How do marketers turn ‘diversity’ and ‘inclusion’ from buzz words into actual audience growth?
The Problem
I read an article the other day that really shocked me. The title was something like, “Is diverse and inclusive marketing working?” As if being a diverse company needs to impact a bottom line or else it was to be nicked off the marketing plan for next quarter. For those that need me to spell it out… inclusion is not just a “buzz” word. Diversity is NOT just the latest marketing trend. Being a diverse and inclusive brand is not about being nice to this or that group of people. It is about change, and it is necessary.
Sadly, many companies are still failing to address large segments of the marketplace, and if they are doing it, most of the time it falls flat. Why? Because they do not understand that using some of the “right” language or a “diverse” image means their board of directors is diverse and inclusive. People know when they are being talked “at.” It is completely transparent. So, how do companies truly embrace diversity and implement inclusive content - the kind that genuinely inspires and provokes a positive sentiment from people… err.. I mean all people?
The Solution
Here is where we come in to help you answer the question: How can you represent diverse groups in this new era of marketing and branding, all while staying true to your brand values and goals?
Embrace Diversity from Within
If a company’s workforce is not diverse and there are no inclusive practices, its messaging will continue to be empty. Embracing these ideas begins with a company’s own leadership, one that is accepting of it, incorporating it and promoting it throughout the company.
Reflecting on how your company approaches diversity and inclusion within its own internal teams is the first opportunity. It may not be possible to immediately change your workforce, but when deciding on the next hire, look at what is missing. Where are different perspectives underrepresented? Utilizing freelancers and diverse agencies that fill these voids is a viable solution for changes in the right direction.
For those of you who like a little more stats behind what I am saying, and need bottom line numbers to be convinced, a Deloitte report from 2018 notes that organizations with inclusive cultures were six times more likely to be innovative and agile, eight times more likely to achieve better business outcomes, and twice as likely to meet or exceed financial targets.
What Else?
So, how can you elevate content by including those that have been previously underrepresented or marginalized? What if the audience could see themselves through the eyes of someone who looks like them or shares the same beliefs and values?
Take the time to do some serious research into every audience sector. Who are these groups? What kind of stories do they have to tell? Knowing who your audience is may take time, but eventually, you will better understand their reaction to your content and gain actionable insights.
What resonates most with people is content that is created with the human experience in mind. Look for influencers, spokespeople, or brand ambassadors that align with your brand goals and values, but are able bring a uniquely diverse perspective. By reflecting the full spectrum of people that a company hopes to reach, they can create a lasting impact that evokes profound emotions.
Changing the Landscape
Creating space for all voices to be heard should be at the core of your company. Diversity and inclusion need to be made a priority every day FOREVER, and not because it is “trending,” but because it will make a difference in this world. Making a positive change for your audience and your business starts with thinking differently about the value of including diversity in your marketing plan.
Incorporating a thoughtful, meaningfully inclusive strategy takes time and effort. If you are willing to put in the work, the possibilities (and rewards) of reaching new audiences becomes undeniable.