In a world where commerce intersects with culture, identity plays an ever-evolving role in shaping how individuals navigate both personal and professional spaces. During my first time at Advertising Week, I kicked off the event by attending a panel discussion titled Diaries of Diaspora: The Multicultural Communities and Companies Shaping Commerce, four prominent figures—Akash Mehta, Minnie Mills, Serena Kerrigan, and Shaina Zafar—delved into the complexities of identity, cultural appreciation, and the power of authentic storytelling.
Embracing Identity in a Global Landscape
Akash Mehta, co-founder of Fable & Mane and former marketing lead at Dior, opened the discussion by reflecting on his journey of self-discovery within both corporate and entrepreneurial spaces. For him, identity has always been influenced by external projections rather than internal conflicts.
“The most important thing is to not go into it with fear if you’re speaking your truth,” Mehta emphasized, drawing on his experiences in corporate boardrooms. He discussed the fine line between cultural appreciation and appropriation, particularly in marketing. “Appreciation is about intent and authenticity,” he explained, noting that brands should prioritize understanding and respecting cultures before attempting to incorporate them into their messaging.
Identity as a Personal Narrative
Minnie Mills, known for her breakout role in The Summer I Turned Pretty, shared her experience growing up as a mixed-race, third-culture kid constantly feeling like she wasn’t “enough” in various cultural spaces. For her, identity is a fluid story that evolves over time, driven by one’s personal journey rather than societal expectations.
“Identity gives you community, solace, and a sense of belonging,” Mills shared. “It’s not a performance you have to perfect for others, but a story you tell yourself.”
Mills highlighted the importance of authentic representation in entertainment. She reflected on her joy in playing Shayla, a character whose Asian heritage was not central to her storyline, allowing her to exist beyond the usual tropes of struggle and identity conflict. She believes that specific, truthful storytelling resonates more deeply with audiences, regardless of their background.
The Push for Authentic Representation in Commerce
For Serena Kerrigan, founder of SFK known for the Let’s Fucking Date card game, the challenge of navigating identity within the commercial space has been deeply personal. Being white-passing and Latina with an Argentinian mother, Kerrigan often found herself questioned for claiming her heritage. However, as cultural awareness grows, she has observed a shift in how people perceive identity.
“Social media has allowed people to be more open to different cultures and stories,” Kerrigan noted. This openness has enabled her to connect with a diverse audience through her card game, especially during Pride Month, where she collaborated with queer voices to ensure her campaign was inclusive and authentic. “It’s about bringing people into the room and asking them—something that isn’t done enough,” she emphasized.
Navigating the Fine Line Between Cultural Appreciation and Appropriation
Moderator Shaina Zafar, co-founder of JUV Consulting (acquired by United Talent Agency), led the conversation with a focus on the tension between cultural appreciation and appropriation, especially in the corporate world. She highlighted that for brands, the challenge lies in distinguishing between celebrating culture versus exploiting it for commercial gain.
“Cultural appreciation involves genuine understanding,” Zafar explained. “It’s not about checking off a box for diversity but about truly integrating voices from those communities into the conversation.”
Mehta shared an anecdote from a recent event with Sephora in Atlanta, where he encountered people from outside the South Asian community excitedly wearing bindis. While some questioned if it was appropriate, Mehta emphasized that if the intention was genuine appreciation and understanding, it was not appropriation.
The Role of Diverse Voices in Shaping Commerce
The panelists agreed that the inclusion of diverse voices is essential, not just as token gestures but as integral parts of storytelling and product development. Kerrigan shared her company’s approach to Pride campaigns, where she involved queer creatives to ensure her brand’s message was both inclusive and authentic.
“Hiring diverse voices and letting them lead the conversation is crucial,” Kerrigan emphasized. “It’s about creating a space where people feel seen and heard.”
Mills added that authentic representation in media is not just about showing diverse faces but about allowing those individuals to tell their stories without being pigeonholed into stereotypes. She shared her hope that the future of media will allow people of color to be portrayed as happy, carefree, and confident, rather than constantly grappling with identity crises.
Looking to the Future: Finding Hope in Authentic Voices
As the discussion wrapped up, Zafar asked each panelist what gives them hope in today’s world, especially amidst challenges related to cultural representation and societal change.
Mills found optimism in the younger generation, who are more outspoken and prouder of their identities than ever before. She highlighted how films like Crazy Rich Asians and Black Panther have shown that diverse stories resonate with wide audiences.
Kerrigan echoed this sentiment, praising Gen Z for their openness and willingness to challenge norms. “Young people are the future, and it’s incredible to see how they’re using their voices to demand change,” she said.
For Mehta, the progress he’s witnessed in boardrooms over the past decade gives him hope. “The change is happening,” he stated. “And it’s coming from all of us using our voices to shape a more inclusive future.”
Conclusion: The Power of Storytelling in Shaping Commerce
The Diaries of Diaspora panel highlighted a crucial message: authenticity, intentionality, and inclusion are not just buzzwords but necessary pillars for meaningful impact in commerce and culture. As brands and individuals alike continue to navigate the complexities of cultural identity, the power of honest storytelling remains a key driver in bridging divides and fostering community.
At Dorkaholics, we believe that every story has the power to connect, inspire, and bring out the dork in all of us. By championing diverse voices and authentic narratives, we can continue to shape a world where everyone’s story is heard, valued, and celebrated.
