Customers today are more aware than ever about whether a company’s marketing represents them. If your marketing only features young women or middle-aged men, you might be losing potential customers. So, why is inclusion so crucial, and how can your marketing reflect it? Let’s dive in.
**Why Inclusive Marketing Matters**
The U.S. is more diverse than ever. According to Pew, 43% of millennials over 18 are nonwhite, which is more than any other generation. The 2017 Census estimates show that 40% of the U.S. population is multicultural. Specifically:
– 60 million Hispanics make up 18.2% of the population.
– 40 million African-Americans account for 12.3%.
– 19 million Asians, including Hawaiians and Pacific Islanders, make up 5.8%.
– 11 million Americans are of mixed race or “Other,” making up 3.4%.
**Inclusion Beyond Multiculturalism**
Different groups caring about diversity and inclusion aren’t just multicultural consumers. A significant seven in 10 millennials say they prefer brands that show diversity and inclusion. Consumers increasingly support brands that align with their beliefs. For instance, half of the millennials in a BCG survey say their chosen brands reflect their values and identity. Furthermore, 88% of consumers in a Salesforce poll believe companies should work towards positive social change.
Traditionally, diversity focused on race, ethnicity, and gender. Baby boomers and Generation X still see it that way, as noted in a Deloitte study. However, millennials and younger consumers view diversity more broadly, encompassing age, geography, religion, socio-economic class, sexuality, body type, marital status, and more.
**How to Make Your Marketing More Inclusive**
1. **Use Inclusive Imagery:** Finding diverse stock photos can be tough, but it’s crucial. Look for images that show people from various demographic groups in non-stereotypical roles. Consider sites like RepresentationMatters, the Lean In Collection, or Tonl, which specialize in diverse stock photography.
2. **Go Beyond Racial Diversity:** Do your images include people with disabilities, different body types, or those who aren’t conventionally attractive? Age, geography, and socio-economic diversity are also important factors to represent. Google, for example, realized their images were racially diverse but still showed people who looked like they all worked in tech and lived in trendy neighborhoods.
3. **Think Beyond Your Target Market:** You might think inclusive marketing isn’t necessary if your primary demographic is specific, like suburban men. However, you might be missing out on women, urban residents, or others who don’t see themselves in your ads. Consider showing a young woman using tools to set up her first city apartment or a multiracial couple fixing plumbing issues.
4. **Use Gender-Neutral Pronouns:** “They” is now commonly accepted in place of “he,” “she,” or “he or she.” This helps ensure that transgender and nonbinary customers feel acknowledged.
5. **Diversify Your Team:** The best way to create inclusive marketing is to have a diverse team. It can be hard to spot your own biases. Encourage your team to challenge the status quo and suggest new approaches.
6. **Ensure Your Business Reflects Your Marketing:** It’s important that your business practices align with your inclusive marketing. Train your employees on the importance of maintaining an inclusive environment.
Creating inclusive marketing takes time, but as business owners, it’s our duty to lead this change. It’s not just about attracting more customers; it’s about doing the right thing.
