In the midst of the embarrassing backlash, can Coca-Cola honestly say that this internal (racist) training has given the company an edge in achieving diversity and inclusion?
As we wrote last week, the fact that the company saw a need to go down this woke route speaks volumes about ignoring the decades of policies it has already put into action to achieve workplace harmony.
Coca-Cola management should take a long hard look in the mirror and admit that hiring activists to conduct such training actually harms the very thing it is trying to achieve – through exclusion.
Why do corporates fear activist minorities? Companies should evaluate their own successes based on low staff turnover – a function of workplace conditions, profitability – a sign of a productive workforce and relative competitiveness to peers – a product of a driven team.
In no uncertain terms, forcing indoctrination on particular staff can only cause a drop in their morale and encourage the best performers to leave.
It is in the best interests of any company to promote the best people, regardless of age, race, gender or what they choose to do behind closed doors. If ALL of the best performers happen to black LGBT women then promote them on their achievements rather than identities.
Coca-Cola has done the opposite. Why risk having internal training leak to the outside and polarize customers? Gillette cost shareholders $8bn in write offs due to inferring men, the majority of its clientele, were toxic.
Let customers decide their own politics. Reward staff based on performance and contribution rather than skin hue and genitalia. It’s simple.
And Coca-Cola, or any other corporate for that matter, customers never have you in mind when you publicly state that racism, sexual abuse or violence doesn’t align with your values. Who in your HR and PR departments ever thought it did??