What is a DEI Consultant & The Benefits for Businesses

DEI consultants are perhaps more popular now than ever before. They are often cited as a first line of defence, whether it is for accessibility issues, barriers to employment, or even questions around inclusion.

But what is a  DEI consultant, and how can they help out businesses? In this article we will be answering all those questions.

What is a DEI Consultant? 

Broadly speaking, consultancy is generally defined as an individual or an organisation using their skills or expertise to solve an issue for an external organisation or business. They may be called upon to solve issues such as leadership, organisational strategies, social media output, or even recruitment retention. 

When we talk about a DEI (Diversity, Equity and Inclusion) consultant, we’re referring to a professional who uses their lived experience, such as being Disabled, in order to advise in their role. They may also advise on other forms of diversity, like being a member of the LGBTQIA+ community. 

Why use a DEI consultant? 

A business may wish to work with a DEI consultant to tap into specific markets in an authentic way, like the Disabled community. 

This makes sense especially when we look at the data, as 24% of the UK population is considered to be Disabled. In the USA, this is estimated to be one in four adults, and this number is only expected to grow in the next decade. 

And it’s not just the size of the community, their spending power is estimated to be worth £274 billion per year. There is a real commercial opportunity for brands there, as inaccessibility means that around £2 billion is lost on the high street each month, owing to physical barriers preventing disabled customers from taking part. 

A DEI consultant can provide brands with powerful guidance to fully take advantage of this untapped market, especially when consultancy services are combined with inclusive research.

Remember that for every step into a physical store, you could have lost yet another potential client! 

Benefits of Working With a DEI Consultant

Working with or employing a DEI consultant means a business can access a range of different benefits:

Compliance with Relevant Legislation 

Inclusion in the workplace is a great way to comply with the relevant legislation; the UK has the Equality Act, which bans the practice of discrimination against Disabled people, as well as assuring their right to reasonable adjustments to bypass barriers in the workplace. Compliance with the relevant legislation also protects your business. 

Want to hear a real, firsthand account of how brands can support disabled creatives in the workplace?

Read Amy’s post, ‘Being Disabled in the Creative Industry & What Brands Can Do About It.’

Reach a Wider Customer Base 

In a time of economic uncertainty, there’s always the need for adapting your business to reach more customers. Businesses cannot afford to be ignoring their Disabled customer base a moment longer.

The Curb Cut Effect

The Curb Cut Effect impacts everyone, and for the better. It refers to how accessibility features designed for Disabled people end up benefiting a much wider, mainstream population. Think about the ramp to get into a building, this will not just benefit a wheelchair user, it would also be incredibly useful for a pregnant person or someone who is recovering from surgery.

The measures that a DEI consultant could recommend your business mean better brand loyalty, an example that shows how inclusion is for everyone. 

How to Approach a DEI Consultant 

If you wish to approach a DEI consultant – which is one of the services inclusive marketing agency, Purple Goat, offers – whether it is to assist with a disability-related issue or on the subject of inclusion, these are some of the things that you should consider: 

1. Plan Your Consultancy Budget

When faced with a DEI related issue that a specialist consultant may be able to help with, you must remember that this might mean coming into contact with someone from a marginalised community, and it should be approached sensitively. 

As an example, Disabled people are typically underpaid, despite being qualified for the job they perform. The Disability Pay Gap is 17.2%, equating to a non-Disabled worker earning £2.35/hour more. Yet, the extra costs of ‘having’ a disability are an average of £1224 extra per month.

Campaigners have also spoken about disparity of pay between content creators owing to race, with Black content creators earning less for the same work.

When looking at working with a DEI consultant, think about the budget you can afford, and be specific about what you wish to achieve. 

2. Make Sure That This is a Legitimate ‘Ask’ 

Following on from handling with sensitivity; marginalisation may come with curiosity from the mainstream, which can be offensive or feel invasive. 

If you are thinking of employing a DEI consultant, ensure that this is for the right reasons, and not just to satisfy a kind of curiosity. There is a difference between wishing to solve an issue in the workplace for a Disabled person, then questioning and interrogating what it means to be disabled. A DEI consultant is there to offer their professional expertise, it shouldn’t be treated as a free learning resource. 

3. Have a Clear Purpose

When considering the above point, it’s important to have a clear idea of the purpose you wish a DEI consultant to achieve. Is there a new building that you wish to take feedback on to ensure it is accessible to wheelchair users? Is there a drive to recruit more LGBTQIA+ individuals to your organisation? Can there be specific strategies that are developed to tackle the barriers in place? Be clear about what you would like to gain from a DEI consultant, and don’t be afraid to ask good faith questions. 

4. Looking to The Future 

A DEI consultant can work out a strategy, craft reports, and suggest new ways of working – but how will you take their work forward? Think about how these results will be actioned. 

How To Reach An Untapped Market With a DEI Consultant

A DEI consultant can be your businesses’ key to reach a powerful untapped market, like the Disabled community. At Purple Goat, the team works closely with brands to offer DEI consulting services that make teams feel more confident around inclusion and disability.

And if you want to take it a step further, you can look at your media plan and how this can be as inclusive as possible. Remember, it’s not just about doing “the right thing”, it’s a real commercial opportunity for brands.