Despite the fact that businesses frequently discuss diversity and inclusion, they must take action to improve the workplace culture and advance the narrative from a brand exercise to something tangible.
This entails incorporating diversity and inclusion concepts into their daily objectives and operations as well as their digital marketing content.
To encourage diversity and inclusion, some businesses form task teams. Others include similar ideas in their corporate social responsibility programs, mission statements, and other corporate goals. Others, on the other hand, incorporate it into every aspect of their business operations, such as declining to do business with organizations that don’t follow these guidelines.
How can businesses and marketers better encourage diversity and inclusion? Let’s examine a few easy yet efficient methods.
Five strategies for digital marketers to encourage diversity and inclusivity
Customers are becoming more conscious of diversity and inclusivity. According to Kantar’s Brand Inclusion Index, 75% of consumers worldwide claim that diversity and inclusion—or the absence thereof—have an impact on their purchasing decisions.
There are several easy methods that digital marketers can promote diversity and inclusion in their campaigns and with their clientele.
1.Increase consciousness
In order to increase awareness of diversity and inclusion, digital marketers are essential.
Ads can be made to especially target those who may have been left out of mainstream advertising in the past, or they can feature a wider variety of people.
An excellent illustration of this is Microsoft’s “We All Win” advertisement. In particular, it challenges preconceived notions about gamers by highlighting the concerns of gamers with disabilities and neurodiversity.
Naturally, not all businesses have the same advertising budget as Microsoft! However, even tiny businesses can initiate a discussion on whether their advertising strategies represent the diverse range of contemporary society or if they reinforce antiquated stereotypes.
The well-known stain remover brand Vanish started an awareness campaign to draw attention to the sometimes disregarded connection between autistic people’s wardrobe choices. A significantly underrepresented minority, autistic females were the focus of the “Vanish: Me, My Autism & I” campaign.
This ingenious advertising makes it quite evident to viewers that Vanish supports inclusivity and diversity.
2.Recognize your target audience
You must figure out how to craft your message as a digital marketer so that it appeals to your target demographic without offending or excluding others.
For instance, audiences were split on the Bruce Springsteen Super Bowl commercial for Jeep in 2021. With its inspirational rough vistas, folksy vibe, cowboy bravaura, and reflections on “a chapel in Kansas” that sits at the center of America, the advertisement, on the one hand, resonated with Jeep’s target demographic.
However, a lot of individuals were also turned off by the advertisement’s symbols since they were perceived as representations of prejudice, fear, and separation. Many viewers thought the advertisement didn’t relate to them.
Reaching out beyond the core audience and embracing new prospective customers is the function of marketing in diversity and inclusion.
3.Modify your message
Businesses frequently need to modify their messaging to make it more relevant to the times in order to accommodate evolving demographics and periods.
For instance, Gillette, which is well-known for its slogan, “The Best a Man Can Get,” started a campaign to advocate for the rights of transgender people. In the “First Shave” campaign, trans rights activist Samson Bonkeabantu Brown talks about his transition while shaving for the first time with his father.
4.Get information
Digital marketers may find it challenging to produce genuinely diverse content if they are not conscious of their own prejudices. Developing self-awareness is crucial when trying to be more inclusive in advertising, as will be covered below.
Gaining more knowledge about the brand you’re marketing is also crucial. Why is the brand significant to consumers? Seek out the characteristics that are common to all people, regardless of their race, color, gender, ability, etc.
Seek to understand how the brand might appeal to everyone by looking past the labels. How, for instance, might Jeep have made sure that their Super Bowl commercial connected with Florida’s working-class black women?
5.Encourage change
Markets frequently adapt to change, making sure their communications are pertinent and fresh. By introducing their intended audience to viewpoints and ideas that they might not otherwise encounter, they might also promote societal change.
Consider the significance that many customers attach to sustainability. Despite concerns about inflation and the cost of living, consumers are prepared to pay a 9.7% sustainability premium, according to PwC’s 2024 Voice of the Consumer Survey.
Consider Oatly, a company that markets and appeals to environmentally aware consumers and produces plant-based milk. To reach that expanding clientele, they run straightforward yet effective marketing initiatives.
Oatly came up with an unconventional stunt in which they hack their own murals to advertise the debut of their products in France. In order to give them a new meaning, it produced a series of movies that showed delivery drivers lining up their goods in boxes with a mural.
Four strategies for businesses to encourage diversity and inclusivity
Companies seek to hire and promote individuals who can encourage inclusion throughout the company because they understand the advantages of having a diverse workforce.
A diverse, inclusive culture can be promoted by organizations as a whole, but change must be driven by executives, HR departments, and individual workers. But how are they able to achieve that?
1.The company
Companies can encourage diversity by:
- Greeting everyone
- Presenting a welcoming picture
Hi everyone,
Race isn’t the only aspect of diversity. It’s about honoring different sexual orientations, gender identities, belief systems, physical and mental capacities, and so forth. Brands must think about how they may embrace everyone.
For instance, the Marriott hotel company makes sure that its personnel and culture are more diverse by implementing its “Empower Through Opportunity initiative.” Additionally, it collaborated with equalpride in its #LoveTravels campaign to encourage travel among LGBTQ+ individuals.
Organizations can attract a diverse workforce by ensuring their external and internal representations are welcoming to all. A key aspect is assessing whether website imagery promotes diversity or reinforces outdated stereotypes. Additionally, consider the inclusivity of other visual representations: office spaces, displayed posters, and images from corporate events. A commitment to inclusive imagery fosters an environment that attracts a broader range of candidates.
Terry Payne, Global Managing Director of Aspire Recruitment, emphasized in a DMI podcast: “Companies need to make their diversity and inclusion policies visible and ensure they’re recognized as diverse recruiters.”
2. Leadership Initiatives
Leaders play a crucial role in driving diversity:
- Leading from the Top: Promoting diversity must be a core value that permeates from the board level throughout the organization. Corporate leaders should exemplify inclusion in their actions and strategic decisions.
- Willingness to Change: Leaders must avoid hiring and promoting based on personal comfort or shared perspectives, which can perpetuate uniformity. Engaging with underrepresented groups and broadening recruitment practices ensures a mix of skills and viewpoints.
Recognizing and valuing diverse experiences can be challenging but is essential. For instance, organizations may need to become comfortable with younger employees leading teams or working alongside colleagues with different ideas.
Terry Payne noted, “One overlooked aspect of diversity is age. Companies should recognize that skills remain sharp, even after a career break, such as women returning to work post-family commitments.”
3. HR Department Role
HR can promote diversity by:
- Adapting to Labor Market Shifts: Companies that aim to hire top talent must stay aware of the evolving priorities of diverse candidates.
- Creating Opportunities: Companies should engage with communities to build awareness and provide scholarships or other support systems, exemplified by initiatives from organizations like Stantec.
4. Employee Responsibility
Every employee should strive to become aware of inherent biases and actively contribute to an inclusive environment:
- Developing Self-Awareness: Recognize your own biases and how they influence decisions. Seek perspectives different from your own and reflect on their impact.
- Owning Mistakes: Unintentional offenses can occur, but it is essential to accept feedback, apologize, and learn.
- Embedding Inclusion: While leaders set the tone, employees can reinforce a culture of inclusivity. Programs like Expedia’s reverse mentoring illustrate how employee-driven initiatives can elevate understanding.
- Creating Safe Spaces: A workplace should encourage open dialogue and ensure people feel comfortable expressing concerns. This includes virtual settings and physical office spaces.
- Educating Others: Engage in conversations that promote awareness and allyship. Encourage shared stories and support training programs that emphasize the importance of inclusion.
Conclusion
Diversity in digital marketing and corporate culture requires conscious effort. Organizations should shift their messaging, recognize shared values, and transcend labels. Hiring diverse talent breaks the cycle of reinforcing existing biases, and strategies like reverse mentoring can solidify progress. Self-awareness and genuine listening are fundamental to fostering inclusivity.
By embracing diversity at all levels, organizations not only enhance their reputation but also ensure a stronger, more innovative workforce.
