Audiences are diverse but demanding and increasingly demand customization, as they are constantly searching for solutions for their specific needs. Although some companies have understood this and adapted the offer to it, there is one area that still needs to be perfected and that is inclusion.
People no longer only want to consume a product designed for their needs, they also want to see themselves represented in the campaigns of their favorite brands; that their ethnicities, beliefs, condition, preferences and more be made visible in an advertisement on social networks, a commercial or a billboard.
This representation is what helps those who buy or intend to do so feel considered and part of a brand. This helps not only increase sales but also achieve the long-awaited consumer loyalty.
To respond to these needs, the concept of inclusive marketingwhich in the words of Amazon Ads is about “marketing that includes diversity, from the internal structure of your brand and company to external advertising campaigns”That is, moving away from stereotypes and aspirations to offer authentic and real experiences.
Why should you implement it?
Inclusion is no longer optional, it is a requirement that consumers are demanding today. The Inclusion’s Next Wave study conducted by Wunderman Thompson Intelligence found that 66% of people said they were more inclined to buy from companies that talk about equality and inclusion issues.
Some of the benefits of companies turning to inclusive marketing are:
- Improve consumer perception of the brand.
- Create stronger connections with customers.
- Better results of a campaign.
- Increase sales.
- Contribute to a social transformation.
If you do not do so, you can pay dearly for the omission because people are willing to change brands if they do not perceive that they are considered by them or if they do not consider that there is a commitment behind it.
Inclusive marketing strategies, what should you consider?
Although to achieve an optimal strategy there are multiple steps to follow, below we share basic elements that can help you if you are considering making your campaigns more inclusive:
- Collect demographic data from your consumers. Knowing who you buy from, their origins, condition, preference and more, can guide you to better direct your efforts. You would be surprised by the diversity of profiles you will find.
- Listen to your clients. Create channels and take advantage of the data generated by these spaces in which your audience shares their perception about you, the needs they have and their expectations of you as a player in the industry of their interest.
- Show diversity and leave behind the practices of the past. For a long time stereotypes reigned, which were seen in all campaigns. Currently, with all the data you can obtain and aware of the era we live in, make visible the great diversity that exists in the world and, above all, that which makes up your audience.
- Contributes to real changes. Brands have a privileged position from which they carry messages to hundreds, thousands or millions of people, it is time to use that to positively impact society and, with actions such as a “simple” advertisement, strengthen a discourse of inclusion. Consumers will value it.
Inclusion is a necessity. It is time for more companies to see the importance of making marginalized groups visible, of giving prominence to diversity that was ignored for years. Inclusive marketing strategies will not only help achieve your business objectives, you will also be contributing to social change.
Daniela Ramos Communicator and mother. With 10 years of experience, I have been able to tell stories related to business, personal finances, work culture, entrepreneurship and technology.