Inclusive Marketing: 5 tips to get started
Is your company ready to level up its marketing? Let’s start with your consumers.
The modern consumer has evolved; society is becoming a cultural mosaic. Groups formerly labeled as “minorities,” who currently make up 40% of the US population, are projected to be the majority by 2044. The population under the age of 18 is already 52.7% multicultural; and consumers, especially Millennials and Gen Z, are more diverse in terms of race, gender, ethnicity, sexual orientation, and differences in ability.
But here’s the disappointing news; despite the data, multicultural ad spend is only 5.2% of total advertising and marketing spend. *
Marginalized populations continue to be underrepresented and underserved in many aspects of marketing. Yet, they will likely make up the bulk of your consumers. Let's stop overlooking them, and recognize that multicultural, multi-identity marketing is not an offshoot or a subset of marketing, it is a core part of it. Now is the time to create a culture of inclusion that positions your organization as a leader in today's competitive market.
Consider the benefits of inclusive and equitable marketing—innovative and creative growth solutions, a deeper understanding of diverse customer segments, and a positive reputation as an employer who values diversity across their consumers and employees. And that's just the beginning.
Sounds great. You want to win! But where do you begin? Here are some tips to get you started:
👉🏿 Start at the top: Ensure DEIB (diversity, equity, inclusion, and belonging) is a part of your corporate DNA and upheld across your products, marketing, leadership, and hiring practices.
👉🏾 Be intentional: One-size does not fit all in marketing. Different groups have different experiences. Conduct inclusive research to better understand the needs, pain points, and intersectionality of BIPOC, LGBTQIA+, People with Disabilities, and Women.
👉🏽 Walk the talk: Put in the time and money to reach and engage diverse audiences with respect and authenticity. Be committed to developing a diverse marketing team and workforce that reflects the communities it serves. After all, the larger the audience combined with a more diverse workforce, the greater the potential profit.
👉🏼 Go beyond the bottom line: Cultivate new, loyal consumer bases by replacing the value you extract from their communities. A thoughtful and goal-driven corporate social responsibility (CSR) strategy should guide your marketing efforts.
👉🏿 Build a village: Seek support from marketing consultants and experts like MONARK, who specialize in creating inclusive marketing strategies for companies and organizations.
Creating a values-based, end-to-end marketing process takes time, effort, and commitment, but the rewards are well worth it.
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*Sources: US Census 2020, Hispanic Marketing Council, Association of National Advertisers