The Importance of Inclusivity in Marketing

With June being Pride Month, we are discussing the importance of inclusivity and diversity within your marketing strategy. Inclusive marketing content can actually affect consumer behavior and encourage engagement with your brand. In fact, according to Kristen Shipley “Research shows that people are more likely to consider or even purchase a product after seeing an ad they think features people in authentic ways. Sixty-four percent of them even report having taken some sort of action after seeing such an ad.” If you are seeking to improve diversity within your workplace, campaigns and ads, it will be a change that pays off. Check out these statistics below from Think with Google to further consider the importance of inclusivity within your brand.

Think with Google

Source: Google/Ipsos, U.S., Inclusive Marketing Study, n of 2,987 U.S. consumers ages 13–54 who access the internet at least monthly, Aug. 2019.

How To Effectively Create Inclusive Ads for Your Business?

In order to create impactful ads, it’s important to understand what truly matters to the audience you desire to reach. Conduct extensive demographic research to properly convey relevant ads. Interact with your audience, send polls on social media, and create online surveys before moving forward with a plan. Create a strategy and review it with your team so they understand what language to use and how to positively reach the consumers for your campaign. Consider creating a diverse marketing team who can truly understand the wants and needs of your demographic audience.

Check Your Biases

What your brand is promoting and supporting should line up with your brand’s culture. To successfully avoid general biases, your team should be diverse. It isn’t enough to quickly implement inclusivity in your ad, the ad should be filled with purpose and positive intent that may be easily overlooked without the proper team. This is an opportunity to help expand and grow your company toward a positive direction through understanding and asking the right questions. Listen to your consumers and start conversations with the intent of action represented in your campaigns.

For more tips and resources discussing inclusivity, click HERE to learn more.

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