What is Inclusive Marketing?
Ever heard of inclusive marketing?
If you haven’t, no sweat. We’ll break down how we define it here. And if you have heard of it, you might have some questions – like what’s the difference between inclusive marketing and diversity in marketing? What are practical steps can you take to become more inclusive?
Let’s start with a definition.
There are a few which pop up these days. However, the definition we’ve been quoting since 2019 is by Salesforce, who say:
“Inclusive marketing is creating content that truly reflects the diverse communities that our companies serve.”
However, we’ve gone ahead and adapted this definition to take a more holistic view. Here’s our version:
“Inclusive marketing is implementing the right strategies, systems and processes to create content that represents the diversity of the brand’s target audience.”
Digging deeper into Inclusive Marketing
Inclusive marketing includes the part of your audience who come from underrepresented backgrounds in your content – those who have likely been historically marginalised.
To be inclusive, you need to include people of different ages, ethnicities, appearances and gender identities in your campaigns. When applicable, aim to represent different languages, socio-economic statuses, religions/spiritualities and physical/mental abilities in your marketing too.
It’s all about recognising that your audience is made up of different groups of people, and then inviting their voices and stories into your campaigns. Remember, you don’t need to include absolutely everyone on the planet – that’s not the goal. You just need to include the people you’ll find in your audience.
Want to introduce inclusive marketing to the company?
Book Joyann to deliver an informative lunchtime talk full of practical solutions!
You can’t ignore the benefits of inclusive marketing (and the consequences of non-inclusive marketing)
What are the benefits of marketing inclusively?
You reach more of your audience, so you sell more products. It’s that simple. Don’t believe it can do wonders for your business?
Check out these stats:
70% of Gen Z consumers are more trusting of brands that represent diversity in ads.
71% of people expect brands to promote diversity and inclusion in their online advertising
69% of brands with representative ads saw and average stock gain of 44% in a seven-quarter period ending last year
70% of younger millennials are more likely to choose one brand over another if that brand demonstrates inclusion and diversity in terms of its promotions and offers
69% of Black consumers are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity.
71% of LGBTQ+ consumers are more likely to interact with an online ad that authentically represents their sexual orientation.
The decision to ignore inclusivity can have dire consequences for your marketing. Your consumers can stop supporting your brand altogether. Just look at the image below or have a look at the statistics here.
Marketing is shifting to accommodate the desire for inclusivity, but we still have a way to go. Right now, misrepresentation, as well as underrepresentation are key issues in advertising.
Adweek discusses the issue with Madeline Di Nonno – the CEO of the Geena Davis Institute.
“Representation can reinforce stereotypes; for example, characters of diverse ethnicity in the U.S. were over twice as likely as white characters to be shown working out or at sporting events.”
There’s an undeniable shift occurring in marketing towards inclusivity. Now is the time to start thinking about your processes and inclusive strategy.
How is inclusive marketing different from diversity in marketing? Here’s how we split them at Arima & Co.
In our eyes, ‘diversity in marketing’ refers to the industry itself. We believe it means putting together a diverse team to do the marketing.
Diversity in marketing is something that can be controlled and led by hiring and training teams, instead of the marketing team. It involves diving into the hiring processes and looking at how the company provides support (such as flexible working hours).
That’s not all either. It involves dismantling years of systemic racism, sexism and ableism in the industry. So, it’s a BIG job that needs time and involves a multitude of departments and teams to be on the same page. Necessary, but not easy.
Inclusive marketing, however, doesn’t require years of work. A marketing team can commit to inclusive marketing today.
Inclusive marketing is about adding in the right processes and the commitment to remain creative. Inclusive marketing asks you to adapt the content you’re putting out there, and that’s something you have power over!
Contrary to popular belief, inclusive marketing can happen even if your team isn’t diverse (yep, we’re serious). People think you need a diverse team before you can even begin to think about this stuff. But we’re bursting your bubble – that’s not true!
Of course, having a diverse team aligns with inclusive marketing. There’s no doubt about it – it’s best to have one. Without a diverse team, you run the risk of stereotyping and you miss opportunities for new and exciting ideas that better relate to your wider audience.
But at the same time, having a diverse team doesn’t automatically mean your marketing becomes inclusive. Your team can only work with the personas you give them, and if that’s white, thin and non-disabled Sally from HR, then you’re doomed.
So, if you’re waiting for a diverse team first, stop waiting and get going. You can start marketing inclusively right now, with whoever you have!
Not sure where to start?
Our inclusive content audit can highlight areas for improvement. Find out more.
Our approach to inclusive marketing
We believe there are three key pieces that fit together to create inclusive marketing.
To help marketers approach inclusive marketing, we've created a model to highlight these key areas.
The three areas are:
Inclusive strategy
Visual representation
Inclusive language
Here’s our model:
Let’s get into the meat of these.
1. Inclusive strategy
This part of inclusive marketing looks at your goals, metrics and what you’ve done in the past. You’ll need to audit your company’s content to discover where you are, where you need to go and how to get there. Check out the audits we provide to get started.
This is a good time to think about website accessibility too. The strategy stage involves conversations with directors, putting together team processes and putting aside a budget. It also involves assessing your team's capabilities and deciding on what training is needed.
2. Visual representation
To make your visual marketing inclusive, ask these questions: are you showing different body sizes and races? Are you showing those with disabilities? Are you using diverse influencers?
Examine your stock photos, animations, videos and illustrations to see if you’re capturing your audience.
Remember, there are certain points of the year when diversity becomes more visible, such as Pride month, Black History month and Women’s History month.
To be truly inclusive, you need to show diverse groups of people all year-round, or else your version of diversity becomes tokenist.
3. Inclusive Language
Is the language you’re using inclusive? To make sure it is, it’s worth auditing your current use of language and coming up with guidelines for the whole department.
When your language is inclusive, you invite everyone in your audience into the conversation, AND it prevents you from offending or discriminating against others by mistake!
Depending on the sector, it might be appropriate for your brand to use the language of your target audience. However, we recommend you have a clear list of words that are NOT appropriate to use as a company. Oh, and keep this list updated!
We’ll admit, getting language right can be the harder part of marketing inclusively. Language shifts and changes with our culture. So, what can you do if you’re worried your words will offend?
Check with that particular community and see what words they’re using
Assess if it’s appropriate for you to use the word too
Focus on representing an individual in the community, rather than the whole
Be specific when referring to a person from a community, for example, if they’re Asian, specify which part of Asia they’re from
Be mindful when using gendered language and terms, and question your choices
Make sure you avoid ableist language, like disability metaphors which are commonly used but often pejorative
Don’t forget, what’s considered acceptable can be based on where you are in the world too. Make sure you’re aware of how your audience feels in the areas you’re targeting.
To sum up: people want to see inclusive marketing and you want to expand your audience to increase revenue. It’s simple! Make your marketing inclusive and you’ll see the benefits.
Are you uncertain you can make inclusive marketing a solid process? Well, we’re here to tell you… you can.
Expanding your reach usually means an increase in revenue, which can then lead to a bulkier budget. That means space for more creative ways to reach and expand your audience!
Inclusive marketing can support itself and keep itself going. It’s worth implementing.
Want to become more inclusive but need a bit of help?
Hey. We’re here. We’re the experts in inclusive marketing and we can help you put together a killer strategy that speaks to all of your audience.
If an audit is what you’re after, or a top-to-bottom inclusive strategy, just let us know.