Leveraging Diversity: How Female Founders Can Create Powerful Marketing Strategies in 2025

“Chart a new path to success, remaking it in a way that includes not just the conventional metrics of money and power, but a third metric that includes well-being, wisdom, wonder, and giving, so that the goal is not just to succeed but to thrive.” –?Arianna Huffington.

We're TEN days away from Christmas-at least in the Caribbean.

But just like everywhere else, it's the height of consumer spending-with founders hustling to create products and services for those "loosened purse strings".

But what happens next?

More importantly-what do YOU want to happen?

If you haven't noticed my opening image-go back and check it out. Because no matter what you've heard (or read) diversity isn’t just a buzzword-it’s a proven growth strategy, with studies indicating that companies with diverse leadership teams are 36% more likely to outperform their competitors.

Additionally, brands that prioritize inclusivity see up to a 19% increase in customer satisfaction, making it clear that diversity drives both connection and success.

In this week's edition of "Here's the Thing", I'll be sharing 3 Key Ways to Leverage Diversity in Your Marketing as we take a critical look at why "diversity" matters in your business, product and service offerings.

I'll also share some examples of female founders who are using these strategies to successfully move past their competition.

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Make sure your "offers" reflect this.

Why Diversity Matters in 2025

Here's the thing: consumers are no longer just buying products or services; they’re buying into the stories and values behind them.

According to a 2023 report by Accenture, 62% of consumers prefer brands that stand for something meaningful, while those that fail to reflect their values risk losing customer loyalty.

Studies also show that 64% of consumers are more likely to trust brands that prioritize diversity and inclusion.

For female founders, this presents a "unique opportunity" to lead with authenticity and bring fresh, inclusive perspectives to the table. However, diversity in marketing isn’t just about "representation"- it’s about innovation, relevance, and tapping into overlooked markets.

Whether it's mature consumers, multicultural audiences, LGBTQ+ communities, and differently-abled individuals-your customers/clients are now craving "authentic" representation. By embracing these audiences, you’re not only doing the "right thing"; you’re setting your business apart in a saturated market.

“You can be good at technology and like fashion and art. You can be good at technology and be a jock. You can be good at technology and be a mom. You can do it your way, on your terms.” – Marissa Mayer.

3 Key Ways to Leverage Diversity in Your Marketing

Your brand’s superpower is its story. Are you telling one that celebrates diversity?

1. Tell "Real Stories" That Reflect Your Audience:

Even in the age of AI- "People connect with people-not faceless brands". So go ahead and share authentic stories that highlight your team’s diversity, your customers’ unique experiences, and your brand’s journey.

Example: Take British-Jamaican Sharmadean Reid, MBE, writer (New Methods For Women: 49 lessons for the life you want) and creative consultant-as well as founder of The Stack World, a network for women. Sharmadean’s marketing focuses on her mission to empower diverse women entrepreneurs. By sharing personal stories and amplifying the voices of underrepresented women, she’s built a loyal, engaged community that aligns with her values.

Actionable Tip: Share behind-the-scenes content that celebrates the diverse backgrounds, skills, and perspectives in your team. Use storytelling to connect with your audience on an emotional level.

2. Feature Mature Women (and Men) in Your Marketing:

Age diversity is often overlooked, but mature consumers have significant purchasing power and are eager to see themselves represented.

Example: When Dove launched its Real Beauty campaign, featuring women of all ages, shapes, and sizes, it struck a chord globally. The campaign’s success showed the power of "inclusive representation"- and became a blueprint for brands looking to connect authentically.

Actionable Tip: Incorporate older models, influencers, or testimonials in your campaigns. Highlight their stories, wisdom, and vibrant lifestyles to resonate with multi-generational audiences.

3. Create "Culturally Inclusive" Campaigns:

Your customers are as diverse as their stories. Acknowledge and celebrate "cultural differences" in your marketing to create meaningful connections.

Example: South-Asian-American entrepreneur and podcaster Deepica Mutyala, founder of Live Tinted, built her brand around inclusivity for women of color. Her marketing celebrates diverse skin tones and cultural heritage, turning her beauty brand into a movement for representation.

Actionable Tip: Develop campaigns that honor cultural celebrations, traditions, or holidays relevant to your audience. Avoid stereotypes and focus on authenticity.

Case Study 101: Age Diversity in Action:

Ready to stand out in 2025? Brands that celebrate diversity grow faster, connect deeper, and make a bigger impact.

Let’s say you run a wellness brand targeting women. Instead of focusing solely on younger consumers, you include women in their 50s and 60s who are thriving.

Your social media could feature:

• Videos of older women sharing wellness tips.
• Blog posts about their unique needs.
• Testimonials highlighting their experiences with your products.

This approach not only "expands your audience" but builds trust and loyalty across generations.

"Why Now?" In 2025, Your Business Landscape "Will" Change.

With shifting demographics and a growing emphasis on inclusivity, 2025 is the year to lead with diversity.

Here’s why:

• Cultural Awareness: Consumers are more informed and expect brands to become aligned with their values.
• Purchasing Power: Diverse groups, including mature consumers and underrepresented communities, are driving significant market growth.
• Competitive Edge: Brands that embrace diversity stand out in crowded markets and foster deeper loyalty.

How Zoma Business Solutions Can Help You

At Zoma Business Solutions, we specialize in helping female founders and women-owned startups build brands that celebrate diversity and drive results.

Here’s how we can support you:

1. Brand Strategy: We’ll help you define your "unique story" and align it with diverse audiences.
2. Inclusive Marketing Plans: We create "Tailored Strategies" to ensure your campaigns resonate with underrepresented groups.
3. Workshops and Coaching: We'll guide you in ways you can integrate diversity into every aspect of your business.

Are you ready to make diversity your superpower in 2025? Let’s build a brand that celebrates authenticity and drives growth.

DM me or book a free consultation with Zoma Business Solutions today! Together, we’ll craft a marketing strategy that reflects the beauty and strength of diversity-and makes your brand unforgettable.

What’s one way you’re embracing diversity in your business? Share your ideas below-I’d love to hear them!