American society isn’t just more diverse than it’s ever been – that diversity is now highly visible. More than ever, consumers are demanding marketing that pays attention to representation and shows the American public as it is: A huge and varied spectrum of races, bodies, genders and socioeconomic classes.
It’s understandable that some companies are struggling with these new standards – after all, things have changed rapidly in the past decade – but it’s time for anyone who’s been on the fence to start making an active attempt to create better representation in their marketing. Today, we’ll take a look at a few key questions that can help your team create respectful, inclusive and, ultimately, more effective marketing campaigns.
How is diversity defined?
First, let’s talk about what we mean by the term “diversity.” You might hear the word tossed around a lot, but what does it mean on a practical level? Diversity, as we’re going to be discussing it, is:
While these definitions will be helpful, it’s equally important to figure out what diversity means to your business specifically. It might mean fixing the representation in your ads when it doesn’t accurately reflect your brand’s demographics, or it might mean taking a stand on an issue that’s important to many people in your audience. For some businesses, it may even mean acknowledging harmful things that have been associated with your brand in the past and taking responsibility for them.
Why does diversity in digital marketing matter?
So, why is it so important that your digital marketing campaigns feature inclusive representation? Several different studies suggest that there are a variety of ways that diversity matters in marketing, including:
Diversity in digital marketing also has a defensive side. A solid grounding in diversity principles is important for reducing costly gaffes and potential PR disasters such as Dolce & Gabbana’s ill-advised campaign featuring a Chinese woman attempting to eat various American foods with chopsticks. Saying the wrong thing can be much worse than saying nothing at all, and having a diverse staff who are empowered to candidly call out a misstep is the best way to prevent that.
How can you make your digital marketing more diverse?
Unfortunately, there’s no magic wand to wave and create “instant diversity.” Inclusion has to be grown organically from a marketing philosophy that rewards and celebrates it, and that usually requires some long-term work. Some of the diversity steps that marketers can begin taking today include:
Remember that these aren’t one-and-done tricks to score some easy points. It’s critical to approach diversity as a constant process rather than as an achievement. Keep a running list of improvements you’d like to make and don’t be afraid to add to it.
What mistakes can derail digital marketing diversity?
With issues as potentially sensitive as those surrounding diversity and representation, it’s no surprise that there are some important pitfalls to be aware of and avoid. Some key mistakes many brands make when they’re trying to create inclusion and diversity include:
Representational diversity can be a fine line to walk, and it takes practice and commitment. Diversity in marketing is best created from the ground up by a team that already has a culture of inclusion in place. Without a foundational grounding in what it means to be diverse, your efforts will often fall short or backfire. That means that there’s no shortcut – only the hard but extremely rewarding work of building up your business as an inclusive institution.
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