The Power of Co-Creation in DEI: How Collaborative Efforts Drive Sustainable Change
In the world of diversity, equity, and inclusion (DEI), the traditional top-down approach to change is no longer enough. As organizations strive to create truly inclusive cultures, it’s becoming clear that the voices of those most impacted by these changes need to be at the forefront. This is where co-creation comes in—a transformative approach that not only engages employees but also drives meaningful, sustainable change. In this post, we’ll explore how co-creation can revolutionize your DEI efforts and why it’s the future of inclusive organizational culture.
What is Co-Creation?
Co-creation is a collaborative approach to problem-solving and innovation that involves key stakeholders—particularly those most impacted by the change—in the solution development process. In the context of DEI, this means involving employees from diverse backgrounds in designing and implementing initiatives that affect them. Co-creation goes beyond mere consultation; it’s about empowering employees to have a real say in shaping the future of their workplace.
The Business Case for Co-Creation
The benefits of co-creation are backed by compelling data. According to a Harvard Business Review study, employee participation in decision-making boosts commitment by 47%. When employees feel heard and valued, they’re more likely to be engaged and invested in the success of DEI initiatives. This engagement translates into better outcomes—whether it’s higher retention rates, improved employee satisfaction, or stronger organizational performance.
How Co-Creation Transforms DEI Initiatives
Empowerment and Ownership: Co-creation fosters a sense of ownership among employees. When they are actively involved in the process, they are more likely to support the outcomes and champion the initiatives within the organization.
Relevance and Resonance: By involving those most affected by DEI efforts, co-creation ensures that solutions are relevant and resonate with the workforce. This leads to initiatives that are not only well-received but also more effective in driving change.
Innovation through Diversity: Co-creation brings diverse perspectives to the table, sparking innovation and leading to creative solutions that might not have emerged from a top-down approach.
Case Study: LEGO’s Women of NASA Set
In 2014, LEGO launched a co-creation platform called LEGO Ideas, where fans could submit and vote on ideas for new LEGO sets. One idea that gained significant traction was the Women of NASA set, submitted by science editor Maia Weinstock. Weinstock's proposal aimed to celebrate the contributions of women in STEM by creating LEGO figures of notable NASA scientists, including Sally Ride, Mae Jemison, and Margaret Hamilton.
LEGO’s decision to involve its community in the product development process was a textbook example of co-creation. By empowering fans to contribute ideas and participate in the decision-making process, LEGO ensured that the final product resonated deeply with its audience. The Women of NASA set became a best-seller upon its release in 2017, demonstrating the power of co-creation in driving both product success and social impact.
Results:
The Women of NASA set sold out within hours of its release, illustrating the strong demand for products that resonate with a diverse audience.
The project received widespread media coverage, enhancing LEGO’s brand reputation as a company that values diversity and inclusion.
By involving its community in the creation process, LEGO was able to produce a product that not only met the needs of its audience but also contributed to broader societal conversations around gender and representation in STEM.
The Wrap-up
Co-creation is more than just a buzzword—it’s a powerful tool for driving sustainable change in DEI efforts. By engaging employees in the process, organizations can create initiatives that are more relevant, impactful, and likely to succeed. If you’re ready to explore how co-creation can transform your DEI efforts, join us for our upcoming webinar on September 17th, where we’ll dive deeper into this approach and share actionable insights on how to implement it in your organization.
Ready to integrate co-creation into your DEI efforts?
Don’t miss our webinar, “Co-Creation as a Catalyst.” Register now to learn how to harness the power of co-creation to drive meaningful change in your organization.
