More than a practice, inclusive marketing is the responsibility of creating marketing materials and campaigns that reflect the diversity of the world around us. It means striving to represent people of all backgrounds, abilities, and identities in your marketing, and avoiding stereotypes and clichés.
A challenge for sure, but there are 8 billion good reasons to pivot your marketing efforts to inclusive marketing, because it’s the right thing to do, it’s good for business, and it can help to create a more fair and inclusive society.
Why is inclusive marketing important?
- It is the right thing to do. This is not about you, it’s about your audience. Everyone deserves to see themselves represented in the media they consume, and inclusive marketing can help to create a more fair and inclusive society.
- It is good for business. Research shows that consumers, especially Gen Z, are more likely to buy from brands that represent them. And when brands are inclusive, they can reach a wider audience and build stronger relationships with their customers.
- It can help to challenge stereotypes and biases. Inclusive marketing can help to show people that there is no one “normal” way to be anymore, and that people of all backgrounds can be successful and happy.
- It can help to create a more inclusive and welcoming environment for all. When people see themselves represented in marketing materials, they feel more seen and valued. This can lead to increased brand loyalty and engagement.
How to include inclusive marketing in your strategy
There are many ways to include inclusive marketing in your strategy, including:
- Represent people of all backgrounds in your marketing materials. This includes people of different races, ethnicities, religions, sexual orientations, genders, abilities, and body types. It’s not about being “woke”, it’s about seeing the world around as it is, not the way someone thinks it should be.
- Avoid stereotypes and clichés. Don’t fall into the trap of using outdated or harmful stereotypes in your marketing. Instead, focus on portraying people in a realistic and authentic way, and be conscious of your tone.
- Use inclusive language. When writing your marketing materials, be intentional with the language you use. Avoid using gendered language or making assumptions about people’s identities. Be conscious of the context and history of the story you are telling.
- Bake accessibility into your marketing. Make sure that your marketing materials are accessible to people with disabilities. This includes using alt text for images, providing transcripts for videos, and using clear and concise language.
Set KPIs to measure the performance of your inclusive marketing campaigns
Here are some examples of KPIs that you can use to set your goals and measure the performance of your inclusive marketing campaigns:
- Website traffic. Track how much traffic your website receives from different demographic groups. This can help you to see which groups are resonating with your inclusive marketing messages. Don’t make assumptions without checking your data, and look at which cohorts you’re connecting with.
- Social media engagement. Track how people are engaging with your social media posts. This includes metrics like likes, shares, comments, and clicks.
- Lead generation. Track how many leads you generate from your inclusive marketing campaigns. This can help you to see which campaigns are most effective at attracting new customers.
- Brand awareness. Track how many people are aware of your brand and what they associate with it. This can help you to see how your inclusive marketing efforts are impacting your brand perception.
Case studies of inclusive marketing campaigns
Here are some examples of successful inclusive marketing campaigns:
- Dove’s “Real Beauty” campaign. This campaign featured women of all ages, races, ethnicities, and body types, and it helped to challenge traditional beauty standards.
- Nike’s “Dream Crazy” campaign. This campaign featured athletes with disabilities, and it showed that people of all abilities can achieve their dreams.
- Old Spice’s “The Man Your Man Could Smell Like” campaign. This campaign featured men of different races, ethnicities, and ages, and it showed that there is no one definition of what it means to be a man.
Tips for creating inclusive marketing campaigns
Here are some more tips for creating inclusive marketing campaigns:
- Does this include everyone? Ask the question about who is being excluded, right from the start of your strategy planning.
- Get feedback from diverse groups. Before launching any marketing campaign, get feedback from people of different backgrounds. This will help you to identify any potential problems or areas for improvement, and avoid appropriation.
- Work with inclusive partners. When working on marketing campaigns, partner with agencies and vendors that are committed to diversity and inclusion.
- Learn and improve. Inclusive marketing is an ongoing process and iterative. Be open to feedback and always be looking for ways to improve your marketing efforts.
The Path Forward
Inclusive marketing is an important foundation of any marketing strategy. Your campaigns are about window-dressing, they’re about speaking to what life looks like for your audience. By representing people of all backgrounds in your marketing materials and avoiding stereotypes and clichés, you can reach a wider audience, build stronger relationships with your customers, and create a more inclusive and welcoming environment for all.
Resources:
Understanding inclusive marketing and how you can get it right | Texthelp
ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM)
Diversity and Inclusion Hub – World Federation of Advertisers (WFA)
The views expressed herein are personal and do not reflect the views of any of my clients, partners or employers.
Photo credit: “[13.365] Fractal Eye” by Christina Renée Creative A