Why Diversity and Inclusion Are a Must for Brands
4 Reasons Diversity and Inclusion are Crucial for Brand Growth
Did you know that 64% of people said they are more trusting of brands that represent diversity in their marketing? In today’s world, diversity involves more than just one-off social media campaigns or writing about trending topics. Here are 4 reasons why diversity and inclusion are vital to your brand in the long run.
Reach Wider Audiences
Diversity and inclusion aren’t just buzzwords! Consumers are human beings—diverse human beings—and your marketing efforts should embrace this diversity by acknowledging different voices and experiences in an authentic, respectful and attentive way.
In doing so, you are showing customers you are a brand that is welcoming of everyone, and in turn, you will reach a far wider audience. Not only will more potential customers feel they can relate to your brand, but you will build deeper, long-lasting connections which are valuable to your growth long term.
It Improves Brand Reputation and Trust
Salesforce defines inclusive marketing as “creating content that truly reflects the diverse communities that our companies serve”. By elevating diverse voices through your content, you are showing customers you care about their needs. It’s also an excellent way to build brand loyalty and trust with new and existing customers.
Inclusive marketing can involve making little changes that have a far-reaching impact, like adding video captions, being mindful of your vocabulary, using diverse imagery in blog posts and social media, and using gender-neutral language.
It’s Great for Business
No matter your brand, the role of content marketing is to attract and retain consumers and, ultimately, drive them to some form of ‘profitable’ action.
One of the best ways to accomplish this is to better understand your audience through diverse and inclusive marketing practices.
A study conducted by Microsoft found that almost two-thirds (64%) of people said they are more trusting of brands that represent diversity in their ads. About the same number (63%) said brands that represent diversity in ads are more authentic. Another study discovered that 83% of millennials find it important to buy from companies that align with their values.
These figures demonstrate that diverse and inclusive marketing isn’t just a trend, but the new norm, and that customers are actively making purchasing decisions based on how diverse and inclusive a brand is.
It Leads to Greater Possibilities
If you want your brand to stay competitive today, it’s crucial to provide unique, diverse content that truly represents the society we live in. Not only does diversity and inclusion contribute to a more empathetic world, it allows companies to target new populations and increase response rates with relatable messaging.
For most brands, the idea of making your marketing more diverse and inclusive can seem overwhelming or confusing. Implementing these practices takes time, care and attention, but it’s easier than you think!