Inclusive Marketing Isn’t Mandatory

Introduction to Inclusive Marketing

In recent years, several high-profile incidents have highlighted the importance of inclusive marketing. For instance, Vogue’s tribute to the iconic movie Hairspray, featuring model Gigi Hadid, was criticized for not including plus-sized individuals, who are a core part of the film. Similarly, Geno’s Steaks in Philadelphia faced backlash for posting a sign that said, "This is America. When ordering, please speak English." The Supreme Court’s ruling that a bakery in Denver could not be forced to create a wedding cake for a gay wedding also sparked controversy.

The Power to Choose

Brands have the power to choose who they want to serve and support. While there are laws such as the Americans With Disabilities Act and the Civil Rights Act of 1964, there are no laws that dictate what brands must do in terms of inclusivity. As a result, brands are not required to support Pride, offer larger sizes, or include people of color in their promotions or teams. Inclusive marketing is not a requirement or a mandate, and it doesn’t look like that will change in the near future.

The Business Case for Inclusive Marketing

However, inclusive marketing is just good marketing. Based on data, trends in the population, and consumer expectations, inclusive marketing is the future of marketing. When Fenty Beauty launched with 40 shades of makeup to accommodate people of different complexions, consumers proved with their wallets that this type of inclusion is what they wanted. The industry largely followed suit, making more shades available, because they saw that serving more consumers was needed to grow and stay relevant.

Consumer Response to Inclusive Marketing

Consumers are increasingly exercising their power to choose. Research shows that 82% of consumers want to buy from brands who share their values, and data shows that consumers are actively making choices to stop buying from brands who don’t share their values. Inclusion is an important value for many consumers, both for themselves and for others who are part of underrepresented and underserved communities. For instance, retailer Target has been under fire from consumers for scaling back its Pride merchandise and rolling back its commitments to diversity, equity, and inclusion. As a result, Target has seen declining sales, which they attribute to consumer boycotts.

The Impact of Exclusion

Choosing not to engage in inclusive marketing is a choice that brands have the right to make. However, brands also need to be prepared for groups of consumers to proactively choose to spend their money elsewhere as a result. Every day, consumers, particularly those from underrepresented and underserved communities, are choosing to spend their money with brands that are being intentional about serving them. For example, individuals with dietary restrictions, such as gluten-free diets, often choose to frequent restaurants that cater to their needs, demonstrating loyalty to brands that choose to serve them.

Conclusion

In conclusion, inclusive marketing is not a requirement, but it is a smart business decision. Brands have the power to choose who they want to serve, but consumers also have the power to choose where they want to spend their money. By choosing to engage in inclusive marketing, brands can tap into the growing demand for diversity and inclusion, and build loyalty with consumers who feel seen and valued.

FAQs

• Q: What is inclusive marketing?
  A: Inclusive marketing refers to the practice of creating marketing campaigns and products that cater to diverse groups of people, including those with different racial and ethnic backgrounds, abilities, and identities.
• Q: Why is inclusive marketing important?
  A: Inclusive marketing is important because it allows brands to tap into the growing demand for diversity and inclusion, and build loyalty with consumers who feel seen and valued.
• Q: Can brands be forced to engage in inclusive marketing?
  A: No, brands cannot be forced to engage in inclusive marketing, but they can face backlash and declining sales if they choose not to.
• Q: How can consumers promote inclusive marketing?
  A: Consumers can promote inclusive marketing by choosing to spend their money with brands that prioritize diversity and inclusion, and by speaking out against brands that do not.