Strengthening Apple’s Core by Jesse L. Jackson

Sept. 21, 2014

Strengthening Apple’s Core
By Jesse L. Jackson

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(TriceEdneyWire.com) - In a highly choreographed, tightly organized presentation, Apple has rolled out the new I Phone 6 and IPhone 6 Plus.  With the spotlights on and a global audience, Apple paraded a line up of six white men to present its new products.  Even the entertainment – U2 – was all white.

What’s wrong with this picture?  Women, American Americans and people of color are major consumers of Apple products:  the Iphone, Itunes music, Ipod music players, Ipads and more.  Apple had a huge opportunity to demonstrate to millions around the world that it is committed to be as diverse as its customers are.  It clearly didn’t even think about it.

After an appeal by the Rainbow Push Coalition, an increasing number of Silicon Valley firms have agreed to publish their diversity data.  Last month, Apple joined in. Data shows that most companies have just 1-2 percent Black and 2-4 percent Latinos in their tech workforce.   Apple’s numbers are not as dismal as the rest of the industry.   Yet CEO Tim Cook announced: “As CEO, I’m not satisfied with the numbers on this page. They’re not new to us, and we’ve been working hard to improve them.”

As Apple and other companies who have published their information are quick to note, there is much work to be done. At its best, technology can be a tremendously positive change agent for the world; at its worst, it can repeat old patterns that exclude people of color and women from opportunity and advancement.   Silicon Valley and the tech industry must transform itself to resemble the America it depends upon for talent and customers.

African Americans and people of color “over-index” as users and consumers, but “under-index” in their representation and inclusion in the boardrooms, and executive suites, the workforce and as business partners.

Diversity and inclusion are good for business.  African Americans, Latinos, and women represent money, market, talent and location.  Inclusion is the key to growth, and when there is growth everybody wins.

Technology companies that are serious about moving the needle must put a real plan in place: set goals, targets and timetables regarding diversity and inclusion on their Boards, their c-suite leadership and their general employee base. They should partner with African Americans, Latinos and people of color and women in mutually beneficial, reciprocal, fair trade. This includes not only the technical workforce, but the areas of financial and professional services, marketing and advertising, and procurement. Treat inclusion and diversity just as you would any serious, business line of a company, and measure it.  Then create a plan to meet real goals.

Rainbow PUSH will be issuing a Technology Diversity and Inclusion report card, and will convene a public forum this fall to engage companies and communities to identify strategies and solutions to move the needle and truly “change the face of technology.”

The federal Employment Opportunity Commission and Office of Contract Compliance should be proactively investigating to ensure that the technology companies are in compliance with all equal opportunity and affirmative rules.

Diversity and inclusion should not be a default position.  As the optics of Apple’s all-white male production last week, it takes action to break old patterns and reaching out to open closed doors.  And the time for action has come.