May 28, 2021
6 min read
Opinions expressed by Contractor the contributors are theirs.
While inclusion and diversity have always been essential, they have become even more essential for marketers due to the current pandemic and the industry’s cultural climate. Simply put, we are currently facing two major problems: a population crisis and an economic problem. By focusing our efforts on inclusion, equity and diversity, we can provide an effective solution to the two problems we face.
However, it’s not as easy as changing a few policies and calling it a day. Instead, organizations must work to expand these efforts to include the challenges of working during a pandemic. We are at a pivotal time when advertising, marketing and PR agencies can use whatever images they want to reflect the world they want to see, where societal and gender roles are broken, subcultures. are celebrated and diversity is emphasized.
What is the definition of diversity and inclusion?
Understanding these two words is essential if you plan to incorporate them into your marketing plan. Simply put, these terms are used to include a group of unique individuals who fit in with each other. It is the idea of accommodating and welcoming people who have been historically excluded, whether for their abilities, their sexuality, their gender or their race.
When thinking about how to include it in your marketing portfolio, it is essential to ensure that everyone’s voice – regardless of cultural background, age, sexual orientation, gender, socio-economic background or racial – be heard.
What does the current marketing landscape look like?
More … than 92% of marketers agree that there are more growth opportunities in the marketing and advertising space. However, just because they agree with the statement does not mean that this idea is openly embraced by all marketing and advertising agencies.
It is clear that there is a lack of inclusion and diversity in the marketing campaigns of small and large businesses, which has led many people to call these businesses squarely for these issues. Because of these issues and the current advertising climate, companies are struggling to find ways to incorporate inclusion and diversity into their campaigns.
But how exactly do you start to do this? Your brand needs to find a way to become inclusive in its language, themes and images used throughout its campaigns. This job has a lot to do with the type of audience you are looking to market, whether it’s body size, gender, race, or age.
Related: 3 Reasons Why Marketing Is New Sales
Statistics are on your side
Being more inclusive means better exposure for your business and showing your authentic culture. This can have some pretty amazing benefits. For example, over 71% of LGBTQ consumers say they are likely to interact with or buy from an advertisement depicting their sexual orientation. Or take into account that 69% of black customers are more likely to buy products from a brand that has positively shown their ethnicity or race.
Plus, these ideas of diversity and inclusion are not going anywhere. By 2042, more than 50% of the American population should be made up of minority groups.
Embrace diversity and inclusion in your own organization
If you want to represent diversity and inclusiveness, you have to start in your own organization. If your business does not include the population it is trying to represent, it will be difficult to connect with it. You will have less ability to execute when there is more distance between the market you are trying to reach and your team. Since none of us are completely impartial, it’s essential to have culturally competent people on your team to help you influence the decisions you make in your business.
Related: Hiring Like a Diversity Expert: 5 Key Qualities of Inclusive Employees
Understand your demographics
You need to understand who your demographics are and how you can connect with them. If this specific demographic sees an advertisement or goes to a web page but cannot find themselves represented in any way, they will not be attracted to your business.
To truly embed and create inclusive content, you need to do more than just post an image on a website. This effort should be reflected in your writing style guide, user experience, team structure, and the way you do business.
Be realistic with your intentions
If you just regurgitate what you think you should say, your consumers will notice. You need to make sure you live your value proposition from the inside out if you are to drive change and truly embrace inclusion and diversity. While people want to see a reflection of themselves in your advertising, don’t go overboard and make decisions that don’t make sense just because you want to present your brand as inclusive.
Brands that embrace diversity and inclusion
Many brands are already incorporating these ideas into their marketing campaigns. Some examples include:
- Proctor & Gamble: Although they are best known for their toiletries and cleaning products, the company strives to ensure the inclusiveness of its products and marketing campaigns by using its platforms to send powerful messages about complex issues of diversity and identity, and including people from diverse backgrounds in their advertisements. A good example is their Emmy-nominated ad, called The speech.
- Microsoft: When Microsoft learned that children with physical disabilities had difficulty using traditional controllers, they worked to address that problem by creating alternate controllers that made it easier for visually impaired or disabled children to play. They even allowed people with disabilities to contact the company to request customizations. This ultimately resulted in a campaign titled “We all win. “
There are many ways to incorporate diversity and inclusion into your marketing or advertising agency. However, it’s important to remember that this is an ever-changing process. Your organization will need to add these ideas to your marketing process systematically, as there is always room for improvement.
Related: Diversity and Inclusion Driving the Future of Business