Sustainability LIVE: D&I – Rakuten TV Inclusive Storytelling

December 12, 2024

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Fabiana Cumia, Communications & ESG Director at Rakuten TV, discusses her vision for inclusive storytelling at Sustainability LIVE: Diversity & Inclusion

At Sustainability LIVE: Diversity & Inclusion, Fabiana Cumia, Communications & ESG Director at Rakuten TV, explored the importance of inclusive representation in the film industry.

From script to screen, she detailes how cinema can authentically reflect society’s diversity and serve as a tool for both humanisation and business success.

Defining inclusive representation

Fabiana begins by defining inclusive representation in cinema as “a medium that leaves no one behind”.

She emphasises that accurate and fair portrayals of all societal groups are essential because cinema mirrors not only the society we live in but also the one we aspire to build.

She highlights the historical underrepresentation of groups such as women, people with disabilities and LGBTQIA+ individuals.

“Representation that is inauthentic or stereotypical creates biases and prejudice,” Fabiana explains, stressing that such portrayals fuel social exclusion.

She argues that inclusive cinema should encompass both on-screen diversity and behind-the-camera inclusion, noting: “A society’s complexity must be represented authentically across all creative and production stages.”

Fabiana Cumia, Communications & ESG Director at Rakuten TV

The business and societal case for inclusivity

Fabiana underscores the dual responsibility of the film industry: shaping cultural narratives while addressing human rights.

She outlines the benefits of inclusivity, both as a moral imperative and a business opportunity.

Citing the UCLA Hollywood Diversity Report, Fabiana reveals that films with diverse casts outperform at the box office.

“Seven of the top ten highest-grossing streaming films featured casts where over 30% of actors were Black, Indigenous or People of Colour (BIPOC),” she says.

Inclusive practices also enhance talent retention and audience engagement.

“When people see themselves represented, they feel they belong,” Fabiana adds, noting that inclusivity fosters stronger societal bonds and loyalty.

Fabiana Cumia, Communications & ESG Director at Rakuten TV

Strategies for achieving inclusive storytelling

Fabiana advocates for a holistic approach to inclusivity, spanning all stages of the film production pipeline:

Inside-out transformation: “An inclusive film industry starts with an inclusive workplace,” she states, urging companies to embed diversity and equity into their internal culture
Skill-building initiatives: Mentorships, fellowships and career development programmes can equip underrepresented groups to excel in the industry. Fabiana highlights the launch of Italy’s Diversity Finder, a database for underrepresented talent, as a positive example
Funding mechanisms: She calls for dedicated funding for projects led by women and underrepresented groups to address systemic barriers such as unequal access to resources
Collaborative efforts: Partnerships with advocacy organisations can help diversify talent pools and ensure fair hiring practices.

Fabiana also stresses the importance of addressing unconscious bias during recruitment and creative decision-making.

“The lens of inclusivity must guide the entire process, from scriptwriting to distribution,” she says.

The journey toward normalising inclusion

When asked about the progress of inclusivity in the film industry, Fabiana expresses optimism tempered by realism.

While movements like #MeToo and Black Lives Matter have advanced awareness, data still shows significant underrepresentation.

For instance, she notes that only one of the 18 movies with budgets exceeding US$100m in 2022 was directed by a white woman — Greta Gerwig’s record-breaking Barbie.

She calls for a sustainable societal shift where inclusion becomes the default rather than a headline-worthy exception.

Fabiana concludes with a vision for the future: “We need a generation of enlightened leaders and DEI experts who see diversity not as an enemy but as an asset. By embedding inclusivity in every facet of life — on screens, in schools and in our interactions — we can create a society that truly reflects its complexity.”

Fabiana Cumia, Communications & ESG Director at Rakuten TV