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Volume 27 No. 35
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Coca-Cola's Andrew Davis Discusses Importance Of Sports In Society

Coca-Cola’s Global Chief Diversity & Inclusion Officer Andrew Davis said leaders in sports and entertainment have “a responsibility to be the bridge to unite this country.” During a presentation on Day 1 of the ’18 CAA World Congress of Sports, Davis challenged those at the conference to “be that bridge.” He opened his presentation by showing Coke’s Super Bowl ad, titled “The Wonder of Us,” which focuses on diversity and inclusion and was written by a poet with the ad shop Wieden+Kennedy. Davis said that as global companies and sports teams try to grow their customer base, inclusiveness is as important as diversity. “You need an inclusive mindset if you want to grow,” he said, adding that the best way to do that is to look at underserved markets and emerging consumers. “Uniqueness plus belonging equals inclusivity,” said Davis. “People are wired to belong. If you find a sense of community, you give your best self.” Davis advised organizations to examine their diversity and inclusivity from the inside out to create an authentic message that will resonate in an increasingly polycultural country and world. “We want to be as inclusive and diverse as our brands,” he said, “which will unleash the power of perspectives to sustain growth.”