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Reflecting the reality of the world, representing those who have been marginalized, is a value that customers appreciate and look for more in a brand every day.
Society continues to change, the new Gen Z and Gen Alpha generations increasingly expect brands to reflect the diversity of lifestyles.
With inclusive marketing we communicate values, deepen connections with our customers and reflect the diversity of a brand’s community.
The marketing strategies of the brands have changed like the consumption habits of the people, and that, thanks to the various situations that are registered socially. Recently, Levi’s announced that it will expand its gender neutral line, after obtaining positive consumer acceptance data.
There are many companies that, in the current environment, are applying inclusive marketing to reach and connect with their audience. According to specialists, inclusive marketing consists of creating campaigns with which people can identify themselves through communications that focus on and accept the diversity of people such as race, gender, sexuality, religion, etc.
Likewise, it is defined that advertising can be more inclusive by incorporating more voices, creative material and perspectives that represent a broader audience.
According to Amazon data, 67 percent of consumers say it’s important for brands to take steps to promote inclusion.
Also a study carried out in 2019 by the consultancy Morning Consultation In the US, it says that 53 percent of consumers feel that brands have increased their social commitment, which can lead to boycott actions or increased sales, depending on the case.
Levi’s will expand its gender-neutral line
Recently, the head of Levi Strauss, the country’s oldest jeans company, said he intends to grow his gender-neutral line of denim products because there’s a rise “from the consumer, that’s why.”
With this new, CEO Chip Bergh shook off any fears of a Bud Light-type backlash against his 170-year-old company when he revealed that the San Francisco-based brand is “slowly” building unisex clothing options.
“We know that some women buy some men’s products and some men buy women’s products. We know that continues, we have the research and data to prove it,” Bergh said during an Axios BFD event in San Francisco.
This announcement comes after criticism against Bud Light, for which the Levi’s CEO, 65, did not address the controversy, instead sharing that Levi’s “actually has a gender-neutral line”.
“It was a small collection,” she said, suggesting the company is looking to grow the line, as data shows women and men buy products made for the opposite gender.
Recall that Levi’s first gender-fluid line, the Line 8 collection, launched in 2017. And the press release for the launch said that the “selection of products (are) designed to be worn by anyone, regardless of age.” gender”.
Likewise, in 2019, Levi’s published a unisex shopping guide. Meanwhile, the following year, the brand published a blog post clarifying that Levi’s iconic 501 jeans are made “for a variety of bodies, regardless of gender,” the post said.
All this opens a debate about brands and inclusion, since Bud Light has seen its sales drop by up to 30 percent in some regions of the United States, since its relationship with the transgender influencer Dylan Mulvaney.
It all started when, in early April, the nation’s best-selling beer brand sent Mulvaney a personalized Bud Light can featuring his face to celebrate his “365 days of childhood.” The can was never made available for public sale, but when Mulvaney posted a photo of it for his millions of Instagram followers, users immediately criticized Bud Light for waking up.
This case joins others that have unleashed consumer boycotts for their inclusive strategies.
But, brands must be faithful to their purposes and values and, therefore, they must not give up supporting the causes they deem appropriate or collaborate with the actions they deem necessary.
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