Is Your Marketing Diverse, Equitable and Inclusive?

Diversity, Equity, and Inclusion (DEI) in marketing is not just a trend – it’s a necessity. Diverse teams create more innovative and creative campaigns that resonate with a broader audience. Studies have shown that diverse teams are more likely to generate ground breaking ideas and achieve better results.

DEI have become increasingly important in marketing, videos, products and campaigns – how you tell your story and to who matters. This article will explore the importance of DEI in marketing, examine successful and unsuccessful case studies, and discuss the legal implications of DEI in marketing. We also provide you with a free audit at the end to review your teams needs.

Intentional and genuine DEI are what helps build sustainable, trusting and effective relationships. After all, if 94% of Gen Z, overwhelmingly, expects companies to take a stand on important social issues, and 90% say they are more willing to purchase products that they deem beneficial to society (Deloitte, 2021) – it stands to reason that inclusive marketing should be authentically diverse.

The Business Case for Inclusive Marketing

DEI in marketing helps build brand trust and loyalty among diverse consumer groups. Consumers are increasingly seeking brands that align with their values and reflect their identities. By embracing DEI, marketers can create campaigns that are more authentic and relatable to diverse audiences.

In, Authentically Inclusive Marketing, by Deloitte Insights (2021), they propose that winning future customers with diversity, equity, and inclusion is imperative as the consumer population diversifies.

They discuss that diversity and inclusion in marketing is about authenticity – being truthful, reflecting the reality of things and being reliable. Younger generations (which will be your future community) more often notice representative advertising, in some cases twice as much or more (beauty, household, and furniture).

Deloitte’s results show 57% of consumers are more loyal to brands that commit to addressing social inequities in their actions.

Deloitte’s data shows that “high-growth brands (defined as those with annual revenue growth of 10% or more) are more frequently establishing key performance metrics for diversity, equity, and inclusion (DEI) objectives than their lower-growth competitors.” The report discusses how brands can authentically reflect a range of backgrounds and experiences within their messaging. It also discusses how brands can ensure their teams and suppliers reflect their market and bring diverse voices back to the organization. Ultimately, how you can measure DEI efforts more holistically and do it more often in almost all areas is necessary to be a high-growth brand.

The Imperative of Inclusive Marketing: A Strategic Perspective

The compelling business case for inclusive marketing is well-supported by empirical evidence. Research consistently demonstrates that brands embracing diversity, equity, and inclusion (DEI) exhibit enhanced innovation, elevated employee satisfaction, and superior market performance relative to their less inclusive counterparts.

Inclusive marketing strategies enable organizations to tap into previously untapped markets and foster deeper customer loyalty. By tailoring their messaging and offerings to diverse consumer segments, including those from various socioeconomic backgrounds and body types, brands can cultivate a broader and more loyal customer base.

Cultivating a Positive Brand Reputation

Organizations that prioritize intentional and genuine inclusivity can significantly bolster their brand reputation as socially responsible entities. By authentically demonstrating a commitment to diversity and inclusion, brands forge stronger connections with their target audience. This positive perception translates into increased consumer trust and long-term business success. For instance, Victoria’s Secret’s recent pivot towards more inclusive marketing practices highlights the strategic advantage of aligning brand messaging with the evolving values of diverse consumer groups.

Case Studies: When DEI is Done Right and Wrong

Several companies have successfully integrated DEI into their marketing strategies, leading to positive outcomes. For example, Dove’s “Real Beauty” campaign celebrated women of all shapes and sizes, challenging traditional beauty standards and empowering women to embrace their natural beauty.

On the other hand, some companies have faced backlash for their insensitive or stereotypical portrayals of diverse groups. For example, Pepsi’s “Live for Now” ad featuring Kendall Jenner sparked controversy for its tone-deaf attempt to address social issues.

Failure to comply with anti-discrimination laws can result in fines, lawsuits, and damage to brand reputation.

Legal Implications of DEI in Marketing

This is not just about ethics, it also has legal implications. Marketers and storytellers must be mindful of advertising laws and regulations that prohibit discrimination and promote fair representation. Failure to comply with these laws can result in fines, lawsuits, and damage to brand reputation.

DEI is a critical component of modern marketing. By embracing DEI, marketers can create more effective, inclusive, and impactful campaigns. It’s not just about doing the right thing; it’s about doing the smart thing for business success.

Some More Stories of Diversity

Let us know which of these stories you believe to be trustworthy, authentic and genuine.

1. Dove’s “Real Beauty” Campaign: This iconic campaign challenged traditional beauty standards by featuring women of diverse body types, ages, and ethnicities. It celebrated real beauty and empowered women to embrace their natural selves.
2. Pantene’s “Hair Has No Gender” Campaign: This campaign challenged gender stereotypes and celebrated the diversity of hair types and styles. It featured people of different genders and backgrounds rocking their unique hairdos.
3. Nike’s “Dream Crazy” Campaign with Colin Kaepernick: Nike partnered with Colin Kaepernick, a controversial NFL player known for his activism against racial injustice, to inspire athletes and promote social change.
4. Budweiser’s “Born in America” Campaign: This campaign celebrated the diversity of American culture and the contributions of immigrants to the country. It featured heartwarming stories of immigrants who have made a positive impact on American society.
5. Coca-Cola’s “Share a Coke” Campaign: This campaign encouraged inclusivity and personalization by featuring people’s names on Coke bottles and cans. It also included diverse names and cultures, promoting a sense of belonging.
6. Gap’s “Make Love” Campaign: This campaign promoted love and acceptance for all, regardless of sexual orientation or gender identity. It featured diverse couples and families, challenging traditional notions of love and family.
7. Old Spice’s “The Man Your Man Could Smell Like” Campaign: This humorous campaign challenged traditional masculinity and promoted self-confidence for men. It featured a diverse cast of actors and models, including a man in a dress, breaking gender stereotypes.
8. Target’s “Pride Collection”: Target has consistently supported the LGBTQ+ community by launching annual Pride collections featuring products designed by LGBTQ+ artists and allies.
9. Spotify’s “Listen to Your Heart” Campaign: This campaign promoted mental health awareness and encouraged listeners to prioritize their well-being. It featured diverse artists and musicians sharing their personal stories and experiences with mental health.

A beginner’s 10-Point Checklist for Assessing Equity in Marketing

This is a brief audit. If you have questions, or would prefer an expert lead you through this please contact us today. We also provide tailored and effective DEI training, as well as KPIs to meet your DEI needs.

1. Diverse Representation

• Does your content (and team, e.g. writers) feature people from diverse racial, ethnic, gender, age, ability, and socioeconomic backgrounds?
• Are these representations authentic and avoid stereotypes?

2. Inclusive Language

• Does your language and messaging avoid biased or discriminatory terms?
• Is your language inclusive, not ableist or outdated?

3. Accessibility

• Is your marketing content accessible to people with disabilities?
• Are you using alt text for images, closed captioning for videos, and other accessibility features?

4. Cultural Sensitivity

• Does your marketing content respect and understand different cultures and customs?
• Are you avoiding cultural appropriation or stereotypes?
• Are you aware and sensitive to the audience, political times, or other important sensitivity that your team might otherwise not be (it is not in your team’s wheelhouse to notice)?

5. Fairness in Targeting

• Are your marketing efforts targeting diverse audiences equitably?
• Are you avoiding discriminatory targeting practices?

6. Equity in Measurement

• Are your marketing metrics measuring the impact of your efforts on diverse audiences?
• Are you avoiding biases in your data analysis?

7. Employee Diversity and Inclusion

• Does your marketing team reflect the diversity of your target audience?
• Are your team members trained in DEI principle, languages and impacts?

8. Partner Diversity

• Are you partnering with diverse suppliers and agencies?
• Are you supporting businesses owned by underrepresented groups?

9. Feedback and Iteration

• Are you actively seeking feedback from diverse audiences to improve your marketing efforts?
• Are you willing to adapt your strategies based on this feedback?

10. Long-Term Commitment

• Is your commitment to equity a long-term strategy, or just a short-term trend?
• Are you investing in DEI training and initiatives for your team?
• Is your DEI effort coming from an authentic place or to win over audience members?

11. Honesty and Transparency

• If your products, services, or story is based within a social issue or context, for e.g. your supply chain – are you genuinely telling the reality of things?
• Can parts of your story be verified with facts from those who do not have an interest in your outcomes?

References

Brodzik, C., Young, N., Cuthill, S., & Drake, N. (2021, October 19). Authentically inclusive marketing. Deloitte Insights. https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2022/diversity-and-inclusion-in-marketing.html

Do Diverse Leadership Teams Produce Better Performance? (2024). The University of Chicago Booth School of Business. https://www.chicagobooth.edu/review/do-diverse-leadership-teams-produce-better-performance

Northwestern University. (2024, February 28). The Power of Culture and Inclusion in Marketing. NorthwesternSite. https://imcprofessional.medill.northwestern.edu/blog/the-power-of-culture-and-inclusion-in-marketing

Socolof, V. (2024, July 31). Inclusive Marketing: Embracing Diversity and Representation in Brand Campaigns – BrandVerge. BrandVerge. https://www.gobrandverge.com/inclusive-marketing-embracing-diversity-and-representation-in-brand-campaigns

Image by Amrullah Ab from Pixabay