what to expect for the week ahead. I was proud to be selected as one of 30 global participants under 30 for the Cannes Lions Brand Marketers Academy– a weeklong program for rising stars in marketing to come together and learn from leading CMOs and CEOs. I was looking forward to meeting some amazing people from many different industries and brands. Nothing, though, prepared me for such a mind-blowing experience–personally, professionally and as a global citizen. 

Of course, I have plenty to dish about. To name a few, I finagled my way into Spotify’s private Dua Lipa concert; I bumped smack-dab into Ryan Reynolds; I heard Paris Hilton speak articulately about Web3; and when human-rights activist Malala took the microphone, I admit, I cried. 

As I sort through my notes and memories, still reminiscing about an incredible farm-to-table dinner from my stopover in Paris, I know at least seven Cannes-backed ideas are going to shape my career and fuel the work I do for brands. 

1. Be a Climber, Not a Camper 

Many speakers, including marketing execs from Procter & Gamble, GSK, Google, Meta, Mastercard and Activision Blizzard, talked about the importance of developing a growth mindset, embracing ambiguity and always looking to learn. In fact, the best advice that all these industry titans kept sharing was: The second you get bored in a role, you know it is time to switch and take on a new challenge to learn.  

Climbers are always growing and must ensure their personal and professional brands are solid before reaching the top of the mountain. But these world-class marketers use that philosophy in a more generous way, helping others shine. While you will encounter campers throughout your career, and not all feedback is good feedback, it is clear that these leaders see building ladders and bridges for others as a critical part of the growth process – as demonstrated by the time they spent in our classroom during the week. 

2. Creativity + Empathy = Business Impact 

Marketing results run on great campaigns and solid brand building, and Cannes Lions exists to celebrate them. Yet these CMOs hammered home that true creativity cannot connect with people unless it is rooted in empathy – real “I see you” levels of compassion. 

Empathy requires active listening to consumers and coworkers. Marketing is not a democracy, of course. But great leaders must provide safe spaces for diverse thoughts, disagreement and debate. 

And I will never forget this advice as the most important way to evaluate new creatives: You only see work for the first time once. What do you see? Is it different? Is it expressing the brand in a new way? How does it make you feel? 

3. When It Comes to DEI and ESG, Gen Z Has X-ray Vision 

People get tired of members of Gen Z painting themselves as great truth-tellers. But in this area, we are already experts at spotting the malarkey. Much research confirms that Gen Z is more alert to all manners of green, pink and rainbow washing. And as I sat with the other global academy students, listening to frequent diversity, inclusion and sustainability pitches, I’m happy to report young marketers are even more attuned. I came home 300% convinced: If brands and companies cannot pursue these essential goals in transparent and authentic ways, they shouldn’t bother. Gen Z (and others) will see right through them.  

4. The Marketing World Needs More Ikigai 

For all the talk about brand purpose, I didn’t know of the centuries-old idea of “ikigai” until Jim Stengel, a consultant and former CMO of P&G, preached this. It means “reason for living”–the purpose we feel we are here to fulfill. It is easy to get sidetracked by what others want from us or expect us to be, personally and professionally. His challenge to all marketers is to discover what we are passionate about, what we love doing. What is your superpower? What are people giving you feedback on? Know your own brand and strengths. Whose life do you admire? Design your own ikigai to fit this purpose. 

5. Push Deeper Into Authentic, Human-Centric Brand Insights to Unlock Value  

Most of us believe we understand the brands we work on. But with no linear path to purchase or an expanding customer ecosystem, the definition of what is on or off for a brand is constantly being tested. The brand experience must be consistent and authentic – across real-life and metaverse touchpoints. When companies genuinely understand what a brand is good at, we can find new ways to add value to consumers. We can navigate between the virtual and real worlds with that human-centric truth. 

6. Embrace the Next Big Thing 

Every speaker stressed how important it is to give up the idea of being right or perfect. Throughout my time at Cannes, the importance and power of embracing mistakes were emphasized.  

One thing that is not okay according to these presenters? Marketers not being at least a little curious about new trends and technology, even if it turns out to be an inconsequential fad. Curiosity and knowledge are essential tools. Lose it, and you become irrelevant–no matter how tenured you are in the business.  

Marc Pritchard, P&G’s Chief Brand Officer, epitomizes that next, new thing with passion, essentially firing himself every 18 months from a category within the business. With each reinvention, he is looking to learn more about disruption– from gaming, tech titans and yes, the metaverse– and is committed to infusing sustainability and DEI standards across all touchpoints. I especially love his confession that he doubts himself daily. As a result, he says he never “wings” anything and always prepares, meticulously. 

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We have been continuing to work on diversity, equity and inclusion efforts here at Prophet and have have made steady progress since our last update. We know that achieving representation reflecting the communities where we live and work will take time. And we are also learning a lot when it comes to the importance of understanding the complexity of inclusivity. 

While some organizational practices need to be changed to be more inclusive, we are learning that it is at the micro, one-on-one level where change and impact are being felt most. When everyone at our firm understands and makes a habit of small acts of inclusion each day, we believe that change can happen at scale. 

Propheteers are very proud of our culture, and we should be. But as our inclusivity efforts have strengthened, we sometimes bump up against defensiveness. Even among those who are the most vocal about adding diverse representation, there’s a resistance, or perhaps better put, lack of understanding, to becoming more inclusive in our work.  

We are trying to reinforce that bias does exist here and everywhere. There is no organization where bias does not exist. And so creating a truly inclusive culture means looking at the day-to-day interactions that happen throughout the firm. These connections are the foundations of the employee experience. In each moment, they give people a sense of belonging, letting them know they are valuable members of the team.  

In other words, inclusivity has to be addressed at every level of interaction – macro, corporate level, team level and individual level. The quality of those interactions and the relationships that develop determine how well and for whom the systems are working. 

So far, we’ve found three focus areas that are especially helpful. 

Learning New Language

The ability to have DEI-related conversations throughout an organization requires a common language, and the evolving list of terms initially feels unfamiliar. A first step has been starting small group leadership discussions and introducing inclusion concepts through unconscious bias and allyship training. We’re proud that all of our 600-plus employees have completed this work. 

That’s only a start, though. It’s important to keep talking to translate ideas into individual and collective action. 

Tokenism is one example. Building an inclusive team means gender diversity should be represented. But if a partner asks a woman to work on a pitch just because she’s female, that’s not inclusion. Tokenism is just for show–it’s performative. On the other hand, representative teams are intentionally built because if the goal is cognitive diversity, we know that identity diversity is critical to adding a valuable perspective that wouldn’t otherwise be there. Who we are in the world shows up in how we think and navigate the world differently.   

As a practice, leaders should question “Am I building a team that is as representative as possible?”  Slowing down to process and talk about decisions that impact the way we work can open up healthy dialogues and lead to better outcomes.  

The right language takes these daily conversations from defensive to pragmatic, hopefully making them more productive.  

Reconfiguring Networks

Internal networks–often invisible and informal–are places of exclusion in many workplaces. Remote work has made this even more challenging. Do the people who choose to go into the office, for example, have more access to certain leaders and the chance to develop relationships, while those working remotely may not? Or do certain groups have an easier time interacting and building relationships in a virtual group environment than others?

Making Intentional Connections

We are creating strong employee resource groups, which make space for people to build community and find support. These include Black@Prophet, Pride atProphet, Latino@Prophet and Women In Leadership. And we’re constantly looking for new ways to bring people with shared interests together. We need to do more, though. So we’ve begun opening up opportunities to learn about our leaders and different parts of the company. 

How Inclusivity Needs to Change Our Work

We are focused on moving inclusion beyond awareness through group training and individual coaching. We’re seeking more actionable strategies that impact the way we work, including business development and other go-to-market practices. By setting expectations, mitigating structural bias, and role modeling small acts of inclusion, we know that we can create a firm with imperfect people and their biases that nevertheless contribute to maintaining a healthy and inclusive environment.  

We know that more inclusive teams lead to more innovative and varied approaches to our work for clients, from broader digital transformation strategies to more accessible user experiences. We are trying hard to make this a consistent way of doing business. 

There’s growing urgency to these efforts. Like so many other companies, our work accelerated with the murder of George Floyd in May of 2020. It continues to speed up, fueled not just by the increasing awareness of racial and gender disparities but also by the Great Resignation’s tailwinds. An inclusive culture is key to recruiting and retaining the best people–that’s true for Prophet and every one of the clients we work so hard for. 

So we’re not slowing down. We’ve intensified our planning, becoming more intentional. We’re leveraging strategic approaches within campus, lateral and executive hiring efforts to increase the diversity of the candidate pipeline and, ultimately, incoming hires. And we’re systematizing our process, creating a scalable program based on business rules, such as an Inclusion Rule for diversity on interview slates. We’re completing contract-bound pipeline requirements for external search partners. 

We’re looking to our data to understand employee experience across all diversity dimensions. And we’re using that lens across the board to help ensure that we support diverse teams to lead clients to the best solutions.  

The end goal? A Prophet where one cannot predict a person’s success based on how they look, whom they love or whom they pray to.  To get us there we’re working to clarify and communicate each employee’s role in DEI. We’ll know we’ve arrived when DEI is no longer seen as the responsibility of a handful of people but as a new kind of thinking and behavior each of us brings to work every day. 

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