Shared Perspectives... on the Responsibility of Shaping Culture

What’s one shared experience you see differently?

RACHIDA
I have always considered myself an ally socially. Many of my closest friends are part of the community, and some of my most joyful moments are alongside them.

But being an executive leader within Publicis Groupe’s Égalité employee action group shifted that perspective. What had once been personal became professional and, more importantly, structural. I was no longer thinking about support within my own circle, but about what responsibility looks like when you hold positional power.

JOSH
One of the great joys of my life has been sharing my experience of the LGBTQ+ community with allies. I feel incredibly fortunate to have grown up in a household where active allyship was modelled for me. My dad is a staunch supporter of the queer community, marching with Victoria Police as an ally in the Midsumma Pride March. This highlighted to me how profoundly special and important it is to share queer stories and experiences with the broader community. It fosters togetherness, understanding and a deep sense of joy.  

I see allyship as a two-way street. As a member of the LGBTQ+ community, I feel a responsibility (and pride) in being able to share. Talking with an engaged ally like Rachida, when she first came onboard with Égalité, was a special experience and highlighted to me the power of approaching diversity through different perspectives.

What’s something I wish I knew earlier?

RACHIDA
Looking back, what would have made my path easier is a deeper awareness of the power of language, and the impact of removing assumptions.

Early in my career, working across cultures and languages, I focused on fitting in. Moving from Paris to London, I had to quickly learn professional English. That often meant adopting the language of those around me, rather than questioning it. Over time, I learned that small shifts in language can create meaningful space.

I once asked a young team member who had just moved out of home whether they had moved alone or with a partner. Their face lit up, because I had not assumed a girlfriend. That small moment created trust.

Removing assumptions is an invitation. I try to model that now, because language does not just describe culture, it shapes it.

JOSH  
Throughout my career, I’ve focused on dedicating time to DE&I in addition to my day job. And therein lies the challenge: DE&I work is work, but it’s unfortunately not always treated as such. It often relies on the passion and generosity of volunteers to be sustained.

Over my time at Publicis, it’s been incredibly rewarding to work alongside both Rachida and our People & Culture leads to ensure meaningful recognition is provided for our employee action groups. This creates space for this critical work. 

What’s the one change this industry needs?

RACHIDA
Marketing and media play a profound role in shaping culture, and with that comes responsibility. If I could change one thing, it would be our willingness to lean into that responsibility.

We have both the data and the lived evidence to prove that inclusive representation drives effectiveness, growth and long-term brand equity. Yet too often risk aversion limits representation.

It is important to remember that courage upstream shapes culture downstream.

The conversations we have in briefing rooms matter. The language we use, the audiences we prioritise, the stories we choose to fund. All of it signals what is valued and who belongs.

JOSH
Prior to the release of Glee, I don’t think I had ever seen a depiction of a gay person in media that wasn’t pejorative. Seeing more representation in mass media was fundamental to me embracing my own identity.

Fast forward to today, and LGTBQ+ experiences are a critical component of popular culture and media. Hello, Heated Rivalry!

However, it’s crucial to understand that none of this is set in stone. Regression isn’t just possible, it’s happening. As an industry, we have a responsibility to shape the discourse and ensure that queer representation in media is sustained.