The Why: From in-person experiences to fashion, toys, books and digital experiences, Lifford’s divisions reach more than 2 billion fans around the world. With DC president Jim Lee, she works to diversify creative output across the DC Universe with programs such as The Milestone Initiative Talent Development Program, which elevates the work of diverse emerging comic book storytellers, and the launch of new comics with inclusive storytelling like “DC’s Monkey Prince,” inspired by the character from the legendary Chinese novel Journey to the West. She also mentors people both inside and outside the company, speaking with employees at every career level.
She Says… “I think our fans are huge champions for DEI and they’re certainly a source of inspiration for us. Fans not only want to see themselves in what we produce, but they’re actively engaged and talking about it.”
How have attitudes about DEI changed since you began your career? I’m actually really excited that these conversations are part of the narrative on a regular basis now. Today, in our business, we approach all of our products, experiences and stories through a lens of thoughtful representation. When fans engage with us, we want to be sure those moments are tailored to them and representative of how they experience their world. Everyone wants to see themselves—we work very hard to be sure we are there to be seen.
Who do you view as a DEI champion and why? I think our fans are a huge champion for DEI and they’re certainly a source of inspiration for us. Fans not only want to see themselves in what we produce, but they’re actively engaged and talking about it—so we are constantly listening and working with our best-in-class partners to ensure we’re bringing a wide range of products and experiences to market that are inclusive for all fans to enjoy.
How do you define inclusion? To me, inclusion is seeing yourself represented in the world around you. From TV sets to the toy aisles, representation matters. We know fans want to engage with our products and experiences in their own way and in a way that seamlessly fits into their daily life. For us, that means ensuring we’re showing up for them and bringing them experiences to enjoy where and how they want.
