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Why isn’t diversity just a trend, and how do you weave it into every area?

Why isn’t diversity just a trend, and how do you weave it into every area?

Cristina Tosca emphasizes the importance of diversity in media, particularly through her work at Código Nuevo, where the team actively seeks to represent various communities across Spain, ensuring that voices from diverse backgrounds are heard. She notes the significance of leadership and team management in a predominantly male industry, highlighting the success of her young, primarily female team as they negotiate major accounts with professionalism and expertise. This commitment to inclusive values within the company's culture not only enhances communication but also shapes career development paths for her team members. As Tosca states, it's vital for media outlets to reflect the demographics of their audience, reinforcing the company's core values. According to Cristina Tosca, fostering such an environment is crucial for credibility and growth. Don’t miss more tips and insights on diversity and leadership in the full episode.

2026·Season 3·Episode 1Highlight
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Cristina Tosca · Directora General

Leadership insights

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Transcription

00:04

Weaving diversity Let's see...Okay.I'm awful at sewing. No idea what this question is.

00:15

Let's see.Why isn't diversity just a trend? How can we weave it into every area?

00:21

I like this one because I always say that at Código Nuevo,we're super well-known for doing loads of street videos with presenters in different neighborhoods of Madrid, mainly Barcelona,and we try to go to Valencia and Andalusia to ask people there,because, wow, we need to realise how important it is that everyone we reach, which is most of Spain,feels represented in our outlet.

00:44

I find it super important, and we often say it among the team,"Let's count how many white people are in our videos, why is it most?" Let's go out, look for these profiles,because, whether you live in a big city or not,it's great that all those people who aren't white feel represented in a media outlet with such a big audience as ours.

01:03

I personally live in a neighbourhood in Barcelona where, in my building,it's mostly people from Latin America and Pakistan,my neighbours should feel represented by the videos of Código Nuevo.

01:14

I find it so important to be aware, when you've got that power or visibility in such a big outlet, to give these people a voice.

01:25

I think my biggest challenge right now,as director of Código Nuevo, is earning credibility as a young female professional.

01:34

I love it when we go to pitches with the team, because honestly,most or all of my team are women and gay men.

01:40

We go to meetings with major brands to win really important accounts.

01:45

And you can really feel that professionalism, that expertise,in the end, we're good at what we do, we do it well.

01:52

And yes, it's definitely a challenge in this world, in media,which has mostly always been led by men, and suddenly seeing this group of people under 32, mostly women,women and gay, again, making our way in there.

02:08

It's still hard, but little by little, it's a pride to see how in the end, the numbers work, the project grows, everything's going well.

02:16

And I have to say, it's one of the things that makes me feel most proud of the team I work with.