Guest Commentary By Neal Reynolds,
BankMarketingCenter.com
Inclusive Marketing. Fact or Fashion?
From dating apps to detergents, a myriad number of brands are jumping on the inclusivity bandwagon. So much so, I began asking myself — does it work? What exactly is inclusive marketing, anyway? Deloitte’s Authentically Inclusive Marketing describes it as a push to see more diversity across all consumer touchpoints: “Consumers — especially the youngest generations — are expecting more from advertising messages than just details about the latest sale. Tey’re questioning whether a brand supports diversity and inclusion both publicly and behind the camera.”
Deloitte goes on to say that “new U.S. Census data shows that in the past decade, the white population has declined for the first time in history, and people who identify as multiracial, Hispanic, and Asian are driving much of the population growth. A 2021 Gallup poll highlights that LGBTQ identity has risen from 3.5% in 2012 to 5.6% in 2020.” It’s pretty clear that here in the U.S., the population is growing increasingly diverse. With that growth is an ever-increasing expectation on the part of consumers that brands respond accordingly.
KPMG, in its article, “Te Power of Inclusive Marketing and Why It Works,” makes an essential point: “Inclusive marketing
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isn’t a tick-box exercise. Images of white people can’t be just switched with those of ethnic minorities, coloring packaging to pink won’t attract more female buyers, and rainbow flags pinned to a glossy campaign message won’t make them inclusive.” So, what actions should brands take? Based on my own personal brand-building experience, gleaned from time spent at a couple of fairly well-regarded ad agencies, here are a few thoughts on the subject.
First and foremost, know your audience. Do the research. I remember well the focus groups, the consumer research decks and the messaging concept testing. Building and maintaining your brand, along with understanding the role inclusivity will play in that, begins with a thorough knowledge of your target audience.
I do think that this is where some brands are missing the mark. Inclusivity has become an approach to branding that is more fashion than fact. Don’t get me wrong, I’m a firm believer in marketing to your audience. Tat is probably why I sometimes — when viewing a commercial, for instance — question the necessity of an inclusivity subtext. It all goes back to research and the numbers. It’s almost as if some marketers have forsaken
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