Valeria Piaggio: The “Average” Person Doesn’t Exist

Dec 16

Written By sara .

After more than two decades studying the complexities and uniqueness of people, Valeria Piaggio, Global Head of Diversity, Equity and Inclusion at Kantar , is convinced that society and businesses must evolve to become truly inclusive. This shift isn't just a moral imperative; research shows that diverse and inclusive brands achieve better financial results.

“We need to stop thinking about the average employee, the average consumer, the average audience member, because when we think that way, we end up excluding most people. There's no such thing as a typical average person,” she asserts, emphasising that inclusivity carries significant social implications.

Growing up in Bahía Blanca, Argentina, Valeria was raised in a traditional Catholic family. However, she soon embraced a broader range of perspectives as she matured, inspired by her studies and later by her emigration to the United States. She initially found her footing in integrated marketing communications and began her career as a strategist at an advertising agency, where she became fascinated by the significant and positive impact that businesses can have on society and the marketplace.

Her passion for diversity, equity, and inclusion is deeply personal. “I come from a big family, and we’re four very typical siblings with very atypical children,” she notes. Valeria is a mother of three, one of whom is transgender.

This experience profoundly influenced her life. “When my child came out, it required a lot from me as a mother in terms of supporting a minor—not just the social and legal transition, but also the medical and physical transition. It was a very long journey. Even in a pretty progressive state like Illinois, it still posed many challenges and obstacles,” she recalls.

Valeria shares the invaluable lessons she has learned, not only from her children but also from her nieces—one of whom has Down syndrome and another who is on the autism spectrum. “None of us were really ready to address these issues. So, I made those experiences my personal purpose,” she reflects, underscoring the profound impact these experiences have had on her journey.

Reflecting on navigating her child's gender identity, Valeria stresses, “When it’s your child, it’s your life.” She candidly explains the emotional transition from envisioning a daughter’s future to embracing her son’s identity, which involved a period of grief and adjustment. “Love tends to be unconditional, and it’s what makes all that process possible and very positive", she notes, adding that it may require rethinking how to support them and understanding what they need from you.

She reflects on the loneliness that parents can experience during this process and emphasises the importance of having a support system, recognising that parents too embark on a significant emotional journey as they learn to embrace their child's true self.

While she felt immense support from her family throughout this journey, she expresses concern for those individuals who lack such a network during these transformative changes. “There's an anti-trans movement going on,” she observes, highlighting a troubling trend where trans individuals and their families are being “dehumanised.” This, she notes, is a profoundly saddening reality that can contribute to mental health problems.

Her family experiences have prompted her to challenge her assumptions, intertwining her personal and professional paths as she explores subjects like gender identity, neurodiversity, race, and socioeconomic diversity.

When discussing the importance of businesses embracing inclusivity, Valeria is very proud of Kantar’s Brand Inclusion Index. The Index focuses on evaluating how people perceive a brand's diversity, equity, and inclusion efforts—what consumers see, feel, and think, and how they view the brand as a result. It provides insights into brand inclusivity and identifies industry leaders in this space, serving as inspiration for advancing inclusion globally.

It is a powerful tool to help brands assess performance across four key dimensions: DEI strategy, diversity, equity, and inclusion. The analysis covers the absence of negative actions, the presence of positive initiatives, as well as the depth of the commitment when other groups feel threatened by the attention you are showing these groups.

The Brand Inclusion Index marks a significant leap forward in promoting inclusion within the consumer brand experience, ultimately fostering a positive social impact, Valeria explains.

In addition, Kantar has contributed to the study “Inclusion = Income: The Business Case for Inclusive Advertising.” This important research, conducted by the Unstereotype Alliance in collaboration with the Saïd Business School at the University of Oxford, highlights the positive impact of inclusive advertising on business outcomes.

This study demonstrates that inclusive advertising yields substantial results, “from short-term sales to increased loyalty to the ability to charge a premium price.” Specifically, inclusive advertising is associated with a 15% boost in customer loyalty, a 62% greater likelihood of being the consumer’s first choice, a 23% reduced chance of being abandoned after the initial trial, and a remarkable 54% increase in pricing power. This data underscores the significant role that inclusive branding plays in shaping consumer perception.

The business case for diversity is compelling, with research from consulting firms like McKinsey & Company , Boston Consulting Group (BCG), and others illustrating that “more diverse workforces are more innovative, more creative, and more engaged,” leading to lower attrition rates, Valeria explains.

In this sense, companies need to invest in diversity, embedding it into their organisational strategies—from hiring practices to leadership development. An organisation not prepared to foster internal inclusion finds itself poorly equipped to engage effectively in the marketplace.

As Valeria asserts, there is a clear “correlation between the diversity and inclusion of an organisation and how they perform later on.” Companies that prioritise inclusivity can expect enhanced advertising, improved customer service, and products that resonate with diverse communities,” she explains.

This approach requires a commitment to aligning brand purpose and values with comprehensive strategies, whether by creating inclusive shopping experiences or developing tailored solutions for underserved populations. For instance, banks designing products for unbanked communities or tech firms innovating for individuals with disabilities illustrate how integrating inclusion into every aspect of business can lead to success in today’s diverse marketplace.

“I'm a strong believer that inclusion is not just the right thing to do; it is what will help businesses grow and brands develop better brand equity”, she affirms. Inclusion for growth is going to be the driver of this type of work in the upcoming years, especially in countries where you don't see signals coming from the government. Therefore, it will be up to businesses to take that on and do it based on their values and their purpose, she adds.

When discussing what prevents companies from fully embracing inclusivity, Valeria draws parallels between political and business dynamics. “Some of the dynamics you see in politics are the same dynamics you see in business in terms of who is leading. And in many cases, it takes a lot of convincing to make sure that those business leaders understand the importance and the business case of inclusion, especially when they don't see it as something they can connect with on a personal level”.

She points out that a significant barrier is the “lack of patience” within organisations, where many are willing to invest for just “a quarter or two” and expect immediate results. However, she emphasises that inclusion is a long journey that “requires nurturing.”

While the lack of investment and long-term commitment is sometimes the issue, Valeria points out that not having the right talent can also be an obstacle in driving change in this area. “To have truly diverse and inclusive workplaces, companies must not only rethink their hiring practices but also develop the insights and strategic plans necessary to meet the needs of diverse populations. If you want to do something that is a little more targeted to the needs of a population, you do need to put the time and the financial resources to first develop the insights and the strategic plan. Maybe you need to adjust your product, and you need to rethink who you are and how you are servicing customers. So it's about change, and change is not easy to manage for many organisations,” she explains.

Valeria hopes to be remembered for inspiring others to seek fulfilment and discover their purpose. She wishes to be seen as someone who empowered individuals to reach their goals. Additionally, she expresses a desire for her contributions, such as the Brand Inclusion Index and concepts like microculturalism, to advance the field of diversity and inclusion in businesses, leaving a positive impact on the work being done in this area.

Valeria’s inspiring journey and expertise invite us to reflect on what it really means to be inclusive and how companies need to implement the right measures if they want to remain relevant and competitive. Because inclusivity is “not only the right thing to do;” it’s the only way to be successful in the future.

Valeria recommends

Books:

´Invisible Women: Data Bias in a World Designed for Men´, by Caroline Criado Pérez

´Inclusive Marketing: Why Representation Matters to Your Customers and Your Brand´, by Jerry Daykin

How can companies be part of the solution?

Rethink the “Average” concept: Encourage your organisation to move away from the idea of an "average" consumer or employee. Acknowledge and celebrate the uniqueness of each individual, recognising that inclusivity is essential for genuine engagement.
Prioritise Diversity, Equity, and Inclusion (DEI): Make a commitment to embed DEI into your organisational strategies. Consider how hiring practices, leadership development, and workplace culture can reflect and support diversity.
Invest in Long-term Inclusion: Understand that fostering a truly inclusive environment is a long-term journey that requires patience and sustained effort. Allocate resources for ongoing initiatives rather than expecting immediate results.
Leverage Research and Tools: Use resources like Kantar's Brand Inclusion Index to assess and enhance your organisation’s performance in diversity and inclusion. Develop a strategy based on data to track progress and identify areas for improvement.
Champion Support Networks: Recognise the emotional and psychological journeys faced by diverse individuals. Create support networks within your organisation to foster understanding, guidance, and solidarity for those navigating their identities.
Align Brand Purpose with Inclusivity: Ensure your brand’s purpose aligns with your commitment to diversity and inclusion. Develop products and services that meet the needs of underserved and diverse populations.
Be an Advocate for Change: Challenge your leadership team to understand the business case for diversity and inclusivity. Share research findings that illustrate how diverse teams drive innovation and improve financial performance.
Foster an Inclusive Environment: Create a workplace culture that values differing perspectives through training, resources, and open dialogue. Encourage participation and ensure that all voices are heard and respected.
Commit to Learning and Growth: Keep educating yourself and your team about the importance of inclusivity, and stay informed about best practices and evolving conversations in the field of diversity and inclusion.