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Despite the backlash against diversity, equity, and inclusion (DEI) initiatives in the United States, consumers are voting with their money, showing they want inclusive marketing. His new 2024 study on consumer perceptions of inclusive marketing found:
- 50% of US consumers believe brands have an obligation to speak out on political, social and cultural issues.
- Workforce diversity, women's rights, and racism in America are inclusion-related issues that most consumers want to hear from brands.
- Despite the negative headlines over the past year, only 13% of U.S. adults say brands should not engage in inclusive marketing at all.
- Ads that promote inclusivity can be motivating for some people, especially Gen Z adults, although they put other purchasing factors on the back burner.
Inclusive marketing is good for business. This allows businesses to stay responsive to dynamic and changing markets. Young consumers are more likely to belong to diverse groups (LGBTQ+, multiracial, ethnic) and value diversity and inclusion not only in employment decisions but also when choosing where to purchase products and services. We place emphasis on
For organizations struggling with how to speak up about issues that consumers care about, consider the following questions.
- What are your values and how do they align with political, social and cultural issues that affect consumers?
- What inclusion-related issues has your organization already discussed or will discuss?
- What changes can you make in advertising and marketing to make the community you want to serve more inclusive?
Speaking out about DEI issues doesn’t necessarily mean taking a political stance. Statements and actions can show support for historically marginalized communities without alienating people from different political viewpoints.
Align DEI issues and values
Once you have outlined your organization's values, take a closer look at them to understand more about what they actually mean from a behavioral perspective. Perhaps trust, respect, and inclusion will be themes embedded in existing values. Rather than making a full-scale pivot to DEI work, build bridges from what you've already expressed about your culture. Leverage existing community engagement initiatives, employee resource group (ERG) initiatives, or employee engagement activities to demonstrate your interest in issues that impact society.
A client of mine was recently wondering how to take a stance on the Israel-Hamas war. They work in a community that has Jewish and Muslim employees and wants to serve both people equally.A two-part series about different perspectives from two different speakers with different life experiences. series was held. They took a closer look at issues affecting Jewish Americans, including anti-Semitism, Islamophobia, and issues affecting the American Muslim community. The goal is not to take a stance or choose a side. It was to show all sides that they care.
Speak out about inclusion
Consumers expect companies to care about issues that affect them. In fact, people trust businesses more than any other organization. Take inventory of past social issues your organization has shown support for, including George Floyd, gay marriage, and reproductive rights. These issues may be divisive, but chances are your employees, future employees, and consumers care deeply about them. People want to work for and support companies that care about the issues they care about.
After Indiana, one of the major states in which Salesforce operates (and my home state), introduced an anti-LGBTQ+ law, Salesforce spoke out. Salesforce CEO Marc Benioff acted quickly and said the company would no longer send employees or customers to Indiana. “Today, we are discontinuing all programs that require customers and employees to travel to Indiana to face discrimination,” he said on Twitter.
Make comprehensive changes to marketing
Rather than overhauling all your marketing strategies, review your current advertising and marketing and consider more comprehensive opportunities. Do the people in your marketing messages reflect the community you want to serve? Do your marketing images include a variety of races, ethnicities, and gender identities? Your marketing team Do your members come from diverse backgrounds?
One recent social issue centered on Colin Kaepernick, who took a knee during the national anthem at an NFL game. Nike featured Kaepernick in a series of ads to show support for racial justice and connect with young consumers who also care about racial justice. As a result, stock price and brand exposure increased. Taking a stance also has a positive impact on business.
People are looking for themselves reflected in how companies market their products and services. People are less likely to become consumers or employees if they don't see anyone who looks like them or whose values align with theirs.
