To Intersect or Not to Intersect? That Is the Question

‘There is no such thing as a single-issue struggle because we do not live single-issue lives.’ - Audre Lorde

Right now, the term ‘crisis’ continues to ring in our ears. To many, intersectionality adds another layer of complication to an already complex world marred by crisis after crisis. But at Improper, we argue, you cannot tackle these problems effectively without an intersectional approach. From the climate crisis to the cost-of-living crisis - we are all experiencing it and we all need to do something about it. 

Crucially, we need to remember that we are not all experiencing it in the same way. The climate crisis is impacting Asia and the Pacific Islands more adversely, even though it has been predominately caused by the actions of the West. This was one of the dominant themes of COP27. Furthermore, the impact of this crisis will vary according to age, race, class, gender, wealth, disability, neurodiversity, sexual orientation, and other marginalised identities. The issue is multi-layered, therefore, a multi-layered response is needed. Separating the layers means we fail to see how interconnected they are, and therefore, we cannot even begin to solve them. 

For brands, the question is, what part do they play in addressing these issues, and how do they do that through the lens of intersectionality? In the images we see, there is more representation of marginalised groups than ever before. However, in a report by The Unstereotype Alliance, 59% of respondents in the UK rarely see themselves depicted in advertising. Among minority groups, this is even higher. It goes without saying that for individuals who are part of multiple minority groups, this is higher still. Part of the problem is that brands approach diversity in a one-dimensional way. Yet identities are multi-dimensional. There is more than one way to be black, more than one way to be LGBTQ+, more than one way to identify as a woman, and so on. 

Our agency Improper recently hosted a Supper Club. At the event, we explored what it means to be ‘Improper’, and the topic of intersectionality was touched upon. One of the members of our diversity board, Leng Montgomery, was a speaker at the event. He spoke about his intersecting identities: “When people look at me, they think ‘oh, you sound like a white, middle-class man’ and actually...I’m none of these things.” Leng is transgender, mixed-race and he grew up on benefits. He explains that “people just make judgments and it’s either ‘you’re this or that’ …[but] we are many things.” 

We spoke to another inclusion lead, Victoria Beckwith, who works for the Homerton Healthcare NHS Foundation Trust. She says that ‘when we look at issues through the lens of a single characteristic, we see a distorted picture that tends to privilege those who are already privileged.' Taking an intersectional approach is ‘one of the biggest challenges’ she states. But Victoria argues that it ‘will reap the biggest rewards in terms of tackling inequalities.’

So how do brands portray images that speak to the many nuanced and complex differences there are? Leng explains that the key is in the storytelling: “we have to start listening to each other’s stories more.” By putting powerful stories at the heart of a campaign, it appeals to our collective interest in the realities of the lived experience. A thoughtful, empathetic approach means people feel seen, they feel heard, and it feels good. But does it lead to change?

The short answer is – it does. According to a survey by ITV, diverse representation creates positive results across the board, thus unifying its audience. ‘The Toughest Athletes’ film by Nike is a good example of this done well. It showed new or expecting mothers of different races, religions, and body shapes engaged in exercise. Intersectional identities were represented around a central story in a way that felt natural. Interestingly, adverts also have the power to change viewpoints. A study by GLAAD (2020) found exposure to LGBTQ+ images resulted in increased acceptance of LGBTQ+ people and they looked at brands more favourably as a result. The president of GLAAD, Sarah-Kate Ellis, summarised that it is ‘good for business and good for the world’ to have this approach. This is surely a win-win. So why isn’t everyone doing it? 

Quite often, intersectional representation is seen as too complicated, too risky, or even, not necessary. Another one of our advisory board members, Suzy Levy, authored ‘The Inclusion Gap’. She argues that the sheer volume of talk about inclusion has led to society believing that we are further along than we actually are. People equate it with positive change, but in reality - there is little concrete action. The same could be said about the climate crisis, there is plenty of talk, but does that translate to action? A vital shift is needed in how we approach these fundamental issues, and how we understand their relation to each other.

Take climate change and gender. Our changing climate is impacting women more than men. The Women’s Environmental Network (Wen) states that women are 14 times more likely to die or be injured from natural disasters and of the 26 million people currently displaced by climate change, 20 million of them are women. As the climate crisis becomes more of a terrifying reality, it is crucial that we understand it through the prism of intersectionality. 

As a creative agency, we at Improper develop strategies for brands that wish to recognise the interconnectedness of structural inequality and the challenges we collectively face. By exploring intersectionality, we explore different identities. Identity is political, so we invite brands to step into the political space and take a stand. As part of this approach, we support the Women’s Environmental Network (Wen). Wen tackle environmental justice through the lived experiences of women. In everything they do, they consider the role of gender, race, age, ability, sexual orientation, and wealth and how these intersect with each other. 

We are proud supporters of Wen, which our recent supper club was held in support of. As well as Leng, our speakers at the supper club included the writer and poet Miss Yankey and Mandu Reid, the leader of the Women’s Equality Party. In a powerful performance, Miss Yankey explored the impact of one-dimensional judgments: “Opinions can infringe on freedoms. Deciding who a person is with no rhyme or reason can limit our ability to see them in their true form.” Mandu went on to say that “the only way to be is Improper” and she described the benefits of being disruptive in politics, as it can lead to meaningful change. But this goes beyond politics. Brands should also use this approach if they are serious about tackling inequality. As a creative agency, we aim to do just that. In turn, this informs our work and promotes intersectional representation through the creative platform and beyond.