Marketing with an Inclusive Approach: Marketing Through a DEI Lens

Navigating the DEI Landscape for Success: Marketing Through a DEI Lens

In the world of marketing, a unique opportunity has emerged—a moment that isn’t viral in the sense of social marketing, but rather a generational shift. This transformation is not about Instagram aesthetics, but a profound shift in values and consciousness. It's driven by social and racial justice movements, alongside the emergence of Gen Z with its strong alignment to values in both the workplace and marketplace.

Brands, more than ever, strive to project themselves as socially conscious—a practice known as conscious capitalism. Yet, the outcomes vary.

While some marketers have embraced the chance to instigate real change by integrating diversity, equity, and inclusion (DEI) into their strategies, others cling to conventional methods.

This is in spite of mounting evidence showing that consumers yearn to see themselves mirrored in brand messages. A recent Adobe study revealed that 34% of global consumers have boycotted brands that failed to represent their identity in advertising. Shockingly, up to 120 million U.S. residents feel their portrayal in ads is inaccurate.

QUESTION: Why is there a gap between forward-thinking marketers and the desires of their audience?

Research by the Unstereotype Alliance provides some insights: A survey of 100 companies and agencies in the UK revealed that 64% avoided diversity in ads out of fear of making mistakes, while 47% admitted they lacked experience in representing diverse communities.

Their concerns aren't unfounded. Authenticity is paramount, and backlash can be swift when a company's actions don't align with its socially conscious messaging. Social media's rapid pace further complicates the situation, as shown in a recent study published in the Journal of Marketing, where "woke brands" are swiftly criticized for marketing missteps.

Real-world examples abound. While Proctor & Gamble (P&G) authentically embraced change, others failed due to insincere efforts or attempts to capitalize on current events. DC Comics faced criticism for a misguided attempt to honor Hispanic Heritage Month, and luxury brand Dolce & Gabbana suffered a significant drop in sales in China due to culturally insensitive ads.

The success of some companies compared to others may be attributed to their holistic integration of DEI. For example, P&G's "Widen the Screen Campaign" not only featured diverse voices but involved diverse talent throughout the campaign.

To enact genuine change, a company may need to reevaluate its core principles. As Philip Kotler, renowned author of Marketing Management, notes, "A brand today is the company's promise to deliver a specific benefit addressing customers' needs and identity." This shift has profound implications for modern marketing, with many companies now including the creation of societal value in their mission statements.

Explore the Best Practices of Inclusive Marketing

Whether you're a newcomer or a seasoned professional, our Best Practices Guide to Inclusive Marketing is a must-have companion for all your DEI initiatives. It's a valuable resource that will empower you to make meaningful changes.

Join Forces to Navigate the DEI Marketing Landscape

The American Marketing Association (AMA) and The Diversity Movement (TDM) have renewed their partnership, dedicated to helping marketing professionals implement DEI principles in their daily work. This partnership seeks to facilitate authentic, courageous, and value-driven conversations that tackle real-world challenges.

"Our chapter leaders recognize the need for more DEI tools and training," says Chad Wilson, Director of Learning at The American Marketing Association. "They are increasingly asked to incorporate DEI but don't know where to begin."

The collaboration between the two organizations produced the "Best Practices Guide to Inclusive Marketing," which emphasizes the power of inclusion in the business world, particularly in marketing and communications. TDM also conducted DEI training for AMA chapter leadership, prompting requests for professional development and training for AMA members.

Why Does This Matter?

Inclusive marketing practices focus on looking beyond conventional narratives about diverse groups and aim to highlight shared experiences and perspectives we all hold. Unlike "multicultural" or "ethnic" marketing, it's about understanding the unique needs and the challenges of a target market, rather than tokenizing or exploiting a group.

Donald Thompson, CEO of The Diversity Movement, hopes that marketing professionals will use these tools with confidence on their DEI marketing journey. "You don't have to get everything perfect all at once, but it's crucial to commit to progress," he emphasizes. "Marketing becomes more meaningful, human, and effective when DEI principles are woven into every step, from ideation to analysis."

Final Takeaway:

Challenges persist in the journey toward authentic and inclusive marketing. Some marketers are hesitant, fearing missteps or lacking experience in representing diverse communities. Authenticity is paramount as consumers hold brands accountable for insincerity.

Real-world examples, both successes like P&G's "Widen the Screen Campaign" and failures, highlight the importance of integrating DEI principles.

Opportunities and partnerships to unite Marketing professionals will help assist with sharing ideas, thus creating better and more inclusive campaigns with diverse audiences in-mind. The renewed partnership between AMA and TDM provides essential knowledge and skills for incorporating DEI principles into daily work.

By embracing DEI, we as marketing professionals can assist in evolving industries, and focusing on understanding diverse audiences' unique needs and experiences.

Though the journey may not be perfect, committing to progress is essential. Donald Thompson, CEO of The Diversity Movement, emphasizes that marketing becomes more meaningful and effective when DEI principles are integrated throughout the process.

Inclusive marketing isn't a trend; it's a transformative shift that creates authentic connections and drives positive change in our industry and society.