Mastering Diversity, Equity, and Inclusion in Marketing: A Transformational Guide

Diving head first into a critical topic that's been reshaping the marketing landscape – Diversity, Equity, and Inclusion (DEI). In this blog post, we will explore why DEI matters, what it looks like in marketing, and most importantly, I will equip you with actionable tips to embrace DEI in your marketing strategies effectively.

Why DEI in Marketing Matters

In today's world, consumers are not just buying products; they're buying into values. The data is crystal clear: Millennials, in particular, demand that the brands they support align with their personal values. A staggering 83% believe this alignment is crucial. Moreover, the importance of cause marketing is on the rise, with over 70% of millennials willing to pay extra for products linked to charitable contributions.

Sprout Social's research reinforces this trend, revealing that 70% of consumers want brands to take a stance on social and political issues. People are not just passively observing; they're taking action based on their perception of a brand's inclusivity and diversity.

In essence, marketing that ignores DEI is no longer sustainable. Consumers are less likely to support brands they perceive as unethical or indifferent to societal issues. Therefore, DEI should be a cornerstone of your digital marketing strategies for now and the future.

What Does DEI Look Like in Marketing?

Verna Myers once aptly stated, "Diversity is being invited to the party; inclusion is being asked to dance." Diversity is the starting point. It means ensuring your marketing content represents everyone and is delivered through various channels to ensure inclusivity. For instance, if your imagery predominantly features one racial group, there's room for improvement.

Equity comes into play when you consider barriers some individuals may face. While they are represented and invited to contribute, their abilities might limit their participation. In marketing, this means optimizing content and communication for individuals with disabilities, such as optimizing your website for voice search.

Tips for Embracing DEI in Marketing

Here are practical steps to weave DEI into your marketing DNA:

1. Build a diverse team: Collaborate with a diverse group of marketers who understand your target audience deeply. This diversity will help create content that resonates without causing offense.

2. Prioritize intimacy with your customers and local community: Encourage your team to interact with the target audience in their natural environment. Invest in understanding their values and issues, not just as customers but as part of the local community.

3. Immerse yourself in different cultures: Dive into different cultures to gain insights into diverse lifestyles and worldviews. Cultural intelligence is essential for creating relevant content that avoids stereotyping and cultural insensitivity.

4. Have the difficult conversations: Share experiences and insights within your marketing team and company as a whole. Use these conversations as opportunities to redefine values and infuse them into your work.

5. Keep it sensible and moderate: While emphasizing diversity, avoid appearing forced. Going overboard can backfire and alienate your audience.

6. Focus on tone of voice: Create content that makes everyone feel welcome and speaks to different user types, avoiding highlighting differences. Consult style guides to ensure your language promotes diversity, equity, and inclusion.

7. Make your communication accessible: Ensure emails and websites are accessible to all, including those with disabilities.

8. Welcome contributions from underrepresented groups: Collaborate with content contributors and influencers from underrepresented and marginalized groups to ensure a broader perspective.

9. Look at others for inspiration: Study brands that have successfully integrated DEI into their marketing campaigns for ideas and inspiration.

Wrapping Things Up

Embracing DEI in marketing requires dedication, time, and resources. It's a long-term commitment that may lead to disagreements and lost customers. However, the benefits far outweigh the investment. By prioritizing DEI, your brand gains trust, loyalty, and a more inclusive following.

Remember, our communities are diverse, and our marketing should mirror that diversity accurately. It's not just good for business; it's better for society. Let's engage in continuous dialogue, broaden our horizons, and transform the way we market and interact. Together, we can create marketing that truly reflects our beautifully diverse world.