To build a diverse and inclusive society, it's extremely important for companies to ensure their marketing efforts reflect the diversity of their customers and prospects.
One of the most important aspects of inclusion and representation in marketing is the representation of marginalised groups. This includes, but is not limited to, people of colour, people with disabilities, LGBTQAI+ individuals, and people from low-income backgrounds.
Representation of these groups in advertising and marketing materials can help to break down stereotypes and promote acceptance and understanding.
One thing we can all be actively doing at this time is educating ourselves and our teams (reading this blog is a great start!), and amplifying the voices of those who need a platform.
At Ouma, we have an annual book budget per team member. This month, we've opted to purchase books that will educate us further on Black history and feminism, along with reading the works of authors within the LGBTQIA+ community.
With more inclusive marketing activity, you can build trust and credibility with diverse audiences. When people see themselves and their experiences represented, they are more likely to trust and identify with your brand.
Using inclusive language and imagery helps to create a welcoming environment for all customers, regardless of their background or identity.
Fun Fact: A study by McKinsey & Company found that companies in the top quarter % for racial and ethnic diversity and inclusion are 35% more likely to have financial returns above their respective national industry medians.
Representation of marginalised groups, inclusive language and imagery, and diversity can help to break down stereotypes, promote acceptance and understanding, build trust and credibility with diverse audiences.
Take some time today to review the imagery, artwork, tone of voice and language used in your marketing activity, and ask yourself; is your company prioritising the inclusion and representation of marginalised groups in your marketing efforts? What could you be doing do be more diverse?