In today’s diverse and dynamic market landscape, businesses are increasingly recognising the importance of inclusive marketing. At Purple Goat, we understand that embracing inclusivity is not just a moral imperative but a business one. This blog delves into the multifaceted benefits of inclusive marketing for brands, highlighting how it not only reflects societal diversity but also fosters deeper brand loyalty, reaches new audiences, and drives meaningful change.
If you’re not sure what inclusive marketing is or want a bit more information on why it is so important, why not check out our blog ‘The Power of Inclusive Marketing For Businesses‘.
5 Benefits of Inclusive Marketing for Brands
- Reach new audiences
Inclusive marketing enables companies to reach new audiences. The North Face released a campaign titled ‘The Summer of Pride’ in May 2022. Despite an initial backlash, The North Face expressed its wish to create an inclusive community for those who enjoy the outdoors. Even though this campaign was met with some resistance by already existing consumers, it certainly gained attention and attracted new audiences!
- Reflect society
Inclusive marketing reflects the diversity of the human race. It enables companies to showcase how their brand/product/service can be used in the real world, by a multitude of people. This type of marketing can create a positive brand image, whilst also demonstrating a business’s commitment to reflecting a more diverse and inclusive world.
- Increase brand trust & loyalty
Inclusivity can increase a customer’s sense of trust in a brand. This may inspire them to return again as loyal customers. A trusted brand is a brand for life. A study by YouGov found that the best brand in the UK in 2022 was Marks & Spencer with a score of 46.5. This score was calculated using averages of the following scores: impression, quality, value, satisfaction, recommendation and reputation. Marks and Spencer was followed by Samsung (40.2), IKEA (40.1) and Cadbury (40.0).
Whilst these brands are long-standing and may have accumulated trust over time, there is no doubt that they are embracing the inclusivity movement e.g. the 2021 ‘Anything but Ordinary’ campaign by M&S features a diverse range of models from various ethnic groups, and they’ve recently collaborated with inclusive model agency ‘Zebedee’ on their Channel 4 documentary.
- Be Seen As a Force For Good
Inclusive marketing positions a company as a progressive and socially responsible entity. When a business embraces diversity in its marketing, it not only reflects a commitment to equality and representation but also resonates with a socially conscious consumer base. This approach enhances the brand’s reputation, signalling to customers that the company is not just about profit but is also invested in making a positive impact on society. Such a stance can strengthen customer loyalty and attract new clients who value ethical and inclusive practices.
- Increase employee satisfaction & retention
An environment which promotes diversity and inclusivity may enhance employee engagement, productivity and innovation. It can also increase employees’ sense of belonging in the workplace; if people feel that they are treated with fairness and respect they may be more likely to remain with a company long-term. An inclusive environment also means that employees are more likely to feel safe and speak up when experiencing limitations related to diversity and inclusion. This can give employees a sense of empowerment as they foster solutions for themselves and others.
How to Introduce Inclusive Marketing to Your Company
You don’t need to overhaul your company to begin introducing inclusive marketing – you can start today! Here are 8 x Quick and Easy Steps that you can begin to implement:
- Make an Effort to Understand Your Customers
If you want to begin reflecting a diverse range of people in your marketing, you need to understand how to do this appropriately. You may have some knowledge about marginalized groups, but do you have an understanding? Do your research and invite under-represented groups to tell you their story – what do they really experience? What do they want to see in mainstream marketing? And how do they want to be represented?
- Question Assumptions
We all have preconceived ideas and biases. Recognise that this is part of being human, and whilst we may not be able to change our own life experiences, and the view of the world in which we form, we can challenge our preconceptions. Make an effort to be consciously aware when you notice yourself making an assumption and ask ‘’is this a true representation or my own interpretation?’
- Avoid Generalisations
Avoid making sweeping statements and instead try to understand people’s individual experiences. Every person is unique and deserves to be heard. Quite often, a personal story can create an extremely powerful and emotive marketing campaign.
- Celebrate Under-Represented Holidays/Events
Consider how you can represent holidays and events celebrated by marginalised communities. For example, could your company celebrate the ‘International Day of Persons with Disabilities’ or ‘Rosh Hashana (Jewish New Year)? Or maybe, you could release a video marketing campaign for ‘Gypsy, Roma & Traveller History Month’ giving people the chance to share their stories and experiences. However, it is important that you celebrate these authentically, rather than doing ‘diversity washing.’
- Diversity in Decision-Making
When creating marketing campaigns or making decisions across the board, make sure you have a wide range of people and perspectives. This can support you to identify stereotypes and ensure that you are portraying true representations. Do you have a diverse group of people making those decisions? Do you need a group of inclusion consultants to help out?
- Share Your Diversity & Inclusivity Policies
Create and share transparent diversity and inclusivity policies with management and employees. This will provide people with the information they need, and make them feel supported and empowered to speak up if any issues arise within the organisation.
- Host Inclusion Workshops
You may want to book Inclusion and/or Sensitivity Workshops for team leaders or company employees. This can increase people’s confidence when it comes to addressing diversity and inclusion within the workplace, and inspire new ideas for inclusive marketing campaigns. You can find out more about DE&I Training through Purple Goat.
- Write Inclusive Job Adverts
This will encourage a wide range of people to apply, increasing diversity within your workplace. You may want to consider using a recruitment agency to review job adverts and remove any unconscious bias.
Ensure Your Businesses Marketing is Inclusive
Inclusive marketing is no longer a niche strategy but a cornerstone of modern business practices. As demonstrated by the examples and strategies discussed in this blog, brands that adopt inclusive marketing not only contribute to a more equitable society but also benefit from increased trust, loyalty, and market reach.
Are you ready to make your business more inclusive? Why not get in touch with the team of inclusion experts at Purple Goat! We can help with Diversity, Equity & Inclusion Training Workshops for your team, help create inclusive marketing strategies and even create inclusive paid social ad or influencer marketing campaigns!
