Inclusivity is a continuous learning process for everyone, and it’s an especially crucial evolution in the marketing world. Brands, consultants and agencies have to be conscious when recognizing people’s many identities and acknowledging the elements of who an individual is.
The Basics
The majority of marketing focuses on the demographic of the products or service being promoted. Inclusive marketing doesn’t target one specific demographic. It makes an effort to avoid traditional stereotypes and rise above them. Inclusive marketing recognizes all of the communities that it serves. Ethnicity, culture, language, religion/spirituality, physical/mental ability, gender identity, age, sexual orientation, body type, socio-economic status and mindset are some of the things that play into diversity.
It’s easy for a brand to forget one of these elements and end up in a marketing scandal. Brands need to lift their communities, embrace all of their differences and help those whose voices are often silenced, be heard. Doing these things will help initiate a positive change in your community.
Inclusivity = Brand Loyalty
It’s important that brands are thoughtful when selecting voices, messages, images and values to represent them. Thoughtfulness will help your brand gain new customers and retain existing customers. For existing customers, inclusivity will help them create a stronger bond with your company.
Building brand loyalty is crucial to any company, inclusivity will show your consumer base that you care about them as individuals as well as embrace their differences. Brands that are genuinely inclusive make an effort to connect with and communicate with their audience. They actively strive to use their brand to reflect who their customer is, as well as inspire their audience to embrace everyone’s similarities and differences.
Be Intentional
When practicing inclusive marketing in a diverse community, it’s crucial to be intentional. The biggest thing is to avoid appropriation and stereotypes. Try and evaluate context, have diverse representation, use a respectful tone and elevate underrepresented voices. Avoiding appropriation and stereotypes might seem like the obvious thing to do. If you put in the extra effort to counter stereotypes instead of avoiding them, it will make all the difference.
Inclusivity Effects Office Culture
There are ways to educate your team on inclusivity and help them be the best that they can be. Integrating DEI (diversity, equity and inclusion) programs into employee training is a great way for companies to ensure inclusivity in the workplace. Ultimately, inclusivity starts on the inside, if your employees don’t understand it, you can’t use your brand to promote it. There are always ways to improve your company’s culture and become more inclusive, it’s never too late to start.
To learn more about Team Burkhart’s history, company culture and how we strive to uplift our community, go check out our website(internally linked).
