Catalysing Inclusion through Marketing Communications
Marketing communications can play a pivotal role in driving inclusion with powerful stories that resonate across cultures. However, in recent times, navigating politics has emerged as a significant challenge. Take, for instance, the 2023 Bud Light campaign which experienced a backlash for supporting transgender influencer Dylan Mulvaney, resulting in a substantial drop in market value and sales. This highlights the tightrope brands walk on. On one end, there's a push for inclusivity; on the other, there's a risk of alienating segments of the consumer base.
Truly enabling inclusivity through marcomms runs parallel to conducting DEI work across borders – it requires sensitive use of language and a layered approach. Having authentic visibility of marginalised identities is crucial – but which story you choose to tell, is important. Recognising that one story does not represent an entire community can help mitigate stereotyping and promote a richer, more diverse narrative.
Moreover, understanding the intersectionality of identities—such as those belonging to multiple marginalised groups—can create a stronger, unified voice against discrimination. This can be a powerful tool in crafting campaigns that not only raise social awareness but also foster unity.
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Using Technology for Inclusive Marketing Communications
Here are some ways in which tech could be used to advance inclusion:
1.???? Dynamic Inclusive Content; GenAI can dynamically alter content based on the viewer’s engagement history to present more diverse and inclusive representations.?By personalising ads that challenge their stereotypes—such as showcasing a masculine-looking woman performing a heroic act—brands can begin to dismantle ingrained biases and foster empathy among those who may hold prejudiced views.
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2.???? Redefining Values: There are many exclusionary values that could be acted on. Taking beauty for example, GenAI offers an opportunity to redefine beauty standards to be more inclusive, moving away from cis-normative and often unattainable ideals. For instance, a range of talents who are visually multiplied to represent a broader range of beauty.?
3.???? Bias Detection Tools: A.I. tools can analyse content before it goes live, ensuring that it is free from biases that could potentially alienate or misrepresent marginalised communities. These tools can evaluate everything from language to imagery, providing recommendations for more inclusive practices and helping prevent public relations issues before they arise.
4.???? Virtual Reality (VR) and Augmented Reality (AR) Experiences: With VR / AR, immersive experiences allow consumers to challenge the way they perceive themselves. For example, a virtual makeup app could show users how products look on a range of skin tones and facial features, promoting inclusivity while providing a personalised experience. As an inclusive campaign, this could have inclusive messages mixed in.
5.???? Bias Monitoring A.I.: ?An idea that’s a little further out - an A.I. system designed to monitor and report on the audience's reactions to content. This system would track engagement across different demographics to identify potential biases or exclusion in real-time, allowing brands to adjust their strategies in real-time.
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In navigating inclusive communications, brands face the formidable task of balancing sensitivity with boldness, authenticity with broad appeal. It is a delicate equilibrium where the power of branded content marries commercial interests and social change.?Marcomms has the power to shift mindsets towards a common civil framework, where personal beliefs do not impede the recognition of equal rights for all.
This shift isn't just about avoiding pitfalls or managing public relations; it's about pioneering a movement where advertising is not just seen or heard, but felt deeply across all spectrums of society. The social impact metrics will not be tallied in views or clicks, but in minds opened, biases challenged, and communities uplifted.
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Rain Khoo has worked in design, branding and eCommerce for two decades and now runs his own consultancy, Dignité Brands, which works on business and marketing strategies for Diversity, Equity and Inclusion. To continue the conversation on inclusive marketing, email [email protected].
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3 个月Fantastic work, Rain! Your commitment to inclusive communications is truly inspiring. It’s great to see how you’re leveraging emerging technologies to drive impactful change in this space.