Marketing leaders are now starting to prioritize and actively engage in building an inclusive brand, and consumers are taking notice.
Just because a brand tries to be more inclusive, it doesn’t mean that consumers, particularly those from underrepresented groups, will automatically be receptive to their efforts. Increasingly, consumers expect more from the brands they engage with and buy from. They are also becoming more vocal about their expectations.
Here are few inclusive marketing principles for CMOs to embrace, in order to be effective with the inclusive marketing efforts moving forward.
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Authenticity
Performative marketing and statements do not go over well. Consumers do not appreciate insincere and fake efforts, even if the brand has good intentions. The trick is to change the way products, services, and information are being customised and crafted to make the messaging more inclusive.
Authenticity in marketing comes from being inclusive throughout all components of the marketing mix, throughout the project lifecycle.
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Team representation
As more and more companies have started to engage with underrepresented groups, consumers from these communities have begun to grow more accepting of their products and objectives. They have begun to look for additional evidence that the brands not only strive for their attention and wallets but also really value the diversity, inclusion, and communities of which they are a part. A great source of proof that consumers want while engaging with a brand is to explore how representative the teams are. The talent that the company hires and invests in time and resources is a powerful indication of how truly inclusive the brand is.
For example, if a brand claims to support and value blacks, indigenous People, and other people of colour, but does not have a representative number of people from those communities in their internal groups, it feel unauthentic.
Customer Experience
Inclusive marketing and customer experience are inseparable twins. It is essential that the brands plan the vision to the customer experience they’d like to deliver, and then map out how to bring that level of experience across the touch-point to the customer journey to all the customers they serve.
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