Inclusivity is more important to consumers now than ever before. 90% of consumers believe that businesses “have a responsibility to look beyond profit and improve the state of the world,” and 86% of consumers said they are “more loyal to companies that demonstrate good ethics,” according to Salesforce’s recent study. But how is inclusivity in marketing achieved? Let’s explore the dos and don’ts of inclusive marketing, with a focus on multicultural marketing in particular. These ideas can be applied to diversity and inclusion of generations, abilities, and sexual orientations and gender identities as well.
Hubspot defines multicultural marketing as “developing and implementing a marketing campaign that targets people of different ethnicities and cultures within a brand’s overarching audience.” Further, inclusive marketing is defined as “developing and implementing a marketing campaign that targets people from a variety of generations, abilities, and LGBTQ+ identities.” This marketing strategy has a twofold impact; it allows corporations to resonate with a larger audience by targeting different minority groups and brings inclusion awareness to the majority groups that are already engaged with the brand.
Inclusive marketing must be based on actual inclusivity. Consumers don’t want the corporations they support to merely highlight a social issue but are instead urging them to take public action to help the cause at hand. According to a recent Google study, 71% of LGBTQ consumers said they are “more likely to interact with an online ad that authentically represents their sexual orientation.” But how do companies achieve a level of authenticity that will resonate with a wider, more diverse audience?
The answer is to create a foundation within corporations themselves; multicultural marketing strategies start with inclusive corporate programs. Diversity and Inclusion corporate programs are “an internal effort that a corporation commits to encouraging a work environment that inspires diversity of representation and thought, promotes and celebrates inclusivity, and provides equitable opportunities to all.” One principal of an inclusive venture capital firm simply states “if you seek to enter diverse markets, your organization must become the market you seek.” When corporations value inclusion and actively listen to marginalized voices, they can begin to authentically develop a diverse marketing strategy rather than a virtue signal.
Some corporations are leading the way for diversity and inclusivity. Procter & Gamble, for example, aims to reach at least 90% of every cultural group; although 17 out of P&G’s top 20 brands rank first or second with Black, Latinx and Asian consumers, P&G’s chief brand officer Marc Pritchard is eager to improve. The corporation’s commitment to achieving the highest standards of inclusion, as well as their overwhelmingly successful track record of such, gives P&G credibility among consumers who prioritize equity.
Successful multicultural marketing is a balance between intent and impact, stating a value and following through on that stated value with action. Resources to broaden equitable practices in marketing include this 6 principle learning module by Salesforce and a language-based conscious style guide.
Bianca Gonzalez is a freelance writer who specializes in intersectional social justice. She’s a queer latina feminist who beat brain cancer at 19. You can find her at stellarwordsfreelance.com.
