Super Bowl Advertisers provide Higher Ed as Road Map for post-DEI World
It was back to the future for this year’s Super Bowl advertisers.
The legendary Budweiser Clydesdales were back. Bud also revived backyard’s barbecues, convincing me that the cul-de-sac where I live might use some livening up. Plus, there was the American Dream of home ownership for everyone, courtesy of Rocket, albeit highly West Viginia-centric. If you’re a young girl with pluck and a penchant for hard work, Lay’s showed how you might contribute to the great potato chip food chain. And, Indiana Jones himself, Harrison Ford, was on-hand to remind us that freedom and choice were good things and that it’s alright to disagree with one another (except when it comes to the virtues of Jeep, particularly if you opt for their EV offerings).
Many heralded this as going back to basics for Corporate America after a generation of ads that seemed more focused on promoting issues than selling products. While I agree that the tone was different, the content was certainly in the same ballpark as past Super Bowls. As in the recent past, we still saw a good deal of what some might call “diversity, equity and inclusion” in word, actions and visuals. The difference is that they were presented in the context of a positive vision of America, where all should be able to aspire to the American Dream.
Therein may be a lesson for higher education leadership as they work to meet the challenge posed by governmental restrictions on DEI programs. Rather than focusing on the programs themselves and the administrators managing them, universities need to focus on the outcomes. What happens when we ensure that everyone of all races, creeds, ethnicities and socio-economic status has access to a high-quality education from K to 12 and beyond? Focus on success stories. Highlight those exceptional students in storytelling and visuals who exemplify the university’s mission of producing enlightened, engaged and career-ready individuals.
Corporations, including those reported to step away from DEI, are already opting for new language and terminology that remains true to the underlying objectives of these programs. Walmart for example still prioritizes belonging. Fairness and access are other terms increasingly entering the space. But regardless of the words chosen, centering communication about programs and initiatives in the impact and outcome avoids sounding dogmatic, pedantic and insular. Who can object to the idea of every person by dint of individual effort achieving social and economic mobility for themselves and their families? Who believes it’s fair that the most economically challenged in our society not have the same access to a quality education as others? Who can say that we have not always provided the same pathways to all when it comes to achieving the American dream? Access, social mobility, the opportunity to fully participate in the American social compact. These and other concepts that are in the mainstream of the American lexicon provide a language for being true to the university’s mission going forward.
Harrison Ford endorsing Jeep, even though he’s a “Ford” provides a clue to higher ed’s way forward in a new political environment. Jeep and Ford lovers alike can get behind what’s most American about the objectives behind DEI. The key is what you say and how you say it. Corporate America as depicted in this year’s Super Bowl may have shown the way.
