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PoliciesIncluding inclusivity
6 principles you can't afford to ignore when implementing inclusive marketing for your brand.
This week we shed a light on why inclusive marketing is important, how you can implement it, and the potential it can have for your business.
Elizabeth Wilson
Business Management
Ethics and Social Conscience
2 minute read
In 2020, we witnessed the unlawful killing of George Floyd and resurgence of the Black Lives Matter movement. What started as one man’s final words – ‘I can’t breathe’ – soon became the anthem of millions suffocated by a society that fundamentally failed them.
In response, politicians, celebrities, and brands took to the streets and social media in an historic show of solidarity1. But in place of image-boosting praise, most were met with harsh criticism from increasingly skeptical consumers who saw it as a publicity stunt2.
Over the weeks that followed, brands were held accountable for the lack of genuine representation in not only their advertising, but workforces too. There was a tidal wave of complaints about brands from L’Oreal to the NFL2. So what went wrong?
In response, politicians, celebrities, and brands took to the streets and social media in an historic show of solidarity1. But in place of image-boosting praise, most were met with harsh criticism from increasingly skeptical consumers who saw it as a publicity stunt2.
Over the weeks that followed, brands were held accountable for the lack of genuine representation in not only their advertising, but workforces too. There was a tidal wave of complaints about brands from L’Oreal to the NFL2. So what went wrong?
In Short
- It's important to get inclusivity right - from a moral, brand, and business perspective.
- It must be authentic and respectful, not just a tick-box exercise.
- 6 principles to improve your inclusivity.
Doing right, right
Inclusive marketing is, of course, the right thing to do from a moral perspective. But when addressed with authenticity and respect, it can empower customers3 and have a powerful effect on brand loyalty, conversions, and retention. Something the likes of L’Oreal and the NFL failed to recognise.
49% of consumers stopped purchasing from a brand that did not represent their values.
64% of consumers took action after seeing an ad they considered to be diverse and inclusive.
49% of consumers stopped purchasing from a brand that did not represent their values.
64% of consumers took action after seeing an ad they considered to be diverse and inclusive.
Six things not to ignore.
When reflecting on my experience of authentically fostering inclusivity in our work, I’ve always found these six principles3,5&6 to be a good place to start:
Cast a wide contextual net
Ask yourself what circumstances inform an event or piece of content? Could they be a trigger for your audience?
Avoid appropriation
When drawing on an aspect from a particular culture, honour the meaning behind it.
Ask for diverse opinions
Seek guidance from multiple viewpoints to evaluate intent and impact.
Demonstrate balance
Represent diversity in your imagery (think ability, age, race, gender, family dynamic, and body type).
Counter stereotypes
Avoid standardised images that represent an oversimplified opinion, prejudiced attitude, or uncritical judgment.
Practise what you preach
Look inward, interrogate your company’s values, then be sure these mirror your brand image in market.
Cast a wide contextual net
Ask yourself what circumstances inform an event or piece of content? Could they be a trigger for your audience?
Avoid appropriation
When drawing on an aspect from a particular culture, honour the meaning behind it.
Ask for diverse opinions
Seek guidance from multiple viewpoints to evaluate intent and impact.
Demonstrate balance
Represent diversity in your imagery (think ability, age, race, gender, family dynamic, and body type).
Counter stereotypes
Avoid standardised images that represent an oversimplified opinion, prejudiced attitude, or uncritical judgment.
Practise what you preach
Look inward, interrogate your company’s values, then be sure these mirror your brand image in market.
"Consumers need to know that the diversity you showcase isn’t just a tick-box exercise."
Inclusive marketing can make a significant impact but it doesn’t just start or stop there. Increasingly, consumers have stopped taking marketing at face value and as a result of the Black Lives Matter resurgence in 2020, I believe this trend will continue to rocket in 2021. Consumers need to know that the diversity you showcase isn’t just a tick-box exercise, but that it’s echoed in every conversation, decision, and team, in your business, and at every level.
on accessible design
Does your website cater to users with varying needs? One indicator is whether or not it relays information in multiple ways. For example, instead of solely outlining a warning in red, it might include a text description and icon as well. Check out the Web Accessibility Guidelines for more ways to improve.
Invisible disabilities: Key statistics
To be inclusive you need to be proactive – asking ‘what can be done?’ rather than just responding to calls of ‘please do better’. These figures from Autism Awareness Australia show the potentially adverse effects of failing to take action.
References
- Jasmeet Sidhu, 'I can’t breathe': The refrain that reignited a movement (30 June 2020) Amnesty International.
- Tonte Bo Douglas, 5 Companies That Got It Right & Wrong Speaking On Black Lives Matter (8 June 2020) BYP Network.
- Inclusive Marketing Research Microsoft Advertising, The Psychology of Inclusion and the Effects in Advertising: Gen Z Key Insights and Ideas for Application (2020) Microsoft.
- Shelley Zalis, Inclusive ads are affecting consumer behavior, according to new research (November 2019) Think with Google. As cited in Ann Gynn, How to Do Diverse and Inclusive Content Marketing That Matters (5 June 2020) Content Marketing Institute.
- Alexandra Siegal, 6 Principles of Inclusive Marketing: Introducing our New Equality Trailhead Module (6 February 2019) Salesforce.
- Marketing Interactive, 6 principles of inclusive marketing (21 February 2019) Marketing Interactive.
