Global brands aim for diversity to be increasingly valued and visible, and achieve this through inclusive marketing campaigns. Examples of such campaigns coming from global companies show trends in the field of Diversity, Equality and Inclusion (DEI).
Inclusive marketing is an important strategy that brands must implement for both business and ethical reasons. Here are some of them.
Global reach and impact
Brands that use inclusive marketing create a sense of closeness and understanding of consumer issues, and in that way they are reaching a wider audience. Campaigns made in a local context, on general topics, can reach viewers all over the world thanks to social networks. Such example are the campaigns of Ariel and Pampers from India, both of which call for equality between partners by sharing housework and childcare.
Untapped market
Companies that pay attention to untapped markets are more competitive. These are companies that solve consumer problems for which others have not yet offered alternatives. An example of this is singer Rihanna’s Fenty Beauty, which offers cosmetics with 50 shades of foundation to meet the demand of customers with different skin tones.
Like the “beauty for all” series, other companies are looking for opportunities to offer their customers the right shade of pantyhose, since the so-called nude color does not suit everyone. A company that manufactures shampoo in the USA develops a series for every type of hair. Their campaigns highlight the differences between the hair of people of different races who have specific needs and look for solutions in their cosmetics.
Long-term customer relationships
When companies focus on their long-term reputation, they build connection and loyalty with their users rather than relying on one-time transactions with them. Dove is a company that has been campaigning for years to normalize differences. Through their campaigns, they show women of different body types, skin colors and ages and thus emphasize increasing self-confidence and self-esteem. The reputation that the company builds over the long-term helps to position them as an inclusive company, which in turn brings them revenue.
Regardless of the focus of the current marketing campaign, it’s never too late to include multicultural imagery, diverse voices, and emotionally-told stories that promote diversity and inclusion. Once marketing materials better reflect the real world, the next step is educating the audience about inclusion.
