Although corporations often talk about diversity and inclusion, they need to move from sentiment into action and progress the narrative from a brand exercise into something concrete to enhance the work culture.
This involves applying diversity and inclusion principles into not only their digital marketing content, but also their day-to-day goals and activities.
Some companies set up task forces to promote diversity and inclusion. Others incorporate these principles into mission statements and business objectives such as their corporate social responsibility initiatives. While others make it an integral part of their business practices, such as refusing to interact with companies that don’t adhere to these principles.
How can marketers and bulk sms master companies be better at promoting diversity and inclusion? Let’s look at some simple and effective ways.
5 ways digital marketers can promote inclusion and diversity
Diversity and inclusion is becoming more important to consumers. 75% of consumers globally say that diversity and inclusion – or a lack of – influence their purchase decisions, according to Kantar’s Brand Inclusion Index.
Digital marketers can advocate for diversity and inclusion in their campaigns and with their clients in a number of simple ways.
1. Raise awareness
Digital marketers have a crucial role to play in raising awareness about diversity and inclusion.
This can involve including more diverse ranges of people in their ads, or it can involve creating ads that specifically target people who may previously have been excluded from mainstream advertising.
The ‘We All Win’ campaign by Microsoft is a good example of this. It specifically highlights the needs of gamers with disabilities and neurodiversity, challenging people’s stereotyped images of gamers.
Of course, not every company has Microsoft’s advertising budget! But even small companies can start a conversation around whether their campaigns reflect the broad spectrum of modern society or whether it perpetuates outdated preconceptions.
Vanish, the well-known stain remover company, launched an awareness campaign to highlight the often-overlooked relationship between autistic individuals and their clothing choices. The campaign ‘Vanish: Me, My Autism & I’ focused on Autistic girls, a vastly underrepresented group.
This clever campaign sends a clear message to audiences that Vanish is an advocate for diversity and inclusivity.
2. Understand your audience
As a digital marketer, you need to find ways to craft your message so that it resonates with your target audience without, at the same time, excluding or alienating other people.
For example, the 2021 Bruce Springsteen Superbowl ad for Jeep divided viewers. On the one hand, the ad appealed to Jeep’s target audience, with its inspiring rugged landscapes, folksy feel, cowboy bravura, and musings about “a chapel in Kansas” that lies at the heart of America.
However, the symbols used in the ad also alienated many people, who saw them as symbols of bigotry, fear, and division. Many people viewing the ad felt that it wasn’t speaking to them.
The role of marketing in diversity and inclusion is to reach out beyond the core audience and embrace new potential customers.
3. Adjust your message
To reflect changing times and shifting demographics, companies often have to adjust their message to ensure learning with the dmi library it’s more in tune with the times.
For example, known for its tagline ‘The Best a Man Can Get’, Gillette launched a campaign to show support for transgender rights. The campaign ‘First Shave’ features trans rights advocate, Samson Bonkeabantu Brown shaving for the first time with his father and reflects on his transition.
4. Gather insights
It can be difficult for digital marketers to create truly diverse content if they are unaware of their own biases. As discussed below, it’s essential to develop self-awareness when aiming to be more inclusive in advertising.
It’s also important to gain turkey data greater insights into the brand you’re promoting. What makes the brand important to people? Look for the universal qualities that transcend race, color, gender, ability, and so on.
Try to think beyond the labels and gain insights into how the brand could appeal to all people. For example, how could Jeep have ensured that its Super Bowl ad resonated with working-class black women in Florida?
