Inclusive marketing is the way forward. With the internet and social media being such a commonplace part of our everyday lives, brands really can’t afford to ignore inclusive marketing. According to iProspect, an impressive 93 percent of marketers agree that inclusive marketing is important for business growth.
So, What Is Inclusive Marketing?
Inclusiveness is defined in the Cambridge dictionary as ‘the quality of including many different types of people and treating them all fairly and equally.’ The same definition is true for inclusive marketing.
Inclusive marketing is about tailoring your marketing efforts to best serve your audience. It means acknowledging and respecting the full breadth of diversity that exists in the community in which you operate. It also means that you rise above any cultural biases and stereotypes and exhibit thoughtfulness and compassion with your published content.
Regardless of your product or service, you have likely conducted extensive market research on your target audience. You may have investigated their lifestyle, online habits, age, gender, economic status, and geolocation. With this information, you probably crafted a well-thought-out marketing strategy to help you attract more leads and increase your conversion rate. Still, all of this might be in vain if you are not customised to be as inclusive as possible.
What Are the Principles of Inclusive Marketing?
Six keys principles underlie inclusive marketing. These are:
- Tone
- Connotation
- Multicultural representation
- Context
- Non-appropriation
- Non-stereotyping
Let’s take a closer look at these principles.
Tone
The style with which you convey your message makes a difference in how it will be received. Consider your tone when writing content. Is it inclusive? Or does it only speak to a particular gender, ethnicity, or ability level? Of course, different products and services are more appropriate for some than others. Still, if the tone is dismissive of inclusivity and its importance, you might lose some valuable customers.
Connotation
Just because you haven’t explicitly said something doesn’t mean you haven’t said it. Certain words and phrases have connotations that make some of your readers feel excluded. It is important to work with a marketing team that is diligent in how they use words and phrases throughout your written and verbal content.
Multicultural Representation
The representation of different cultures among your audience is important for your reputation as a business. All communities and cultures like to know that they are being acknowledged and represented by the brands and businesses they rely on. People like to see themselves in the media they consume.
Context
As a society, we’ve come a long way from tolerating racism, sexism, and so many other forms of discrimination. Although discrimination still exists, many people work hard to make sure that the best policies are in place, especially in work environments, so that all of us can be treated equally and fairly.
As such, consider your content as it relates to a wider context. Does it speak to old-fashioned ideals and outdated belief systems? Os it culturally sensitive and inclusive? You can guess which is better for your business…
Non-appropriation
Appropriation means to take something from a particular culture and use it without respect or consideration for its roots. This might be clothing, forms of prayer, music, or religious symbols. If your content or any other area of your marketing strategy appropriates another culture, you are likely to receive an unforgiving backlash from the public.
Countering Stereotypes
Stereotypes are harmful and perpetuate discrimination. Brands can appeal to audiences and improve their reputation by using their reach and influence to counter stereotypes. Consumers respect and return to brands that take on counter-stereotyping in the context of social responsibility.
In Conclusion
There is no doubt that inclusive marketing is the way forward. Inclusivity is valued among consumers, younger consumers in particular. According to recent research by Accenture, almost 70 percent of millennials are likely to choose a brand that demonstrates inclusivity over a brand that does not. As these young consumers gain more influence over which brands succeed, it is essential for your growth to be as diverse and inclusive as possible.
If you’re unsure where to start, it can help to look at your team. Do you have team members from different cultures and backgrounds? Or is your team made of members from the same demographic? Inclusive marketing becomes easier when you can call upon the advice and opinion of people who represent the demographics you are trying to reach.
Ultimately, inclusive marketing recognises that audiences are often made up of multiple demographics and that everyone wants to be acknowledged. For businesses, inclusive marketing is a great way to attract more leads and loyal customers and form deeper connections with existing customers.
