Since our founding in 2015, our leadership has championed an open, inclusive workplace where diverse perspectives drive collaboration and innovation. That belief remains unchanged today.

We have seen major media companies and advertisers very publicly retreat from their DEI programs. The political climate is putting pressure on leaders to pull back from what seemed like fundamental best practices. At Cognitiv, we build algorithms that predict consumer behavior for the largest consumer brands in the world. The United States consumer, for example, is diverse and powerful, with every major demographic group having buying power measured in a trillion or more dollars. Our client brands do not care what gender, race, or political party you are a part of. They only ask us to figure out how to get you to be their customer. To serve our client brands effectively and maximize their return on ad spend, our product and culture must understand and represent everyone. We write this post in the hopes that what was once labeled DEI will be recognized for what it truly is—a strategic advantage that drives competition, growth, and long-term success in an increasingly diverse marketplace.

An inclusive and diverse company culture is not about checkboxes for Cognitiv; it is imperative for business. This mindset allows us to deliver the best products to these massive brands. It encourages the greatest amount of innovation because it encourages the greatest number of different and unique ideas. To maximize the effectiveness of our Deep Learning Advertising Platform (DLAP), our team must reflect the diversity of the consumers we serve, ensuring our technology remains unbiased and impactful.

Fostering an Inclusive Company Culture

Inclusivity has always been at the heart of our success, fueling our growth and driving innovation. True innovation happens when diverse perspectives come together, enhancing creativity, sparking new ideas, and boosting productivity, all of which are key ingredients for thriving in the fast-paced world of advertising and technology. Here is how we approach it:

• Culture Committee: The Cognitiv Culture Collectiv drives our commitment to inclusivity. Comprised of 20 individuals across various levels at Cognitiv, the committee ensures we stay focused on our goals and continuously improve our efforts. Enabling diversity and inclusion is not a one-time initiative but an ongoing commitment to fostering an environment where innovation thrives.
• Empowering Affinity Groups: We currently have seven affinity groups representing diverse communities within Cognitiv, including our LGBTQ+, neurodivergent, and Latinx colleagues. Each group fosters connection and support across the organization.
• Inclusivity Training: We are committed to offering inclusivity training, most recently with LifeLabs Learning, to equip our entire organization with the knowledge and tools needed to foster an inclusive, innovation-driven environment.
• Celebrations: We honor diverse holidays and cultural moments with in-person gatherings, shared meals, collaborative playlists, and Slack recognitions—fostering connection, appreciation, and cultural awareness. We partner with local businesses to deepen our impact and make our celebrations more intentional and community-driven. For the past three years (and counting), we have partnered with Givsly for our annual Pride Party at Cannes to support organizations like The Trevor Project, Point of Pride, and Queens of the Castro. Every guest’s participation directly contributes to these causes, turning celebration into action.  By understanding other cultures and lifestyles, we are able to respond to any request from our brand clients.
• Intramural Competitions: Our “House” competitions bring people together from across departments and offices to bond through lighthearted challenges. We mix things up with different formats—whether it is in-person challenges, virtual events, or even activities that team members can join at their own pace. It is a great way to connect with colleagues who do not work together regularly, learn something new, and celebrate each other’s strengths in a way that works for everyone.
• PechaKuchas: These six-minute presentations are about learning about each other in a fun, fast way. This engaging format allows our team members to share personal stories, passions, or professional insights concisely and visually, deepening connections across the organization.

The Business Case for Inclusion

Fostering a truly inclusive workplace drives measurable business success. Research shows that diverse teams outperform their peers, boost innovation, and yield stronger financial results, leading to higher profitability and increased employee satisfaction. In addition, 76% of job seekers consider diversity and inclusivity initiatives essential when evaluating companies and job offers, and our recruiter has shared that many candidates ask about our efforts during the interview process. Simply put, inclusion helps us attract top talent.

Looking Ahead: Cognitiv’s Plans for 2025

As we move forward in 2025, Cognitiv will build on our current efforts while exploring new ways to reinforce our belief that diversity and inclusion fuel innovation and competitive advantage. We encourage our industry peers to join us in making diversity and inclusion a lasting priority.

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