CHICAGO — The trade show industry is committed to diversity, equity and inclusion (DEI) and taking action on many fronts, with companies making DEI a priority as part of their culture and mission.
Trade Fair Manager spoke with Jason Dunn Sr., executive director of the National Coalition of Black Meeting Professionals (NCBMP), to get their perspective on how the industry is progressing on DEI and what more can be done to advance DEI.
Q: Looking at the trade show and events industry as a whole, how is it performing when it comes to DEI? Are there any notable changes or differences in the work environment and leadership that demonstrate progress?
Jason: I think as an industry we need to measure progress within reason, especially when goals are measured by treating people fairly and respectfully. These questions need to be answered with a balanced eye. I think there is a definite movement. Many organizations have diversified their content, advertising and marketing. Some have deliberately expanded their participation in vendor tenders and implemented cross-departmental spend measures tied to compensation packages. Additionally, strategic alliances with PCMA, MPI and Destinations International with NCBMP suggest that the industry is redefining itself.
On the other hand, the EIC Equity Study clearly demonstrated that racism is still present within the grassroots of our industry. NCBMP fields calls every day about how our members are struggling harder to access resources or having to justify the necessity of their existence. So much so that we are considering creating a legal fund to help our members who are experiencing hostile work environments. Additionally, there is still a lack of Black and Brown talent in DMO and association leadership and significant microaggressions toward Black and Brown employees. Additionally, there are clear differences between investment dollars and ROI expectations when it comes to diversity procurement or initiatives versus other segments or advancements in the industry.
Q: What are the main challenges the industry needs to address in DEI?
Jason: Knowing that people can tell the difference between genuine efforts toward DEI goals and superficial positions without substance, there seems to be a very public race to show that organizations have DEI initiatives. It’s a bit of a fad or a popular model in the industry. However, from the outside it’s very visible whether one is serious or not, the efforts are usually driven by an unfunded committee, led by a non-expert affinity group leader, and without input from senior management.
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Q: What steps can be taken to address these challenges?
Jason: First, it’s imperative that C-suite executives be part of any DEI conversation. Unfortunately, if no one is held accountable, metrics won’t be met. Second, hire a true DEI expert, don’t add responsibilities to a diversity sales lead or simply change their title. Third, convince white middle managers that DEI efforts won’t take away any power or authority. Without middle managers supporting DEI efforts, the office culture will be toxic and unproductive. Fourth, embed metrics and funding into any DEI expert-led efforts, with company-wide goals tied to compensation.
Q: How can trade show organizers work with NCBMP and similar organizations to make their businesses and events more effective on the DEI front and better support Black professionals?
Jason: The first step is to do some soul searching and decide if you are truly committed to building an authentic relationship. Then, pick up the phone and talk to each other. Be honest and seek to build trust, with friendship as the goal. Join the organization and find ways to mutually benefit from approaching DEI efforts collaboratively.
Q: What is the NCBMP program for next year?
Jason: First, it’s about continuing to deliver relevant and impactful educational content. Second, it’s about strengthening our organizational structure to prepare for growth as we expand our customer base. Third, it’s about learning from best-in-class organizations and case studies to prepare our members for competition.
Q: What excites you?
Jason: I am excited about the possibility of anyone reading this article reaching out to me and we finding mutual interest in leading our industry in an inclusive way.
Contact Jason Dunn Sr. at (571) 366-1779 or jdunn@ncbmp.org