Good marketing is something that is becoming increasingly important with the kind of world that we live in. Brands today don’t only serve customers in one territory, but they can now reach a wide scale of people with absolute ease. No matter what product one offers, brands can now easily find customers who want to buy them across the globe.
With the wide customer base that brands tend to have, it is important to market to them in a manner that makes it seem appealing. This task can be tougher for global audiences due to the varied interests and marketing styles people respond to. This means that brands either have to find a way to produce marketing campaigns that work well for a variety of audiences or find a way to make different campaigns work for each of the target audiences. This has led several brands to adopt a new form of diversity marketing.
What is Diversity Marketing?
The term Diversity Marketing is used to denote the new kind of multi-target marketing campaigns that brands have been adopting for their products. Previously, brands would generally generate marketing campaigns targeted toward the WASPs group. WASPs stands for White Anglo-Saxon Protestants, deemed the primary target audience for several goods. However, this means that a large section of the population would be viewing campaigns that they did not relate to or felt were not responsive to their own cultures. This led brands to believe that it was time to implement a new strategy towards their marketing campaigns, which takes an inclusive approach. Marketing to a wider audience proved incredibly profitable for several brands and was a strategy they now wanted to adopt on a larger scale.
Customers worldwide tend to have different sets of values and a different pool of experiences that they relate to. People across the world differ in their thinking and how they act, which also means that they respond differently to different kinds of marketing campaigns. For example, One campaign that works well within the United States might not work well in Asia. Similarly, within the country, a marketing campaign that works well for those in the WASPs category doesn’t always resonate with the African American community. This means that brands have to look at their campaigns in a much wider sense and have to be able to resonate with the wider masses whenever they are releasing any kind of new marketing campaign.
A marketing campaign that resonates with different cultures and people of different places, at once or in part, is what is referred to as Diversity Marketing.
Benefits Of Diversity Marketing
Diversity marketing can offer incredible benefits to those who want to reap the benefits of marketing to a wider audience. The following are some of the larger benefits that brands can avail of if they opt for some form of diversity marketing.
1. Promotes Brand Reputation
One of the first and biggest benefits that brands can attain for partaking in diversity marketing is the positive reputation that comes along with it. Fenty is a brilliant example of a brand that adopted the approach of diversity marketing. The brand, founded by Singer and Beauty Moughal Rhianna, decided to launch an ad campaign that showcased people of different races and skin tones wearing the makeup they produced. People all over the world were in awe of the diversity that the campaign showcased, and it was something that helped the brand generate an incredibly positive reputation. Millions of people worldwide choose to go in for this brand of makeup simply because they had a diverse approach towards their marketing campaign and the products they were showcasing.
2. Reaches A Wider Audience
A big positive for brands that adopt the concept of diversity marketing is that they can reach a wider audience than ever before. People across different cultures want to be included in different kinds of advertisement campaigns and want to be able to relate to the products that are being showcased. By adopting a diverse marketing campaign, brands can show a more diverse application of their products, thereby having a certain appeal in the eyes of those from different backgrounds and cultures. By adopting these marketing campaigns, brands can reach audiences they never did, improving their visibility and overall brand appeal.
3. Helps Connect With Newer Generations
Marketing a product to Millennials and Gen X is not the same as marketing to Baby Boomers or Gen X. These are two diverse demographics with different interests and which respond to different campaigns. Millennials and Gen X, in particular, believe in stronger diversity and believe that everything should be inclusive and something that appeals to people of all genders, races, and religions. Brands that are inclusive and which don’t conform to the binary tend to resonate better with people belonging to these two groups, and this is something that brands have started to inculcate to target these customer bases. This mindset has caused brands to realize the importance of diversity marketing and has enabled the developments that have surfaced within the marketing and advertising industries.
4. Helps Change Mindsets
The world is moving in a more inclusive direction, and people are now becoming more aware of their actions and the implications of those actions. People are learning to become more respectful of each other and the choices that people make, and this is something that has become a worldwide phenomenon. Brands that try to inculcate diversity marketing are helping change the system and are helping to improve the world that we live in. These brands are sending a message that it is good to be different and you are perfect just the way you are. By doing this, brands are helping implement wide-scale change on a global scale, which is something that is incredibly beneficial for us to develop as a global community.
Trends In Diversity Marketing
By 2023, several trends within the marketing industry will emerge and take consumer industries by storm. These have changed how brands market themselves and how people respond to marketing campaigns. Here are some of the trends that have become prominent over the past few months:
1. Ethnic Influencers
One of the biggest changes in marketing that have surfaced over the past few months is Ethnic Influencers. In the past, consumer bases have always remarked about the use of predominantly white men and women to market their products. This is something that is not only prevalent in the United States but around the world. Brands that wanted to implement diversity marketing decided not to limit their model choices but instead hire ethnic influencers. This led to a more diverse set of faces in several prominent advertising and marketing campaigns.
2. Conversation Changers
A bigger trend that emerged over the past few months is marketing and advertising campaigns meant to be conversation changers. Brands worldwide have been releasing advertising campaigns that make them question the current systems that we live in and the prejudices that we live by. These have culminated in several notable topics being brought to light due to the campaigns and all they are showcasing.
3. Acceptance Campaigns
When it comes to the content of the marketing campaigns, many brands have been moving in the direction of implementing ‘acceptance campaigns.’ These campaigns are mainly geared toward helping the customer base understand that the brand accepts people regardless of gender, race, or religion. Several brands also adopted these types of campaigns following the string of questions raised about diversity in the workplace and social justice. Nonetheless, this has increased campaigns geared toward inclusivity, diversity, and acceptance.
Stats About Diversity Marketing
Diversity Marketing is indeed one of the more positive outcomes of this industry. It is something that has overall showcased an incredible amount of benefit to both the customers as well as the brand. The following are some of the notable statistics about Diversity Marketing:
- Companies implementing marketing diversity are 15% more likely to perform better than their competition.
- 8% CMOs worldwide are women.
- 80% of marketers agree that showcasing nontraditional families helps build a brand’s reputation.
- 70% of black millennials stated that they are likelier to buy from a brand that releases a campaign about race-related issues.
Examples Of Diversity Marketing
While Fenty was one of the most notable brands that implemented diversity marketing on a wider scale, several others have followed in their footsteps to release advertising and marketing campaigns that take on a diverse approach.
Wells Fargo was one company that took on a unique approach to promoting diversity. The brand released an ad campaign titled ‘Learning Sign Language.’ This campaign was meant to convey the message that the brand was trying to find a way to reach audiences who are hearing impaired so that they can have a better sense of communication with them.
Tylenol was another company that decided to implement a diversity campaign. With the #HowWeFamily campaign, the company could showcase its message that everyone has the right to create a family, regardless of gender, race, or sexual preferences. The campaign celebrated individuality and resonated with the masses on a greater scale.
Outdoor Voices was one of the first clothing companies to take the world by storm with its diversity campaign. The brand’s advertisements showcased models of different ethnicities and body types, thereby showcasing the fact that this was a band that was inclusive towards all.
Target was one brand that took the diversity marketing approach one step further and decided to release a whole line of clothing for those with disabilities or sensory processing sensitivities.