Diversity, equity and inclusion
Diversity, equity and inclusion
At Intrepid, we will:
- Build an inclusive global brand, representative of the diversity of all travellers.
- Amplify the voices of black, Indigenous, and People of Colour (BIPOC) across all our marketing
channels, becoming a brand that is anti-racist and anti-oppression. - Put actions behind words,with clear ethical marketing guidelines that include clear measurement. We will report on our progress in our annual report.
How we’ll do it
- We will increase BIPOC, LGBTQIA+ and plus-size imagery and voices in our storytelling and content, both in front of the lens and behind it.
- We will create a framework for working with creators, creatives, bloggers, writers and influencers to market Intrepid through more diverse perspectives.
- Our partnerships will be about meeting the BIPOC, LGBTQIA+ and plus-size community where they are – allocating budget, time and resources to partner with people, brands, events and communities they already trust.
How we’ll measure it
Creating allyship and improving representation of BIPOC travellers
- 50% of all content creators hired by Intrepid must identify as BIPOC creators
- 5 global partnerships per year with BIPOC-owned travel organisations
- 50% of commissioned stories on The Good Times (Intrepid's blog) must be written by BIPOC writers
- 10 stories published on The Good Times about BIPOC travellers and experiences
- $100,000 AUD in sponsorship funding invested in BIPOC events + community initiatives
- 20% of content creators hired (including talent, influencers, bloggers, production team) by Intrepid must be from the Black travel community
Creating allyship and improving representation of the plus-size community
- 10% of content creators hired (including talent, influencers, bloggers, production team) by Intrepid must be from the plus-size travel community
- 20 photos of plus-size travellers will be shared on social media each year
- 10% of commissioned stories on The Good Times must be written by plus-size writers
- 5 stories published on The Good Times about plus-size travel
Creating allyship and improving representation of the LGBTQIA+ community
- 10% (at least) of content creators hired (including talent, influencers, bloggers, production team) by Intrepid must be from the LGBTQIA+ travel community
- 10% of commissioned stories on The Good Times must be written by LGBTQIA+ writers
- 5 stories published on The Good Times about LGBTQIA+ travel
Creating allyship and improving representation of the Indigenous community
- 10% of content creators hired (including talent, influencers, bloggers, production team) by Intrepid will be Indigenous creators
- 10 social media posts each year that amplify Indigenous communities
- 5 stories published on The Good Times that amplify Indigenous communities
Note: This is a non-exhaustive list that is meant to progress the work while acknowledging there is still a lot of work to be done to represent and empower under-represented communities in travel, as well as all their intersections. Beyond marketing, our product team is also expanding our tours and activities that support BIPOC-owned businesses, and our People team is actioning recommendations to diversify our recruitment process, including mandating BIPOC candidates and use of HBCU and BIPOC community-based job boards. Each target is set on an annual basis.
We’d love your feedback. You can message us at accountability@intrepidtravel.com.