While managing various aspects of Nat Geo productions, Greenfield is dedicated to working through an inclusive lens, making sure internally her colleagues’ expectations are met and that Nat Geo encompasses the voices of its global audiences. To that end, Greenfield has helped to establish a set of inclusion standards that have been implemented across all Nat Geo-owned and produced content to ensure diverse representation. “Since attracting and keeping a loyal multicultural and multi-generational consumer base is essential to any company’s success, multicultural executives are now in high demand. Understanding unconscious biases and blind spots are now common conversations in the workplace; understanding cultural fluency and how it affects the content we develop and produce are now top of mind; and inclusive marketing of relevant content is now the top priority,” Greenfield says. “Now, it is the responsibility of all to hold us accountable.”
How have you been a champion of diversity, equity, and inclusion?
I have dedicated the past 14 months to helping National Geographic realize that its 133-year global iconic brand can be become more relevant by including diverse perspectives and experiences into its storytelling. It starts by hiring diverse people to help tell universal stories. We have partnered with outside organizations to host services, from speaker series that educate hiring diverse production crews and foster a sense of belonging, to networking opportunities. We aim to create a culture of power and responsibility to ensure that every employee’s voice is heard. I have represented National Geographic on several panels to discuss how our brand is progressing in the DEI space, not just as a fad but a true cultural shift. I have worked with our Executive Creative Teams to publish our Inclusive Storytelling Standards that were published to all of our production partners worldwide. In addition, I am a huge advocate for our six Business Employee Resource Groups – the cultural heartbeat of National Geographic – leading their educational programming, initiatives and community outreach efforts by ensuring that our global company is properly supporting these groups. Lastly, I helped to organize all of our DEI efforts by forming a council whose mission is to bolster greater connection and collaboration across the National Geographic Brand in order to ensure cohesive strategies and initiatives towards our yellow border being a symbol of inclusion.
Who deserves a biopic made about their life and why?
Stacey Yvonne Abrams. She is the epitome of the cultural and racial reckoning movement we are experiencing in the United States. She is a driven, Black woman who galvanized Georgia communities to educate and activate their power and right to vote and advocated for its underserved communities. Abrams helped register 800,000 people in the state of Georgia, an effort that likely was a key reason the state just voted for its first Democratic presidential candidate since 1992. Black women have been at the forefront of change in our politics, activism, and company DEI efforts. I pull my inspiration, strength and energy from Stacey Abrams, who will forever be a hero to me. She conquered all odds and climbed even higher when she got knocked down. She’s relentless in her pursuits, and that’s what I aim for every day that I champion for DEI at National Geographic.
Do you think there has been significant progress on DEI in the industry in the past year?
Yes, there has been a significant shift in the right direction in the television industry. C-suite execs understand the urgency of change, the responsibility of each commercial brand to foster DEI, and the demand of its consumers. Since attracting and keeping a loyal multicultural and multi-generational consumer base is essential to any company’s success, multicultural executives are now in high demand; understanding unconscious biases and blind spots are now common conversations in the workplace; understanding cultural fluency and how it affects the content we develop and produce are now top of mind; and inclusive marketing of relevant content is now the top priority. Now, it is the responsibility of all to hold us accountable.
