In today’s fast-paced business landscape, companies and organizations must remain adaptable and continuously modify their marketing strategies to stay competitive and abreast of the latest trends and technologies. One such trend in marketing and advertising is inclusive marketing.

Inclusive marketing refers to a form of marketing that centres on promoting diversity through advertising campaigns. Inclusive marketing encompasses a broad range of characteristics such as age, physical appearance, ethnicity, and gender identity, as well as linguistic proficiency, socio-economic status, religious/spiritual beliefs, and physical/mental capabilities.

Why Inclusive Marketing 

In advertising, it is important to acknowledge the diversity of your audience and tailor marketing campaigns that effectively resonate with individuals from all walks of life and backgrounds. Inclusive marketing, therefore, aims to reflect the reality of people in the world as they are. Companies should evaluate whether their business accurately reflects the communities and customers they serve. Failure to recognize and acknowledge diversity could result in alienating customers and subsequently losing them. 

According to Forbes.com “In 2019, Adobe conducted a research report of more than 2,000 consumers. Their results showed that 66% of African-Americans, and 53% of Latino and Hispanic Americans feel their ethnicity is portrayed stereotypically in advertisements.” 

Advertising campaigns that continue to perpetuate stereotypes and display superficiality, exhibit cultural insensitivity. Consequently, numerous brands, regardless of size, have found themselves apologizing for ads that failed to align with their values and commitment to diversity. 

These mistakes can be traced back to a critical deficiency in the teams responsible for producing the ads: a lack of customer intimacy. 

Inclusive Marketing is Appealing to a Wider Audience 

One of the primary advantages of inclusive marketing is the potential to reach a broader audience of potential buyers. By embracing diversity and creating marketing campaigns that resonate with individuals from different backgrounds, companies can effectively connect with previously underserved markets. In 2019, Google found 69% of Black consumers were more likely to purchase from a brand that is positively reflecting their race/ethnicity in advertising.  

Inclusive Marketing Also Caters to Modern Buyers 

Customers today place a growing emphasis on diversity, inclusion, and a sense of belonging, especially when they or someone within their social circle identifies with a diverse group. To be more precise, a survey conducted in 2019 revealed that 64% of consumers took some form of action after seeing an ad that they perceived as diverse or inclusive. This demonstrates that inclusive marketing campaigns can have a tangible impact on consumer behaviour and lead to increased engagement, loyalty, and sales. As Gen Z continues to gain more market power and become a more significant demographic, this trend is expected to continue and become even more crucial for companies looking to remain relevant and competitive. 

Tips for Using Inclusive Marketing Effectively 

  • Avoid stereotypes: Inclusive marketing means avoiding stereotypes, which can be harmful and divisive. Instead, aim to highlight the diversity and unique characteristics of each group of people you’re representing in your marketing campaign. 
  • Use inclusive language: Language is a critical component of inclusive marketing. Use inclusive language that is sensitive to different cultures, gender identities, and abilities. Avoid gendered language and use gender-neutral terms when possible. Also, avoid using offensive or derogatory terms that can alienate some of your target audience. 
  • Consider accessibility: Make sure that your marketing materials are accessible to everyone. This includes using alternative text for images, closed captions for videos, and ensuring that your website is accessible to people with disabilities. Accessibility is an essential aspect of inclusive marketing and can help you reach a more diverse audience. 
  • Use diverse group photos: Use photos that feature people of different ages, races, genders, and backgrounds. This approach demonstrates that your product or service is designed for everyone, and it can help a larger audience relate to or form a connection with it. 
  • Convey fairness: It’s important to convey a sense of fairness and equality among all people, places, or things you include in your inclusive marketing campaigns. For example, using an equal number of people of different ages, races, or genders can represent a sense of balance in your marketing approach. 
  • Emphasize positive relationships: Highlighting positive relationships between different groups of people can help convey feelings of positivity and inclusivity among diverse communities.  
  • Emphasize positive relationships: Highlighting positive relationships between different groups of people can help convey feelings of positivity and inclusivity among diverse communities.  
  • Feature people, not just products: To emphasize diversity, consider including photos or videos of people alongside the product or service you’re promoting. This can help convey the idea that what you’re marketing can benefit everyone, and anyone can use and enjoy it.