Your marketing needs more than one perspective: the importance of diversification in marketing

It’s no surprise that consumers expect more from the brands they’re supporting.

Recent years have shone a light on the broken and unethical systems that are in place in our society and the general public, particularly younger generations, want to support brands who are instead demonstrating values like diversity, accessibility and inclusion.

As business owners, it’s our job to respond to this public demand, and ensure we’re making authentic diversity and accessibility a priority in our marketing. (Not just because it’s being demanded, but because it’s the right thing to do).

Here are a few common issues that I see far too often in marketing.

Content, MarketingJasmine IrvenAugust 29, 2022diversity, inclusivity, inclusion, authentic, authenticity, marketing strategy, Marketing, voice, brand voice, activism, contentComment

Authentic inclusion and activism aren’t tied to a calendar

One of my favourite things about raising a “Gen Z” kid is how outspoken he is about marketing nonsense. Leading up to Pride Month, he mentioned the inevitable rainbow washing that was coming several times. While he may only be 14, he already knows when he sees something disingenuous.

And this applies to far more than our 2SLGBTQIA+ friends. It stands equally for BIPOC, disabled folks and every other historically marginalized group. Inclusion and activism aren’t marketing strategies. You either do it for real from the core of your business, and your business values, or you're not being authentic.

Here are some brands that get it.

Match your message to the moment: 5 things to consider when reviewing your brand activism marketing strategy

In recent years the tendency of brands to speak up about subjects like racism, human rights, equality, and other social justice topics has increased. This tendency, sometimes referred to as brand activism, might have you questioning whether you should shift your messaging, as well as when and how to do it.

Social media has created an environment where anyone with an account (okay, pretty much everyone) has direct access to brands. People can easily get in touch in real-time, comment or share their experience, and create buzz surrounding a particular brand.

Your marketing strategy should take into consideration your business values and company mission, and focus on matching your message to the moment.

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