Blair Imani, the executive director of Equality for Her, and activist Akeem Ali spoke to Variety‘s Ramin Setoodeh about why it’s essential for modern-day brands to embrace inclusion. During the Variety Studio at Cannes presented by Inscape & iSpot.tv, Imani said brands need to prioritize diversity because “they get dollars.”

“The honest truth is that when a company embraces the communities that already purchase their items, that community is going to feel even more inspired and even more loyal and dedicated to the brand,” the activist continued.