This article shares the basics of diversity marketing, successful strategies, and a few examples of brands who did it right.
For many consumers, identifying with someone that looks like them in an advertisem*nt or campaign is very important. Whether it is cosmetics or electronics, people are more likely to buy products that they can see themselves using. Although brands used to aim towards white, straight, and thin audiences - they are now implementing diversity marketing strategies to reach larger, more inclusive groups. Let’s go over the basics of diversity marketing, successful strategies, and a few examples of brands who did it right.
What Is Diversity Marketing?
We define diversity marketing as any marketing strategy that accepts and includes various subgroups of a target audience, including categories related to:
- Age
- Ability
- Gender
- Sexual identity
- Race or ethnicity
- Religion and spiritual views
Within these segments, it's also possible to add more details like education, income, marital status, language, and weight. Simply put, diversity marketing is an approach that connects the widest variety of people within a target market.
Want to learn more about how modern brands use this technique? Here are some diversity and inclusion strategy examples.
Why Is Diversity Important In Advertising?
Diversity is important because it ensures that everyone’s voices are heard, and marketing is no exception. As more consumers search for brands that recognize them, businesses that are slow to improve their marketing efforts can seem outdated and apathetic.
Having a diverse strategy gives your business lots of benefits over your competitors, one being further exploration in the minds of your new or returning customers.
Developing A Successful Diversity Marketing Strategy in 3 Easy Steps
The best diversity marketing campaigns come from having awareness on cultures or customs outside of your own. And from there, you can release an effective message to your target audience.
Follow these three simple steps to develop a diversity marketing strategy for your brand.
1. Understand the Different Types of Diversity
Diversity is a broad umbrella that encompasses many different groups, all of which have different needs and wants, just like any other audience group. Go the extra mile to understand all of the users your brand interacts with and learn about the different groups that exist. Taking the time to dive into how they prefer to be discussed, spoken to, and how they look to be understood will move the needle when it comes to successful diversity marketing.
2. Add Inclusive Imaging To Your Content
One of the most important ways to make diverse groups feel seen is to make sure your imaging doesn’t consistently reflect only one type of person. Review the images your brand is implementing and consider: Do all the individuals pictured look the same? Do they all seem like they are part of the same cultural group? Are they portraying a picture of life that is very hom*ogenous? If this is the case, your imaging is probably not as inclusive as you’d like for it to be. Remember, representation matters.
3. Strategize Ways To Prevent Tokenism
Tokenism is defined as “the policy or practice of making only a symbolic effort,” and this kind of practice will not bring about desired results but rather cause harm to diverse groups and can sever connections with them. But, there are ways to ensure that your efforts make a lasting and sincere impact. Lead from a place of wanting to share knowledge and educate. In doing so, your marketing strategy will not only be authentic but will be a success.
At IDX, we are always trying to make your marketing as effective as possible, which includes thinking about how your brand can be more successful in its diversity marketing tactics. To discuss your strategies, get in touch today.
