Looking ahead What's the next big thing? What comes after mobile? Where is the future of marketing headed? Mobile has changed everything, but it's only Act One. Meanwhile, Machine learning in marketing is set to drive the industry's next revolution. Google's Senior Vice President of Ads…
Inclusive Marketing. Trend or something bigger?
Diversity and Inclusion
The discussion about diversity and equality in marketing isn’t something new. However, in the recent years, it seems to be peeking up steam. And rightly so, because we should exclude no one from social interaction. Especially not due to his color, gender, ethnicity, religious or sexual preferences or his educational background, not even from advertising.
On the other side, we have inclusion, another term that keeps popping up more and more lately. But what is inclusion anyway? According to the definition,
inclusion is the action or state of including or being included within a group or structure.
Combining these two terms we get a better idea of “the trend “that has emerged in advertising, watching it being integrated into numerous marketing campaigns. Inclusive marketing opens new potentials for businesses and brands engaging with a wider audience than conventional marketing can’t reach.
What is Inclusive Marketing?
Basically Inclusive Marketing endeavors in an attempt to create a new visual culture that is more representative of the global population. It attempts to present our various identities, differences, and backgrounds, while also highlighting our similarities. Simply put, in comparison to conventional marketing that targets a specific demographic,
inclusive marketing rises above those norms, showing that a business cares about its customers across all demographics.
Taken it a bit further inclusive marketers need to understand that their job is to consider the impact of their advertisements, not just the intent. The fact that you didn’t mean to offend anyone with your campaign doesn’t lessen the impact it has on the people it misrepresents, excludes, or is hostile toward. Inclusive Marketing is going to become increasingly important because of the backlash against sexist, racist,economic , homophobic, and trans-phobic material is going to get louder and louder.
Dos and Don’ts
In order to get a better grasp of the concept here are some dos and don’t s of inclusive marketing.
- Accommodate Diversity
In a diverse society, audiences expect businesses to understand the way they see in diversity. Limit to resources and knowledge, inclusive marketers should take as one of their top considerations to accommodate every view and idea, in order to meet the expectations of different groups.
- Show sensitivity
Deliver messages from different perspectives and different groups of people. Be extra careful with your phrasing and the delivery methods you use. The pen is mightier than the sword. Make sure the messages have been gone through different opinions before publishing them.
- Distinctive characteristics isn’t a marketing tool
Unlike TV or brand product, inclusive marketing does not mean putting things like people of colored or different age group of people as a tool to promote your business.
- Keep your eyes on the target
As we have shown inclusiveness is important. Nevertheless, it is vital to keep your focus on your targeted audience. Be inclusive but still consider your current targeted audiences as priority whilst accommodating other groups within your marketing campaigns.
Much more than a trend
It has become clear that inclusive marketing is the way to proceed in this era of global interaction. Those that decide not to embrace it, are almost certain to be outperformed by the competition. But inclusiveness is much more than a marketing strategy, it is a culture. Businesses need to realize that inclusiveness isn’t just a box that they tick to improve their public image or that it is an asset that they can acquire. It is a process that starts with hiring divers thinking and expanding that to the decision-making procedures. Embracing a new business culture is never an easy task but the benefits are worth the effort.
See you soon… Until then, check out our post on the future of marketing.