Girl Scouts’ content director on the 3 questions every brand should ask their audience

As the topic of racial justice has dominated recent headlines, many organizations are reflecting on how they can better engage stakeholders.

For the Girl Scouts of the USA, being aware of the diversity of its audience has always been a priority. We talked to Sonia Acosta, director of brand content, about how the organization crafts messages that deliver equal value to brand stakeholders of all backgrounds. Her insights provide a valuable reminder that communicators must turn a critical eye to their own biases and assumptions in order to forge deeper connections with audiences.

Ragan: How do you adapt your messaging to be more culturally relevant to diverse audiences?

Acosta: At Girl Scouts, we really make an effort to look at all of our content, both verbal and visual, with a critical lens to ensure that we are communicating in a way that will resonate with all of our audiences, no matter who they are, where they come from, what they believe, or what their interests are.