How to implement diversity & inclusion in your campaigns
The push for more diverse and inclusive marketing and advertising policies is not new. For years, brands have been making strides to include people of different races, sizes, shapes, and beliefs in their campaigns. Getting diversity and inclusion right is not only good for society, but it can pay off for your business: marketers that made authentic efforts to be more inclusive often saw more positive consumer sentiment and increased sales as a result.
Yet, many brands have a long way to go, especially as today’s generation of shoppers redefine “diversity.” A recent study by Deloitte and the Billie Jean King Leadership Initiative found that Millennials often think in terms of “cognitive diversity,” or a diversity of experiences and perspectives, not just demographics. And it’s critical that brands not leave out the inclusion aspect, which creates opportunities that foster diversity and make anyone and everyone feel included. Put simply, “Diversity is the ‘what’; inclusion is the ‘how’,” says Rita Mitjans, Chief Diversity and Social Responsibility Office for ADP.
Both angles need to be considered in communications and marketing and advertising campaigns. Whether a retailer’s customers are a cross-section of the U.S. population or a niche segment, campaigns need to reflect the communities around us, and the experiences of people within them. This requires sensitivity, a willingness to listen and learn, and a desire to empower customers to have their voices heard. Here are four tips to consider in creating diverse and inclusive campaigns:
1. Start from within
Like beauty, diversity and inclusion in marketing is far more than skin deep. More than showing BIPOC, LGBTQ+, or even unretouched models in advertisements, merchants need to have diverse and inclusive workforces where people are empowered to be themselves and to have a voice. Their experiences and perspectives should shape external campaigns and communications in a direct and authentic way. This also lends retailers a license to talk about diversity externally; if they’re not, merchants risk falling into the realm of “purpose-washing,” or claiming to be something they’re not.
2. Evaluate the team
If the people directly working on your campaigns aren’t diverse, something needs to change. That includes “cognitive diversity,” which allows creative teams to more deeply understand the experiences of their customers. It’s okay if your existing team doesn’t check every box, though. Building out diverse teams takes time, and there are simple ways to ensure marketing efforts are diverse and inclusive, such as hiring D&I freelancers, consulting with expert advisors, or conducting stakeholder interviews and focus groups. Together, this input can help ensure campaigns are reflective of the reality of people from diverse backgrounds.
3. Think in terms of stories
Ultimately, campaigns are stories we tell to potential customers, and they need to be believable. More than having BIPOC, female, LGBTQ+, or differently-abled people represented in creative, retailers need to translate the unique experiences of individuals from these groups and beyond. Increasingly, the U.S. population and consumer base is a “minority majority” made up of people from different races, generations, income brackets, beliefs, and abilities. This makes it even more imperative that campaigns reflect the looks, voices, and experiences of customers and their communities. By reflecting customers and their communities in your campaigns, you invite them into the story and give them an opportunity to be heard.
4. Be willing to learn
The most important thing a brand can do in terms of diversity and inclusion is be a good listener. No company, team, or campaign could possibly cover every element of diversity, and consumers understand this. What’s expected is that brands be willing to learn from the experiences of others, change when necessary, and make authentic efforts to uplift a diversity of voices and perspectives.
To learn more about inclusive and diverse marketing, check out the following resources:
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