Inclusive marketing is a technique that involves highlighting the different types of people from various walks of life in your advertising campaign. It practices diversity and inclusion by understanding that your audience and demographic should comprise a wide range of ages, appearances, gender identities, religions and socio-economic statuses.
Inclusivity is also a crucial aspect of a customer-centric business model for companies worldwide. By applying inclusive marketing to your business, you have a bigger chance of appealing to a wider selection of demographics as opposed to the traditional marketing. 38% of consumers are more likely to trust brands that show an element of diversity in their marketing campaigns, and 70% of Gen Z consumers are more trusting of brands that show diversity. Additionally, 71% of consumers expect brands to promote diversity within their advertising in today’s age.
For instance, Facebook ran 4000 simulated online campaigns between 2018 and 2019. The social media platform came to an overwhelming conclusion with 90% of their simulations that online marketing campaigns with a diverse representation was the winning strategy across the aforementioned simulations.
Crafting inclusive marketing strategies is more than just using a dedicated “ethnic” person as the face of your marketing campaigns. Complete diversity refers to representation in more areas than just races and ethnicities, but also of sexual identities, disabilities and cultures. It is important to note that inclusivity requires representing individuals as human beings rather than just a token representative of their given race, ethnicity, or more.
As a business, one should also avoid “tokenism”, which refers to the hiring of a person under a minority group to avoid public criticism for the lack of diversity in the workplace. Studies have shown that up to 70% of consumers can tell the difference between an image created to show a brand narrative and an image that shows actual diversity.
By employing branding diversity for the right reasons, you can empower your business to reach more people, build an authentic relationship with your audience, and gain respect from your consumers as well as the general public; all of which will aid in growing your business and brand significantly. By reaching a wider audience and allowing for a larger population of the public to relate to you and your business, you are encouraging people to purchase from you.
Diversity, equity, and inclusion (DEI) marketing is a major part of inclusive marketing. Diversity refers to the marketing message being designed to appeal to a diverse demographic. Equity means being fair to your entire audience – for example, delivering your marketing message on more than just social media platforms so that those without social media presence can consume the idea that is being marketed. Lastly, inclusion involves ensuring that all members of the public can understand your advertisements – for instance, providing subtitles on your marketing videos to cater to individuals who are hard of hearing.
An inclusive marketing strategy that includes DEI can garner customer loyalty and expose your business to a larger market. In addition, 70% of consumers expect brands to take a socio-political standing on DEI issues in society. By taking a stand on societal issues with DEI in mind, your business can build a strong brand perception from the viewpoint of the public, increasing purchase intent.
By making your brand relatable through practising diversity in marketing, your company can gain a competitive advantage over other companies.
There are a few inclusive marketing examples that can help you and your business get started on practising diversity in your marketing strategies: “Women at DHL Global Forwarding”, “Dove’s Real Beauty Pledge”, Google’s “Question Your Lens” and lastly, Lush Cosmetics’ Black Lives Matter campaign.
Inclusivity within marketing and advertising should be an occurrence that happens normally and frequently. By showcasing diversity and inclusion in your business’ campaigns and taking a stand on social issues as a brand, you and your business are set to be appreciated and well-respected by the community and your consumer demographics. Be the positive change you want to see in the world.