What is Inclusive Marketing?

Ever heard of inclusive marketing?

If you haven’t, no sweat. I’ll break down how I define it here.

There are a few definitions which pop up these days. However, I’ve been quoting Salesforce since 2019, who say: 

“Inclusive marketing is creating content that truly reflects the diverse communities that our companies serve.”

However, I’ve adapted this definition to take a more holistic view. Here’s my version: 

“Inclusive marketing is implementing the right strategies, systems and processes to create content that represents the diversity of the brand’s target audience.”

Looking a little deeper into Inclusive Marketing 

Inclusive marketing means including audiences who come from underrepresented backgrounds in your content – those who have likely been historically marginalised. 

To be inclusive, you need to include people of different ages, ethnicities, appearances and gender identities in your campaigns. When applicable, aim to represent different languages, socio-economic statuses, religions/spiritualities and physical/mental abilities in your marketing too. 

It’s all about recognising that your audience is made up of different groups of people and then inviting their voices and stories into your campaigns. Remember, you don’t need to include absolutely everyone on the planet – that’s not the goal. You just need to include the people you’ll find in your audience. 

The benefits of inclusive marketing (and the consequences of non-inclusive marketing)

What are the benefits of marketing inclusively? 

 You reach more of your audience, so you sell more products. It’s that simple. Don’t believe it can do wonders for your business? 

 Check out these stats: 

• 70% of Gen Z consumers are more trusting of brands that represent diversity in ads.
•  71% of people expect brands to promote diversity and inclusion in their online advertising 
• 69% of brands with representative ads saw and average stock gain of 44% in a seven-quarter period ending last year 
• 70% of younger millennials are more likely to choose one brand over another if that brand demonstrates inclusion and diversity in terms of its promotions and offers
• 69% of Black consumers are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity. 
• 71% of LGBTQ+ consumers are more likely to interact with an online ad that authentically represents their sexual orientation. 

 The decision to ignore inclusivity can have dire consequences for your marketing. Your consumers can stop supporting your brand altogether. Have a look at the statistics.

Marketing is shifting to accommodate the desire for inclusivity, but we still have a way to go. Right now, misrepresentation, as well as underrepresentation are key issues in advertising. 

Adweek discusses the issue with Madeline Di Nonno – the CEO of the Geena Davis Institute.

“Representation can reinforce stereotypes; for example, characters of diverse ethnicity in the U.S. were over twice as likely as white characters to be shown working out or at sporting events.” 

There’s an undeniable shift occurring in marketing towards inclusivity.

Now is the time to start thinking about your processes and inclusive strategy.

To sum up: people want to see inclusive marketing and you want to expand your audience to increase revenue. It’s simple! Make your marketing inclusive and you’ll see the benefits. 

Comment below your thoughts about inclusive marketing?