Let's Talk: How inclusive marketing can help brands achieve awesome results

In recent years, workplace diversity and inclusion (D&I) has become a popular topic. Inclusive marketing is more than simply a passing fad.

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Brands that value diversity includes, to name a few, a diverse range of races, genders, orientations, and abilities in their advertising, content, and hiring procedures.

Consumers hold businesses more accountable than ever before for significant marketing initiatives that spotlight diverse voices and faces.

This week on Let’s Talk, we explore what inclusive marketing is and how it can help brands connect with consumers more effectively, and why it is critical to discuss this in 2022 and beyond.

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Chadwick Kinlay, Chief Marketing Officer, TrafficGuard

“Inclusive marketing is by no means a new concept. In fact, it really speaks to the fundamentals of market segmentation. So, it requires segmentation and that nuance, which accounts for a wider array of customers. Marketing has always been about delivering value to the customers, but brands need to align and truly believe their customers’ diverse value systems too. The data proves that: Microsoft found that 50 per cent of consumers stated that they stopped purchasing from brands that do not reflect the same value as them.

“But to truly win their loyalty, marketing needs to not only acknowledge the diversity, but go beyond and personalise that diversity too – that’s the key to driving the inclusivity on every touchpoint. Adobe themselves found that 38 per cent of consumers were more trusting of ads that feature diversity. At its core, marketing has always been about people. Therefore when targeting business, we cannot forget that those businesses are run by people as well.”

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