Category: Diversity & Inclusion

Any business or business owner understands that marketing is primarily about your relationship with consumers than the actual business plan. A solid marketing strategy aims to build relationships with every consumer – keeping them up to date with trends, pop culture, media, and other current events.

Cultural diversity is meant to be an environment that brings people together to recognize the different cultures and backgrounds each of us comes from.

Companies across the globe are implementing best practices to acknowledge the validity of different cultures and backgrounds in their workplace. The overall intent is to encourage and celebrate the contributions and differences of diverse cultures within our community.

However, when it comes to marketing, this cultural diversity can be confused between appreciation and appropriation.

Learn how to identify cultural appropriation in society and the best practices to avoid compromising minority cultures in your marketing.

Identifying Cultural Appropriation vs. Cultural Appreciation

As we see in many forms of branding and marketing, the line between cultural appropriation and appreciation is often blurred and misrepresented.

The Oxford Dictionary defines cultural appropriation as:

“The unacknowledged or inappropriate adoption of the customs, practices, ideas, etc. of one people or society by members of another and typically more dominant people or society.”

Furthermore, the definition of cultural appreciation refers to:

“When someone seeks to understand and learn more about another culture, in an effort to broaden perspective and connect with others cross-culturally.” 

Understanding the difference between appropriation and appreciation will help your business to rightfully navigate and represent this form of marketing in an inclusive manner.

A Tangled History 

Believe it or not, this cultural appropriation has been happening long before any digital marketing techniques or branding strategies were put into place.

On a larger scale, cultural appropriation has impacted our society and country for centuries. Some of the earliest examples of this form of cultural stealing and appropriation began right here in the United States, specifically with colonization.

During the 17th and 18th centuries, our Founding Fathers arrived in North America and stole land from the Native Americans. At the time, this land was used to build wealth and expand resources, which resulted in pushing the Native community into a financial disadvantage. They continued to disregard the Native culture and the care they had for the land, benefitting and monetizing it into an entire economy of wealth for a new society.

To this day, Native reservation land is still held “in trust” by the federal government. As a result, there are now 2 million Native Americans in the U.S. experiencing the highest rate of poverty of any racial group.

More specifically, the Native American culture is the only group being used in branded sports teams and as mascots. It’s a branding tradition that has been used for decades, with little to no recognition or acknowledgement to Native American culture. However, we are seeing some shifts – sports teams and organizations are opening up the conversation and taking ownership in their appropriation, some shifting towards a rebrand. Plus, 45% of fans are pushing sports teams to do more than just stop using culturally insensitive names and mascots.

This history is a prime example of how stealing from other communities and cultures can be harmful and detrimental to marginalized groups.

How is Cultural Appropriation Harmful in Marketing? 

The double standard created by cultural appropriation is harmful to communities and society as a whole. For centuries, marginalized groups have systematically been set up to experience economic and societal disadvantages. This is often triggered by societal stereotypes and stigmatizations formed against these groups.

Imagine a brand hand-selecting a specific culture or marginalized group to commercialize into their branding, and benefitting and profiting off of it as a result; (Particularly when that marginalized group has been historically and systemically stripped of the opportunity to make that same profit).

Intent vs. Impact: Does Your Brand Know the Difference? 

Implementing specific cultural references and trends in a marketing strategy can be a slippery slope for businesses. Mistakes or misunderstandings are bound to happen to us all. Regardless of intentions, what we say and do can impact people in so many ways, even when we’re unaware of the social implications.

As a company, consider these points on intent vs. impact for cultural diversity and representation.

• Remember that you can’t control how someone reacts to your response. Although intentions may be good, it does not mean a favorable response should be expected.

• Establish a company mission or brand value that commits to never appropriating cultures in advertising or marketing assets. Instead, provide resources and information about specific cultures and backgrounds you represent in your workplace.

• Actions speak louder than words. If there has been a miscommunication or cross within a marketing campaign – recognize the wrong, sincerely apologize, and act. Try to understand what was said that hurt or impacted a marginalized group, then find a way your brand can honor or support within the community and to better their perspective.

Overall, while the intent for cultural representation in marketing is often in good light – does the intent of our actions truly matter when those actions have a harmful effect that further marginalizes those around us?

Marketers Missing the Mark 

Mainstream media has become a large influence of cultural appropriation – simultaneously working to call out companies with these microaggressions and decreasingly isolating communities in the process. Additionally, you’ll often find brands blindly appropriating cultural elements through multiple media outlets.

In the height of the 2017 Black Lives Matter movement, society was experiencing both sorrow over the country’s racial injustice and an urgency to fight for human rights. Peaceful and empowering protests and rallies were organized across the country all with the intent to advocate for racial equality. Severe political backlash, police brutality, and in some unfortunate cases, death or violence, resulted in these protests.

So when Pepsi came out with a commercial in this same year with the intent to hopefully spark positive change and “join the conversation,” they drastically missed the mark.

The commercial starts off with celebrity model Kendall Jenner doing a photoshoot on a busy city road. She notices a group protesting and dramatically stops the photoshoot and shovels through the crowd to join the march.

The camera shows her passing by the crowd of protestors and fist bumping a Black man in cornrows before making her way to the start of the crowd and in front of a line of police officers. She hands the officer a can of Pepsi, to which he kindly smiles as a “thank you.”

Considering the social and political climate of that time, Pepsi’s message in the commercial comes off as tone deaf and culturally insensitive.

Without amplifying or highlighting the unjust reality and unfortunate truth of these Black Lives Matter protests, this commercial reflects a glamorized rendition of a marketing tactic and poses no sensibility of these protestors actually going face to face with authorities.

How to Prevent Cultural Appropriation in Your Marketing

When done correctly, every aspect of your marketing should represent your brand’s message. Remember to be mindful of this brand message in every step of the marketing strategy – from logo design, company name, brand values, and even your website and product packaging. It’s important to check in and assess if any of these aspects are hurting a specific community or culture in the process.

Check out these four simple ways to avoid cultural appropriation in your marketing:

1. Understanding Ownership

When it comes to using a specific cultural element in a design, it’s imperative to respect the rights that cultural groups have in determining what is and is not acceptable or appropriate.

It is not encouraged to use any symbols or language directly derived from specific cultures inappropriately and without credit. However, you can represent a desired cultural element if you appropriately communicate the significance and history behind the elements your brand chooses.

2. Everyone Needs a Seat at the Table 

When creating an ad campaign, graphic, article, or any type of creative asset, be mindful of including a diversity of voices and perspectives. You are more likely to come off as tone-deaf or one sided when choosing to alienate entire segments of your audience.

Bring diverse perspectives and people into the brainstorming session and conversations being had with your brand. Create content with Black, Indigenous, and People of Color (BIPOC) creators, expand the diversity of your voices in the sales process, and so on. This way, you are on the appropriate side of cultural appreciation, and not appropriation.

3. Stay Engaged & Educated 

There is always an opportunity for each of us to learn. Educate yourself on experiences of other cultures and languages and listen and learn to what they have to say. 

Many companies and organizations have come forward with ownership of their marketing mishap and have pivoted their branding to be more inclusive and supportive to cultures.

For instance, fashion company Dior received backlash over their Sauvage perfume ad campaign. The ad campaign sparked debate, suggesting that the Native dress and dance detailed in the campaign are appropriating Native culture.

Not only did Dior pull the campaign completely, they reorganized to work with a Native American-focused group, Americans for Indian Opportunity, for its marketing strategy. Dior worked with the AIO organization and its team of Native actors, writers, artists, and staff to educate the production team and support allyship.

By staying educated in the process of incorporating cultural history into their representations, companies like Dior were able to return agency to minority communities and give support.

4. Do Your Part

Overall, amplifying voices and establishing your intentions for avoiding cultural appropriation in marketing is an exceptionally positive step in the right direction. However, the ultimate sign of meaningful cultural allyship is truly doing your part. Don’t just be all talk, walk the walk! 

Ask yourself and your company what more can be done to further provide support to cultural diversity. Organize team learning, make cultural investments, and continually give back to specific communities.

Remember that these efforts aren’t necessarily a transaction in exchange for the rights to take ownership of specific cultural details, but rather appropriately acknowledge your support.

Promoting the Learning of Diversity & Inclusion of Cultures in Marketing 

No matter your business’s product, service, or brand, you have the privilege and opportunity to shape the minds of our consumers and society at large.

Looking at it through a marketing perspective, cultural appropriation by brands creates a double standard of mimicking cultural experiences or practices from marginalized communities in an effort for financial gain – when these communities themselves do not always hold that same privilege.

You can’t take the fashion, music, stories or language of one culture for marketing tactics and leave behind the racism, generational trauma, and unfortunate truth that follows.

At Champ, our digital marketing team is dedicated to strategizing efforts and actions that not only appropriately echo cultural identities, but support and advocate for this diversity in the process.

Read more about marketing best practices in our Blog, and contact us today to learn more about our digital marketing services.

Marketing and advertising have long been seen as a “Playboy’s club.” Consider depictions like the womanizing Don Draper of Mad Men and the sexist stereotypes or hypersexualization of women constantly reinforced in advertising.

Yet with nearly 80% of purchases and purchase influence made by women, you’d think it makes more sense to see women behind marketing campaigns.

And in fact, women indeed have a long history in the marketing industry, dating as far back as 1880. As we celebrate Women’s History Month and International Women’s Day (March 8) at Champ, we take a look back at the incredible achievements made by women that ultimately allow us to be here today.

How Women Changed the Approach to Advertising

Arguably the most important contribution to modern marketing was from the Women’s Editorial Department at the J. Walter Thompson agency.

This agency was considered the pioneer of American advertising for most of the 20th century and is credited with the development of print, radio, and television advertising. They were pivotal in turning brands like Kodak, Ford, Kraft, and others into the cultural icons they are today.

In around 1910, J. Walter Thompson introduced an all-female team of copywriters, known as the Women’s Editorial Department, led by Helen Lansdowne Resor who is considered to be the first female copywriter.

Resor’s skilled team is famed for its attention to demographic lifestyle trends and ultimately set the tone for modern-day copywriting. Prior to the Women’s Editorial Department’s work, marketing campaigns consisted of straightforward descriptions of products.

For instance, a soap bar advertisement might simply say “Keep your hands clean with this soap that promotes softness with a delicate scent.”

However, the Women’s Editorial Department took a more emotional approach by tapping into buyer psychology. Rather than only describing the product, they connected each brand with an aspirational feeling, whether that was ideal beauty, social status romance, or something more.

Most notably, Resor and her team created the “A skin you love to touch” ad for Woodbury in 1917. It was the first ad of its time that leveraged sex appeal to sell a product – something we now see everywhere today.

By 1918, the women’s department accounted for more than half of the entire agency’s earnings – more than $2.2M out of a total of $3.9M – at a time when J. Walter Thompson was considered the single leading ad agency in the United States.

Talk about women making history, huh?

Breaking More than Glass Ceilings

Of course, we can’t celebrate women’s history without accounting for women of color. Caroline Robins Jones was a powerhouse of her time, shooting to fame for her work despite the gender and racial barriers that she faced.

She was the first Black senior copywriter at J. Walter Thompson and eventually left to focus her efforts on Black-owned ad agencies. She went on to become the first Black female Vice President of a major marketing agency and later, helped launch several Black-owned ad agencies, along with her own.

Jones was known for her unique insight into consumer preferences. Her work was pivotal in changing perceptions about brands that are now iconic today, such as American Express, Anheuser-Busch, McDonald’s, Prudential, Toys ”R” Us, and the Postal Service.

In fact, she is credited with coming up with Kentucky Fried Chicken’s “We Do Chicken Right” slogan.

Caroline Jones’ lasting impact was in pushing for African American representation in marketing campaigns. She worked with her clients to advocate for using demographic-specific ads targeted at Black consumers for national, and even global, market campaigns.

In 1994, she made a call to action that many of us are still advocating for today: “We have to pressure the ad industry to change the product we put out, which is our ads, to be more inclusive of people of color and different cultures.”

Sadly, Jones is one of the only women in marketing history with her level of impact to not be inducted into the Advertising Hall of Fame – likely due to her race.

The Women at CHAMP

Thanks to women like Helen Lansdowne Resor and Caroline Robins Jones (among many others), our own full-service digital marketing agency is packed with trailblazing women whom we are proud to call our colleagues. In fact, Champ is a 53+% female-identifying workforce.

From leadership positions all the way to copywriters and contractors, Champ continues to uplift our team of incredible employees. In honor of Women’s History Month and International Women’s Day, here are some of the amazing women behind Champ:

Josefine, Co-Founder & Managing Partner

“Women have been trying to drive change in the workplace for decades with movements like Women’s Rights and #MeToo, and now we are actively seeing female entrepreneurs and executives step up to the plate. I’m proud to be working with so many amazing and talented women.”

Kavya Sebastian, Content Marketing Manager

“The team at CHAMP thrives because we all look out for each other, both personally and professionally. It’s such an honor to be a part of such a tight-knit group and have incredible, strong women on the team to lead us and work with. The past year has shown me that some of the best and most creative minds are in this space and I love that so many of them are women!”

Lannan O’Brien, Freelance Content Marketer

“It’s heartening to see women at the helm of new businesses across the country in different industries, and to write for one where women are represented and supported so strongly.

Gladys Rivera, Controller

“Happy Women’s Month! As a businesswoman and mother, I am always looking for ways to take care of and balance work and family. Seeing other women thrive is my inspiration. Every day, I learn and become inspired by these powerful women from the past, present, and future who are not only successful but also talented, passionate, and dedicated. I’m happy and excited to be part of our team at CHAMP.”

Tracy Altman, Senior Account Manager

“I am so happy to be a part of the CHAMP team! My background has allowed me to grow as a strong female leader. I pride myself on being a meaningful part of the female pioneers in the business world. I look forward to thriving and helping others succeed through my passion to be a thought partner, collaborator, and specialist in this ever-evolving industry.”

Oceanna O’Donnell, Director of Client Services

“Happy Women’s Month! Women are amazing creatures and we really need to celebrate women each and every day and appreciate the journey we have taken. I feel so grateful to be a woman in this place in time and to see all that has changed since my grandmother’s generation. I give so much thanks and love to all the women before us who have paved the way to a better time and future for our daughters. Being a mom and full-time employee (especially during a pandemic!) is all about finding balance. Amazing to see so many women leading the way in this space. I give so much gratitude to my team and am blessed to get to work with so many talented and uplifting women!”

Hayley Malloy, Technical Strategy Manager

“I’m so proud to work with such dedicated, talented, and hard-working women. CHAMP understands that we cannot grow without raising each other up and valuing a diversity of perspectives.”

Cristina Consalvo, Marketing Director

“I’m proud to be a woman in a corporate role. I appreciate the progress that so many women have contributed to and feel honored to be a part of that history – paving the way for the future generations. Women deserve so much credit! I’m happy that CHAMP recognizes the positive impact that we have on the business world.”

 

Haley Rose, Account Manager

“I am truly blown away by the passion and talent of the women that I’ve had the pleasure of meeting. Each day I am motivated and proud to work alongside so many brilliant women at CHAMP. And I am forever grateful to all of the women before me who worked hard to make this profession a possibility. May we all continue to learn, grow, and flourish together.

Eilish Boyd, Email & SMS Marketing Manager

“I am proud to celebrate the talented and strong women I have the privilege of working with. These women are at the top of their industry, breaking barriers and shattering glass ceilings in ways that inspire and empower me every day. So here’s to all the amazing women out there – may we continue to lift each other up, support one another, and fight for a world where every woman has the opportunity to reach her full potential. Happy International Women’s Month!”

Isabella DeChard, SEO Associate

“I admire and appreciate the generations of women before us who have been daring leaders, innovative thinkers, and defied rules and obstacles. I’m honored to share this space with empowering women in a thriving community, and proud to work at CHAMP where this representation is welcomed with open arms!”

Emma McClearen, Social Media Coordinator

“As a woman navigating the dynamic realm of marketing, I’ve come to appreciate the diverse talents and relentless dedication of my female colleagues. It’s inspiring to witness the creativity and resilience that the women at Champ bring to the table every day.”

Tiana Onouye, Social Media Coordinator

“I feel as though marketing in recent years has been a field that women have been drawn to and with it, tons of talent has followed. Women are changing the sphere of marketing and to be a part of it has been something that I am extremely proud of. I feel very lucky to work with such a supportive and talented group of women here at Champ. I am constantly inspired by the resilience they all show throughout their day-to-day lives. Oh, how I love being a woman!”

Lahari Tammera, Intern

“Happy Women’s Month! I’m so proud of all the women that I currently work with and wish them nothing but the best. It’s been an amazing experience and I learn something new every single day! Thank you to the women who came before us and paved the path for us to do amazing and innovative things, and to the ones who will come after us and inevitably accomplish great feats.”

Anandini Sekher, Sr. Account Manager

“Coming back to work after 8 years of raising kids was daunting, but the environment at CHAMP made it such a worthwhile experience that I am still here 7 years later. The women I work with are truly passionate about what they do and we push ourselves and each other to drive harder, work smarter, and provide amazing service. The flexibility and support I have been given as a working mom have made it possible for me to jump back into my career without the struggles I expected (though as any mom knows, struggles will always exist with balancing these worlds). Being a woman of color, I appreciate being amongst colleagues that value and highly respect my uniquely diverse background and point of view.”

Brooke Christensen, Director of Resource Management

“Working alongside women who contribute, speak up, and deliver fantastic work is an absolute pleasure. I also appreciate working for a company that provides equal opportunities in addition to an incredible culture that includes everyone.”

Building a successful business isn’t just about quality products and competitive pricing. Consumer trends show that the values of your business, the identities of the people behind it and their commitment to social justice, carry significant weight — particularly in a nation rocked by racism and police brutality in recent years.

Motivated by current events, a  rise in conscious consumerism has led to the introduction of online tools for minority-owned and led businesses. Yelp, Instagram and Google are among the platforms that have found ways to build support for businesses owned by people of color and other marginalized communities. For instance, Google now offers a “business identity attribute” that allows users to display their identities in the Shopping tab. Options include Black-owned, Latino-owned, Veteran-owned and Women-owned.

What it does: 

• Displays an icon representing your identity on your product descriptions in Google Shopping
• Allows  consumers to search for businesses by their identity attributes

Potential benefits:

• It’s an easy way to show your customer base who you are
• It may help attract new consumers who are socially conscious

Yes, customers want to support Black-owned businesses

Research shows that customers really do care about supporting marginalized communities. And while conscious consumerism isn’t restricted to social justice movements, increases in identity-based shopping (like supporting Black-owned businesses) are certainly influenced by them. 

In the months following George Floyd’s death, Yelp reports that “there were more than 2.5 million Yelp requests for Black-owned firms, compared to 35,000 last year during the same window, a rise of 7.043 percent.” 

In its 2021 Local Economic Impact Report, Yelp states that  “consumer desire to support Black, Latinx, Asian and women business owners surged during the pandemic in light of the devastating impacts on underserved communities,” which was evident in search rates on Yelp for relevant topics. In February 2021, compared to the same time the previous year: 

• Searches for women-owned businesses in the US rose by 264%
• For Black-owned businesses increased by 3,085%
• For Latinx-owned businesses, by 4,077%
• And for Asian-owned businesses, by 3,404%

Customers’ social consciousness is not only revealed through their searches — but also through their reviews. In the same report, Yelp notes that many users also referred to a business owner’s identity within a review. In February 2021, mentions of Black business owners increased 195% compared to the year prior; mentions of other minority business owners’ identities also increased to varying degrees.

Why people care

Surges of social activism occur in the wake of injustice. During these times, there is usually increased awareness that individual actions can contribute to systemic issues in our society — for example, racism. This awareness leads people to question their own everyday actions and often motivates them to become more conscious consumers.

Further, customers value the ability to choose where to spend their money. How they make this choice is entirely based on their own personal needs and values, but in recent years, consumer spending is increasingly tied to social causes. And younger generations are taking the lead: Gen Z represents the most values-driven consumers to date, with nearly two-thirds of the generation willing to spend up to 48% more to support purpose-driven brands, and earn 20% less to work for one.

Making it easier for the average consumer

There is some evidence that people who say they are conscious consumers, or seek out ethical products, don’t actually make values-based purchases when they get to the checkout line. The reason? As it turns out, the quality and functionality of the products they buy comes first.

It makes a difference, though, when “it becomes easier and more affordable for a person to become a conscious consumer.” Specifically, tools like Google’s identity attributes can help consumers shop for racial equity by making it easier to find the businesses they want to support.  

 

 

How conscious consumerism makes a difference

When you look beyond a product’s surface value and “vote with your dollar,” you can begin to impact change related to systemic inequities. Even on the individual level, your dollar can help build growth for marginalized communities.

Wealth gaps between groups like Black and white people, or men and women, contribute to gaps in access to capital, which means that marginalized groups frequently receive smaller loans with higher interest rates. All of this translates to more and bigger businesses owned and led by non-diverse groups. 

Shopping Black means investing in the Black community, and shopping from women-owned businesses means investing in families and communities (women invest 90% of their income back into their families, compared with 35% for men). Moreover, garnering support for minority-owned businesses makes a statement; when enough individuals invest in a community, government officials are more apt to notice and make policy changes to reduce the wealth gap that does exist.

Promoting your business’s identity is a start. It’s clear that many consumers want to support Black-owned businesses, and you can help them do so by letting them know where to shop.

Adding your identity attribute on Google Business

Ready to add your identity attribute? Log into your Google Merchant center account, and select the tools icon. Under “About your business,” find the “Business identity attributes” section and choose the option that represents you. You can also check the box to include your business and products in promotions for the relevant identity attributes.

If these attributes don’t apply to you…

Google has a limited list of identity attributes. Whether your business is led by a different marginalized group or is not minority-owned, actively supporting diverse businesses shows that yours is values-driven. 

Here are a few ways you can get involved:

• Partnering with other local businesses through promotional events and donations to their causes
• Interacting with them on social media by engaging in discussions about diversity, co-hosting social media events with them, or running campaigns together
• Showing support for who they are and identifying the value of their work — not just supporting them for being a minority-owned business  

To learn more about leveraging search and SEO for your unique business, work with our team of digital marketing experts. Contact us to get started. 

In the past decade, there have been consistent rude awakenings in our country around social and racial justice. From police brutality targeting Black Americans to misinformation causing an increase in hate crimes towards Asian Americans, viral movements have inspired a fight for diversity and inclusion.

As these movements mobilized across the Internet, circulating – often, originating from – social media, and encouraging people to act, businesses, politicians, universities, and more were being watched more closely.

There was a new, high-stakes pressure that put everything on the line. Advocacy was expected. Businesses that stayed quiet during the Black Lives Matter protests of 2020 felt the heat from their customers. Others that posted black squares on Instagram, offering performative, empty words were burned by the loss of customers. Even businesses that did well to speak up and put their money where their mouth is were placed under careful scrutiny in the months following. 

The truth is diversity, equity, and inclusion are not politics to be separated from business. The events of the past several years have proved that this is an essential part of daily life for the American people. Our bosses, colleagues, competitors, customers, friends, and family – they are all impacted one way or another by the call for diversity, equity, and inclusion.

 As a business, that means incorporating these principles into all processes. From being mindful of hiring practices and diverse networks to creating inclusive content on social media, it is imperative that brands not only speak up in solidarity but also show their authenticity through action. 

 

What is diversity, equity, and inclusion (DEI)?

The terms diversity, equity, and inclusions (also referred to as DEI) are all used interchangeably, despite some important distinctions. 

Diversity is the differences among individuals and groups of people, such as:

• Ethnicity
• Race
• Socioeconomic status
• Gender expression
• Language
• Religion
• Sexual orientation
• Geographical area
• Ability and disability
• and more

Equity can be defined as achieving an equal outcome, an important contrast from equality, which is defined as giving the same rights, resources, and opportunities

Lastly, inclusion is diversity and equity in action. This means including or involving people from different backgrounds and experiences to provide equitable opportunities. It might look like developing policies for marginalized communities acknowledging gaps between groups of people by creating solutions. 

Framed this way, we all have a role to play in the call for diversity, equity, and inclusion.

 

Why is diversity, equity, and inclusion important in marketing?

Marketers are changemakers. History shows that we can change the narrative on everything from diamonds being a symbol of forever to inspiring more women to serve the country.

Not just that, consumers are expecting you to say something. According to a social change report by Sprout Social, “66% of consumers who want brands to take a stand on social say it’s because they believe brands can create real change. And 67% of consumers say brands are effective at raising awareness around important public issues when they speak out on social media.”

But, creating inclusive marketing campaigns and giving marginalized voices a seat at the table is not just a tactic to increase your bottom line. It makes for better business and better communities. 

 

How can businesses be more inclusive?

Transparency, education, and awareness are key components to making inclusivity common practice for all businesses. From publishing your workforce demographics to sharing your DEI efforts, there are many ways to reflect your longstanding commitment to inclusivity.

Here are some ways your business can answer the call for diversity, equity, and inclusion through marketing:

Be honest

First, acknowledge that you cannot be perfect in this area. Cultural nuances around social and racial justice are constantly evolving and no one (including us) is by any means an expert.

Instead, be honest and realistic about your practices. Address opportunities to improve your business practices by investing in DEI education. Commit to partnerships, establish task forces, hire from diverse networks, identify tangible ways you can increase your impact in the fight for racial justice. 

Give everyone a voice

Representation matters. From the stock photos your use to the accessibility of your website, review your content and processes through multiple lenses. 

Do your research about your customer base and your audience, run your marketing by another team member, make sure everyone that interacts with your business and brand feels represented in your imagery, copy, and the way that you conduct your business.

Accept responsibility 

True diversity, equity, and inclusion cannot be achieved if brands are performative with their efforts to be inclusive. Instead, it is important to recognize that there is skin in the game. You have a responsibility as a business and as a leader to take this seriously.

Diversity, equity, and inclusion is an ongoing process

Ultimately, inclusive marketing and business practices are not an item on a checklist. You cannot invest in it once or twice and claim to be an inclusive company. 

These are deeply important elements that may make or break your success, not to mention the way you make others feel. From your employees’ personal lives and experiences to your customers’ loyalty to your brand, DEI fits into every touchpoint of your business.

Remember that you started your business to serve people. When you use that power to make change to stand up and show up for your community, you will already be headed on the right path.

If you are looking for a full-service digital marketing agency that is focused on delivering inclusive marketing solutions, tailored to your needs, contact us and get started today.