DEI Conscious Marketing Strategies Make Successful Campaigns
Over the past few years, the wake of movements such as #MeToo and Black Lives Matter has challenged the bias and stereotypes of traditional narratives. These movements have highlighted the importance of serving justice and amplifying the voices of oppressed and marginalized communities. The response to these movements shows that many people are genuinely concerned about inequities and motivated to address them.
Addressing these inequities and starting the conversation is the first step, but it doesn’t end there. There is a famous analogy by Verna Myers, a leading Diversity, Equity, and Inclusion (DEI) expert, that sparks conversations for folks to understand and humanize the importance of fostering an inclusive space for everyone: “Diversity is being invited to the party, inclusion is being asked to dance.” Equity and belonging are also critical components in taking the right step towards achieving DEI principles. Equity, in this analogy, would be having accommodations and resources available for different abilities to get into the party. Belonging would be sharing the responsibility to make everyone feel like it’s their party too.
Myers’ analogy helps us understand the importance of DEI, but why is it important to have our marketing campaigns crafted with a DEI lens?
Pew research also shows that the “post-Millennial generation” is the most ethnically and racially diverse, making it more important than ever to understand that your target demographic is changing. The default target audience is no longer a middle-aged white man.
Sprout Social’s most recent survey shows that 66% of respondents said they were more likely to buy from brands showcasing people of diverse races, gender identities, ages, and more. Social Media Trends of 2022 report also shows that 40% of consumers will pick a brand over a competitor because the brand aligns with their values. Consumers want to see themselves being represented, and social media is a key factor in integrating these changes.
How can we ensure that our advertising campaigns integrate DEI concepts for our consumers? Incorporating more voices, creatives, and perspectives can ensure that diversity is celebrated, challenging biases and stereotypes against marginalized groups.
Marginalized groups may have a seat at the table, but many do not feel safe or comfortable enough to express their authentic ideas. Company leaders must understand the importance of DEI, these DEI initiatives will ensure that there is intentionality behind the company's DEI initiatives being rolled out. By having leaders be accountable for making DEI values a priority and embedding them into their company strategies, we can progress towards diversity of thought, having our campaigns accurately represent our demographic.
Over the next few articles, we will be sharing some case studies of 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.
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