How to get inclusive marketing right
True inclusivity starts from within. Once your business embraces diversity internally, you’ll be able to genuinely connect with diverse audiences externally.
Inclusive marketing can help you connect with more people, but only when done right. From understanding your audience to avoiding stereotypes, here’s how you can successfully create inclusive marketing campaigns.
Inclusivity. It’s a term we’ve all heard of by now but how many companies really understand it? With DE&I under attack, it’s more important than ever for companies to push for inclusivity in all aspects of business, especially when it comes to marketing.
But what exactly is inclusive marketing and how can brands get it right? Here’s everything you need to know.
What is inclusive marketing?
Inclusive marketing is essentially marketing that represents all forms of diversity. It focuses on including all types of people, things or ideas in your marketing efforts and treating them fairly and equally.
Sounds simple, right? Well, some brands struggle to do inclusive marketing properly, which is why it’s time for us to tell you where you could be going wrong, and how to change it.
Why is inclusive marketing important?
Someone’s age, ethnicity, gender, gender identity, sexual orientation, spiritual belief, disability, and socioeconomic status can all impact the way they interact with the world. And that’s what makes inclusive marketing so important.
If people see themselves represented in your marketing efforts, they’ll want to interact with your brand. It’s as straightforward as that. And there’s plenty of research to back this up.
A global study by Saïd Business School found that inclusive ad campaigns deliver:
- 62% higher likelihood of being a consumer’s first choice
- 15% higher customer loyalty
- 3.5% higher shorter-term sales
- 16% higher longer-term sales
The more inclusive you are, the more successful your brand could be. But how do you create an inclusive marketing campaign? And how do you avoid alienating customers?
How to get inclusive marketing right
Inclusive marketing isn’t hard to achieve – you just need the right framework.
To help you out, here are 4 ways you can successfully make your marketing more inclusive:
- Understand your audience
Who’s your audience and what matters to them? Hold focus groups and conduct surveys to find out more about your customers. Ask them what they think about your past marketing efforts and where they think you can improve. The more honest the feedback, the better for your brand.
- Listen to different opinions
True inclusivity starts from within. Once you embrace diversity internally, you’ll be able to genuinely connect with diverse audiences externally.
When brainstorming marketing ideas, make sure everyone has a chance to voice their opinion. Encourage diversity of thought and invite colleagues from various backgrounds to share their thoughts. This will help you identify potential blind spots, avoid inconsiderate messages, and create content that resonates with a wider audience.
If a company itself lacks inclusivity, it risks missing the mark in its messaging, potentially facing public backlash, and losing credibility with consumers who demand authenticity. And authenticity is particularly important to younger generations like Gen Z.
- Avoid stereotypes
Pay extra attention to avoiding stereotypes. Regularly review your marketing campaigns for unintended biases and be open to feedback from customers, workers, and anyone else.
Take a step back and think about how your marketing efforts will be viewed by people of various backgrounds. And we aren’t just talking about your customers. In today’s age of social media, any ad or social post can go viral without brands intending, and it’s not always for a good reason.
In 2024, Heinz faced backlash for its ad on the London Tube. The company was accused of erasing the role of black fathers and feeding into harmful stereotypes. Since then, Heinz apologised, saying they ‘understand how this ad could have unintentionally perpetuated negative stereotypes.’
The response to the Heinz ad proved that you need to engage with diverse communities instead of talking on their behalf. Seek input from individuals with lived experience and use data to understand consumer preferences rather than relying on generalisations. This will help you build a reputation as a brand that knows how to get inclusivity right.
- Work on your tone of voice
It’s important you approach sensitive topics with care. Every message – whether inspirational, thought-provoking, or playful – should be carefully crafted to reflect your brand’s values.
You can do this by establishing your tone of voice. This will help you talk to your audience in an inclusive way and avoid saying anything out of context or insensitive (even if unintended).
If you need help developing a clear and inclusive tone of voice, get in touch with our team.
