Short-Term Wins Over Long-Term Change: DE&I’s Greatest Barrier
The American Advertising Federation (AAF) recently hosted its Mosaic Awards, celebrating the companies, agencies and individuals who exemplify excellence in multicultural advertising and diversity, equity and inclusion.
In light of the event, and with DE&I very much in the spotlight of late, given client cutbacks, LBB’s Addison Capper sat down with Candace D. Queen, EVP, Mosaic Center, American Advertising Federation, to discuss the recent awards, the current state of DE&I efforts in the US, and what the AAF's Mosaic Center is doing to be a catalyst for change.
LBB> What drew you to the field of DE&I?
Candace> As a multi-hyphenate creative, I’ve always been driven by the idea that design can be a powerful tool for creating equity and inclusion. My journey into DE&I was inspired by the intersectionality of my own identity — a Black Creole woman from Texas who navigates multiple cultural spaces and creative disciplines. I’ve seen firsthand how much representation matters and how much impact intentional design can have in shaping environments and narratives where everyone feels seen and valued. I’m passionate about using design not just as a form of creative expression but as a catalyst for systemic change, ensuring that historically excluded communities can access, influence, and redefine spaces that have traditionally been closed off to them.
LBB> There’s a lot of frustration around the industry’s glacial pace when it comes to improving DE&I across all sorts of axes. What’s getting in the way?
Candace> One of the biggest barriers is the lack of sustained commitment from leadership. It’s simply not enough to make a one-time investment or launch a diversity programme — it requires a fundamental shift in culture and ongoing accountability. There’s a tendency to prioritise short-term wins or optics over long-term change. The focus on performative gestures and budget cuts that often disproportionately affect DE&I initiatives, signals where priorities truly lie.
LBB> Why is a focus on DE&I still important given some client cutbacks?
Candace> When companies de-prioritise DE&I during downturns, they risk losing consumer trust and employee morale. DE&I is a competitive advantage that drives innovation and better outcomes. The less inclusive your team is, the more likely you are to make a critical error when reaching or representing the new majority, resulting in avoidable backlash. Consumers expect brands to reflect their values; companies that step away from DE&I miss the chance to lead by example and position themselves for future growth.
LBB> Regarding cutbacks, what have you been hearing about them in terms of DE&I initiatives?
Candace> The conversations around cutbacks often involve prioritising ‘core business’ functions, which unfortunately we’re realising don’t include DE&I. While that’s a point of frustration, it’s important to maintain hope, noting that while some companies may be making cuts, others are doubling down on their commitments. I don’t think we’re in an all or nothing situation; I do have hope in our work. I believe that the companies that do fail to recognise DE&I as a core business practice will fall behind those that do.
LBB> Tell me about the Mosaic Center and the role it plays in the industry.
Candace> Since 1991, the Mosaic Center has served as the AAF’s hub for advancing DE&I across the advertising and media industries. We offer a range of resources, from the Most Promising Multicultural Students Program (MPMS), which connects dynamic BIPOC college seniors with leading companies, to the Mosaic Awards, celebrating campaigns, initiatives and organisations that push the envelope in DE&I and set the bar for accountability in our industry. Our HBCUs for Advertising Fellowship provides students from historically Black colleges and universities with hands-on industry experiences and much needed funding. Our role is to be a catalyst for change, encouraging the industry to take actionable steps towards a more inclusive landscape and equipping professionals with the resources they need to succeed.
HBCU for Advertising Fellowship (Photo credit: Erica Blake, ELB Collective)
LBB> What's upcoming for you and the Mosaic Center?
Candace> It’s a season of firsts! We're still riding the wave of positive energy from the Mosaic Awards, where we celebrated our first Agency of the Year honoree, Walton Isaacson, accepted by CEO and co-Founder, Aaron Walton, and our inaugural Mosaic Center Guardian, Jeff Marshall, along with many other powerful advocates for DE&I in the industry.
Aaron Walton (left) and Jeff Marshall (right) (Photo credit: Akintayo Adewole and Kolin Mendez for DRKR PXLS)
We also announced our first scholarship honoree, Joseph Tilaye, a visual arts major from Alabama A&M, at the Mosaic Awards, marking a significant step in increasing scholarships and funding for underrepresented students. Now, our focus has pivoted towards making our first one-day summit, the Most Promising Symposium, taking place on Feb. 27, 2025, for Most Promising Alumni a success. This event will bring together alumni to reconnect, learn, and continue driving change. Additionally, we’re working to increase the number of scholarships we’re able to offer, continuing to build out year-round educational resources, and pouring in time towards reaching our fundraising goal to support these impactful initiatives.
Joseph Tilaye (Photo credit: Akintayo Adewole and Kolin Mendez for DRKR PXLS)
LBB> Do you have any success stories to share?
Candace> We’ve seen remarkable outcomes from our programmes. The MPMS program currently boasts an 88% placement rate across our most recent three classes, with graduates securing roles at leading agencies, brands, and media companies within the first year. Our alumni have made significant waves in the industry, from Tiffany R. Warren, founder of ADCOLOR, who was a part of our first MPMS class, to recent successes like Zaria Parvez, the creative mind behind the viral Duolingo Owl, and Simone Jackson, who leads global brand at Spotify and was recently named to Forbes 30 Under 30 for 2024. Some alumni have even returned to serve on our Mosaic Council or been recognised as Mosaic Award honourees. There are so many beautiful full circle moments that come from our programmes!
Most Promising Multicultural Students Program (Photo credit: Akintayo Adewole and Kolin Mendez for DRKR PXLS
LBB> Outside of the advertising industry, where do you see examples of large-scale meaningful progress (if at all), and what should our industry learn from it?
Candace> I’m seeing incredible strides in the entertainment world, where companies like SiriusXM Media are truly investing in inclusive storytelling. Take Crissle West, for example, who hosted our Mosaic Awards. Her work with SiriusXM isn’t just about amplifying voices; it’s about reshaping the narrative to include stories that have often been overlooked. It’s a reminder that authentic representation isn’t just a nice-to-have; it’s a powerful force for cultural change. Our industry could take a page from this playbook by weaving DE&I into the DNA of our strategies, ensuring that diverse voices are not only heard but are central to shaping the stories we tell.
Crissle West (Photo credit: Akintayo Adewole and Kolin Mendez for DRKR PXLS)
LBB> The scale of the change needed is so massive that individuals can often feel powerless without the levers to move huge structures. What's a more personal act of positivity that you've seen recently that others could look to as inspiration for change on a human scale?
Candace> A personal act of positivity that stands out is the work of our Mosaic NextGen Leadership Council. This group of mid-level ad professionals, many of whom are alumni of our programmes, took it upon themselves to create a mentorship program for Most Promising Multicultural Students (MPMS) alumni. It's a simple yet powerful way to make a difference — connecting with young professionals and guiding them through the early stages of their careers.
What’s especially inspiring is how the program is expanding to include HBCUs for Advertising students, allowing even more young talent to benefit. This act of mentorship may seem small in scale compared to the larger systemic changes we need, but it’s making a real impact one person at a time, showing that lifting others as we climb can ripple out and drive meaningful change.
