Have you ever seen an advertisement and felt like it was meant for someone else and not for you. You must have felt alienated like you were unimportant. Sadly, societal bias and stereotypes based on race, ethnicity and religion are all too common and this reflects in the marketing.
For instance, males are shown more in adverts than women are. On the other end of the spectrum, women appear more in revealing adverts than men. Very often brands fail to include all members of society yet expect everyone to purchase their products or services the same.
Inclusive marketing is more than just including faces of minorities in adverts or changing the colours of your products. This is not all that is needed to get people to purchase products.
So where do you begin?
Culture! That’s where. Dedicate your resources and research on understanding the political, social, and economic views of your target market.
Understand their challenges. This will mean immersing yourself in their world and putting yourself into their shoes.
This in turn will equip you with the information necessary to create adverts that appeal to customers and won’t offend them.
And the right team represents the different cultures and ethnicities in the greater society. Look at it this way, can a man sell beauty products? Sure he can! But would it be better if there was a woman on the team?
Similarly, can women sell shaving products? Of course! But would it be better if there was a man in the team who shaves on a regular?
This same concept should be considered with different ethnicities. A Mexican knows more about his people and understands their perceptions more than a black man. Similarly, a black man knows more about the black community and its challenges more than a white man.
You get it!
Women for instance make up the female economy. Last year alone, women spent over 24 trillion dollars. What’s more, it is expected that as more and more women enter the workforce, this number will continue to grow.
Savvy marketers are aware of this and are now representing women more in their marketing campaigns. This can be an excellent way to ensure your marketing budget goes even further. Many businesses are now realising the potential and are changing their marketing tactics to appeal to more women.
Inclusive marketing and its effects on consumer behaviour
Consumers are much more likely to buy products from brands that make them feel recognised and appreciated as a valuable part of the community.
For instance, black consumers are more likely to buy products from a brand that shows black people in their adverts.
With inclusive marketing, your campaigns can have more impact and persuade more people to choose your products.
A great example of inclusive marketing is Rhianna’s Fenty Beauty. It markets to different races and ethnicities in over 137 countries.
When it is all said and done, inclusion is not about creating ads that target a certain ethnicity or group of people. It is about creating a successful campaign that takes into consideration the feelings, emotions and views of everyone in society. The goal is to make everyone feel appreciate without alienating some.
Inclusion marketing is an ongoing process of evaluating and re-evaluating societal concepts.
Inclusive marketing goes beyond selling products. It can be a powerful tool to help fight biases in society. It makes everyone feel part of the same community, which ultimately also brings people together.