Consumers want to see DEI+ in Marketing Campaigns
In our previous DEI highlight article, we talked about the importance of embedding inclusive marketing into our marketing strategies. Not only is doing so a force for good, but result in a successful marketing campaign. Consumers want to see themselves being represented, and social media is a key factor in integrating these changes.
Over the next few articles, I will be highlighting various campaigns that embed DEI strategies into their marketing plans. By sharing these ideas and starting a conversation around DEI, our society can continue to learn and unlearn our ever-changing consumer trends.
This Week's Campaign Highlight: LEGO's design to spark conversation around LGBTQ2+
This week, we are highlighting LEGO’s A-Z of Awesome Campaign, inspired to use play to have open conversations about self expression and sexual identities. This campaign launched during Pride Month 2022, in hopes to foster an inclusive space to build understanding and acceptance of the LGBTQ2+ communities. The design of each alphabet was also created by members of the LGBTQ2+ community from all ages and backgrounds, and the website shows the stories behind each.
The creative inspiration for this campaign was born out of the insight from GLAAD, a nonprofit focused on LGBTQ2+ advocacy and cultural change, that almost half of non-LGBTQIA+ people find conversations around gender identity confusing.
“The wonderful thing about LEGO bricks is that they can be a powerful form of self-expression as you can build anything you can imagine. We also know people love talking about what they build, so we thought it would be a great medium for sparking important and sometimes difficult conversations about identity”, shared Alero Akuya, VP of Brand Development (she/her), the LEGO Group.
The Key to LEGO's Successful Campaign– Listening the Community
What was so powerful for this LEGO campaign was that the brands listened to the community and their needs. Investing in these historically marginalized communities will never be done; building a strong community takes time. And as consumer trends and cultures evolve, brands must continue to prioritize listening to consumers to build a strong community.
Just as Berlin Rosen shared, it is the brand’s duty to engage with and reflect the values of key constituencies long after companies have reached benchmarks, checked goals off their list and reported on their progress. Diversifying representation goes beyond a single brand. By having brands step up and lead the movement creates a network effect for others to follow and realize diversity is a force-for-good business model. Google Could’s survey showed that 82% of shoppers want a brand’s values to align with their own. What’s more, consumers are clearly willing to act on this sentiment with 75% of shoppers surveyed saying they had parted ways with a brand over a conflict in values. As inflation and cost of living on the rise, consumer trends are now shifting to align with their values and standing up for what’s right.
We can see that consumers are craving connection and ensuring that brands are being inclusive in their campaigns. It’s time for companies to listen to their consumers by sharing stories that reflect the community accurately and are amplifying voices of marginalized communities– backing intentionality with action.
Stay tuned for the next Campaign Spotlight for more case studies on effective DEI+ marketing strategies!
Additional Learning Resources:
- The Power of Empathetic Marketing
- Leveraging Cultural Insights Can Help Brands Weather Rocky Economy
- The Importance of DEI in Market Research
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