(Editor’s Note: PPAI Media’s Voices series introduces the opinions, experience and advice of promo industry influencers. The opinions and ideas belong to the individual writer.)

Last year, I wrote about the importance of attracting new generations of talent to our industry, and suggested ways that we, as today’s leaders, could appeal to Gen Z and attract them to careers in promo. I remain a strong proponent of greater intergenerational workplaces because I think we have a responsibility to find, mentor and be mentored by the younger talent that will lead us into the future.

But true diversity and inclusivity at work requires bringing together individuals from different generational, socioeconomic, educational, racial, ethnic and gender backgrounds. This mosaic of unique perspectives creates a rich company and industry culture, spurs innovation and improves problem-solving. In turn, these benefits drive higher revenue growth, increase operational efficiency and better employee engagement and retention.

Attracting and retaining a broadly diverse employee base is sometimes easier said than done, and we work towards it constantly at AIA. But I am extremely proud that approximately 70% of our employees are women and that the percentage of women in the promo industry continues to grow as more and more women become entrepreneurs and business owners.

The annual State of Women-Owned Business Report, commissioned by American Express, businesses’ growing diversity clear.

  • The number of women-owned businesses opening in the U.S. is on the rise, growing about two times faster between 2014 and 2019 than the rate of all businesses launching nationwide.
  • The report found that 42% of all businesses – almost 13 million – are run by women, and collectively, these women-owned businesses employ 9.4 million workers and generate $1.9 trillion in revenue.
  • It also noted that entrepreneurship is becoming more diverse and inclusive, with 43% growth in the number of firms owned by women of color from 2014 to 2019.

These favorable trends are encouraging – and the benefits of a diverse and inclusive workplace are undeniable. By attracting business owners and employees with a range of backgrounds, we strengthen the culture of promo and broaden opportunity within the industry.

Importantly, we can all do our part to shape a future of inclusivity. On a regular basis, I try to remind myself of ways I can contribute to creating and growing a distributor and supplier community that welcomes and respects differences across generations, gender, or any other potential divide.

My process includes several considerations:

  • First, recognize that you don’t have to be in a position of authority to be supportive. Each of us can listen, suggest ideas, or share unique experiences and perspectives in ways that inspire, inform and reassure.
  • Second, when you are in position to influence decisions, make sure you appreciate others’ talents and contributions, seek their opinions, offer encouragement, and provide opportunities for growth.
  • Finally, help others in any way you can – without seeking credit or recognition. Maya Angelou, whose writings and life I greatly admire, captures this sentiment perfectly: “Good done anywhere is good done everywhere … As long as you’re breathing, it’s never too late to do some good.”

When we join with others – and invite them to join us – toward a common goal, we make our companies, industry and the world a better place for all to work and live.

Schmidt is the CEO of AIA (PPAI 101364, Platinum) – the No. 29 distributor in the inaugural PPAI 100. Under her leadership, the company has earned honors as one of PPAI Magazine’s Greatest Companies to Work For in promotional products, and she has been named one of the most influential people in the industry.