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He marketing that shows inclusive or diverse qualities is causing a revolution in the market.
Large consumer retail brands are moving to serve this customer group.
This Sunday, February 12, the Super Bowl halftime show was held in Arizona, where the eyes of the world were on and for which many viral stories emerged on social networks. After Rihanna’s presentation, Another character stole the show, and this was the sign interpreter Justina Miles, a young woman who translated all the singer’s songs live and went viral for her peculiar way of demonstrating real inclusion.
In recent years, the growth of the inclusive consumer has marked a large number for all involved, That is why brands are increasingly launching products, services and even projects where they are in favor of diversity.
Given this, today more than ever, social values are determining purchasing decisions, and a Google survey conducted in October 2021 revealed that two in three consumers said that their social values strongly influence their purchasing choices.
In fact, according to the same source, marketing that displays inclusive or diverse qualities is causing a revolution in the market. According to McKinsey & Company, large consumer retail brands are moving quickly to serve this customer group that is also influencing the global marketplace.
Social networks exploded this Sunday, February 12, all over the world, after the halftime show of Rihanna at the Super Bowl that divided opinions about the singer’s performance on stage.
Between the digital conversation came out to bring out the participation of Justina Miles, a young sign interpreter for Fox Sports, who translated all of Rihanna’s songs live and gave her all just like the Barbadian artist.
In the videos on Twitter you can see the young interpreter introduce herself as a rapper, while Rihanna sings her most iconic songs. Without a doubt, the energy and sympathy of the young woman won the hearts of people, who quickly began to applaud her for her work on social networks such as Twitter.
I don’t know but the one with the dubbing is breaking it more than Riri pic.twitter.com/wNTvS1sMkP
— Light of Messi ⭐️⭐️⭐️ (@soy_planetaria) February 13, 2023
“I value the opportunity to make it possible for deaf people to enjoy these songs and not miss out on the full Super Bowl experience,” Justina Miles revealed in an interview.
In the communication industry, sign language has become a fundamental tool to be inclusive and show the same information to deaf people. In view of this, it is relevant to mention that the use of sign language is also a cultural right of deaf people and constitutes an essential factor in preserving and promoting their sense of identity and community.
This can be seen reflected in data such as that 87 percent of the country watches television programs, where this percentage includes more than 232,000 people with hearing disabilities.
In Mexico, in 2018 it was published in the Official Gazette of the Federation (DOF), that the television channels that are broadcast in 50 percent or more of the national territory, such as Las Estrellas, Azteca 7, Azteca Uno, Canal 5, ADN 40, and a+, must have Mexican Sign Language (LSM) or closed captioning in the national language, in the programming of 6:00 a.m. to 12:00 p.m.
And this is how inclusion is a recurring theme in company directives, and more so when people do take into account who are the brands that are applying these themes in their values.
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