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.

Are you leveraging the latest software and platforms for Diversity, Equity, Inclusion, and Accessibility (DEIA) to drive business success? In this comprehensive guide, we’ll delve into the world of miscellaneous tools and technologies that can help you achieve your DEIA goals. From innovative software solutions to cutting-edge platforms, we’ll explore the latest trends and best practices for creating a more inclusive and diverse work environment.

Understanding the Importance of DEIA

DEIA is no longer a buzzword, but a business imperative. Companies that prioritize diversity, equity, inclusion, and accessibility are better equipped to attract and retain top talent, drive innovation, and improve customer satisfaction. By embracing DEIA, organizations can tap into the unique perspectives and experiences of their employees, customers, and stakeholders, leading to increased creativity, productivity, and competitiveness.

The Business Case for DEIA

Research has shown that diverse and inclusive companies outperform their less diverse peers. A study by McKinsey found that companies with diverse workforces are 35% more likely to outperform their industry median. Moreover, inclusive companies are better positioned to attract and retain top talent, with 67% of job seekers considering diversity and inclusion when evaluating potential employers.

Software and Platforms for DEIA

The good news is that there are numerous software and platforms available to support DEIA initiatives. These tools can help organizations track diversity metrics, facilitate inclusive hiring practices, and provide training and development programs to promote cultural competence.

Diversity and Inclusion Analytics

Diversity and inclusion analytics software provides organizations with the insights they need to track their DEIA progress. These tools can help companies analyze their workforce demographics, identify diversity gaps, and measure the effectiveness of their DEIA initiatives. Some popular diversity and inclusion analytics software includes DiversityInc, HRsoft, and Synergy.

Inclusive Hiring Platforms

Inclusive hiring platforms are designed to promote fairness and equity in the hiring process. These platforms use AI-powered algorithms to reduce bias and ensure that all candidates are evaluated based on their qualifications and potential. Some popular inclusive hiring platforms include Blendoor, HireVue, and Textio.

Cultural Competence Training

Cultural competence training is essential for creating an inclusive work environment. These training programs help employees develop the skills and knowledge they need to work effectively with people from diverse backgrounds. Some popular cultural competence training platforms include CultureWizard, DiversityEdu, and Udemy.

Best Practices for Implementing DEIA Software and Platforms

Implementing DEIA software and platforms requires careful planning and execution. Here are some best practices to keep in mind:

Conduct a Needs Assessment

Before selecting a DEIA software or platform, it’s essential to conduct a needs assessment to identify your organization’s specific DEIA challenges and goals. This will help you determine which tools and technologies are best suited to your needs.

Develop a DEIA Strategy

A DEIA strategy should be aligned with your organization’s overall mission and goals. This strategy should outline your DEIA objectives, tactics, and metrics for success.

Provide Ongoing Training and Support

DEIA software and platforms are only effective if employees are trained to use them. Provide ongoing training and support to ensure that employees are equipped to use these tools to drive business success.

Overcoming Common Challenges

Implementing DEIA software and platforms can be challenging, especially for organizations with limited resources or expertise. Here are some common challenges and strategies for overcoming them:

Resistance to Change

Resistance to change is a common challenge when implementing new software and platforms. To overcome this challenge, communicate the benefits of DEIA software and platforms to employees, and provide training and support to help them adapt to new tools and technologies.

Limited Resources

Limited resources can be a significant challenge for organizations implementing DEIA software and platforms. To overcome this challenge, prioritize your DEIA initiatives, and focus on the tools and technologies that will have the greatest impact on your business.

Conclusion

In conclusion, software and platforms for DEIA are essential tools for creating a more inclusive and diverse work environment. By leveraging these tools and technologies, organizations can drive business success, improve customer satisfaction, and attract and retain top talent. Remember to conduct a needs assessment, develop a DEIA strategy, and provide ongoing training and support to ensure the effective implementation of DEIA software and platforms.

Frequently Asked Questions (FAQs)

What is DEIA, and why is it important?

DEIA stands for Diversity, Equity, Inclusion, and Accessibility. It’s essential for creating a work environment that values and respects the unique perspectives and experiences of all employees, customers, and stakeholders.

What are some common DEIA software and platforms?

Some common DEIA software and platforms include diversity and inclusion analytics software, inclusive hiring platforms, and cultural competence training programs.

How can I implement DEIA software and platforms in my organization?

To implement DEIA software and platforms, conduct a needs assessment, develop a DEIA strategy, and provide ongoing training and support to employees.

What are some common challenges when implementing DEIA software and platforms?

Common challenges include resistance to change, limited resources, and difficulty in measuring the effectiveness of DEIA initiatives.

How can I measure the effectiveness of DEIA software and platforms?

To measure the effectiveness of DEIA software and platforms, track diversity metrics, conduct regular surveys and focus groups, and evaluate the impact of DEIA initiatives on business outcomes.

Introduction to Authenticity in Marketing

Ryan Coogler’s Sinners’ movie just crossed another milestone, with domestic box office sales passing the $250 million mark. It is now the third highest-grossing horror movie of all time in the U.S., and the highest grossing original horror movie of all time in North America. The representation the film showcased both on screen with the diversity of actors shown, and behind the screen with the director, cinematographer, and other key talent were a big reason why people, including those from underrepresented and underserved communities went to see the film.

The Power of Authentic Representation

I recently saw Sinners’ for the first time, and then spent a good amount of time going through a bunch of fan commentaries on TikTok and YouTube. The sheer number of commentaries from a broad diversity of people are a signal at how connected people are to the work and the craft. But one aspect of the discussion around the Sinners’ movie that is relevant to marketers comes from how so many people referenced the authenticity of it. Ultimately, people from different communities represented in the film, felt that is was an authentic portrayal of cultural elements of their culture.

The Demand for Authenticity

Consumers are increasingly demanding more authenticity from brands, especially as more of them engage in inclusive marketing. But one study showed that many consumers feel brands struggle to deliver authentic marketing, especially when they are trying to engage consumers from underrepresented and underserved communities. Let’s look at how Ryan Coogler, who wrote and directed the film, was able to achieve this noteworthy degree of authenticity, especially for the communities and cultures that are not his own.

Deep Cultural Research On History and Lore

The main vampire in Sinners’ is of Irish descent. I saw one TikTok video that went into great detail to connect the historical tales dating back hundreds of years to what we saw on screen. Another woman of Irish descent talked about how moving it was to hear songs she grew up hearing as part of her culture featured in the film. Other commentary came from the inclusion of Asian characters. Many people who saw the film did not know the history of Chinese settlers in the Mississippi Delta during this time period, nor their relationships to the local communities there. And perhaps the commentary that really reeled me in was about the Choctaw Nation, and although their role in the film was brief, it was full of cultural intelligence and left such a lasting impression on the audience, that enough of them are saying they’d love to see a prequel or spinoff movie just about the tribe and their reputation as vampire hunters.

The Importance of Cultural Consultants

When speaking on The Director’s Cut podcast, Ryan Coogler shared “we had a lot of consultants on this movie, but I tend to work with a lot of them, but it’s all an effort to try to get as much right as we could.” He went on to walk through an extensive list of the types of consultants he engaged for Sinners, including twin consultants, Choctaw consultants, musical cultural consultants, a Chinese cultural consultant, a Mississippi Delta historical consultant, and more. Coogler explained, “it’s all these different aspects to it that we wanted to try to nail.” Fans have mentioned that the details elevated the movie for them and allowed them to connect on a deeper level. Coogler’s commitment to getting everything right is one that marketers should aspire to. He worked with consultants who hold and or were experts in identities being represented in film.

Cultural Symbolism in Marketing

The visual imagery your brand uses tells a story. When done well, the imagery you use can help make the stories you are telling and the messages you communicate feel more authentic. For instance, in the Sinners’ movie, there was a scene where the characters were negotiating pricing for a sign for their juke joint. The Chinese shop keepers mentioned that the only paint color they had was red, and that impacted the price. One commenter on social media pointed out the significance of the color red in Chinese culture, and how that color was intentionally used as a symbol for some of the events that took place later in the film. Intentionality in ensuring the elements you choose to incorporate in your visual imagery will give it more meaning to people from underrepresented and underserved communities who get the significance of your choices.

Conclusion

When it comes to doing inclusive marketing well, don’t reinvent the wheel. Follow best practices that have been proven to work to make more of the people you want to serve feel seen, supported, and like they belong with you. As you commit to excellence in engaging these communities, you’ll quickly find that the more you lean into it, the more they will reward you with their loyalty.

FAQs

Q: What is the key to achieving authenticity in marketing?
A: The key to achieving authenticity in marketing is to conduct deep cultural research, work with cultural consultants, and incorporate cultural symbolism in a way that is intentional and respectful.
Q: Why is authenticity important in marketing?
A: Authenticity is important in marketing because consumers are increasingly demanding more authenticity from brands, especially when it comes to inclusive marketing.
Q: How can marketers ensure that their marketing efforts are authentic?
A: Marketers can ensure that their marketing efforts are authentic by working with cultural consultants, conducting deep cultural research, and incorporating cultural symbolism in a way that is intentional and respectful.
Q: What are the benefits of authentic marketing?
A: The benefits of authentic marketing include increased loyalty and engagement from consumers, particularly those from underrepresented and underserved communities.