Diversity by Design

In the modern advertising landscape, inclusive marketing defines the essence of being a brand with a vision. It transcends the concept of surface-level diversity to weave the principles of diversity, equity, inclusion, and belonging into the very fabric of a brand’s narrative.

Inclusive marketing is a deliberate strategy that moves beyond the mere inclusion of diverse faces in a campaign. It’s about purposefully recognizing who has been traditionally included in the marketing narrative and who has not—and making intentional choices to remedy this imbalance. It’s about widening the circle and shifting the center, ensuring that no single dominant lens dictates the story being told.

At its heart, inclusive marketing serves three foundational purposes:

Reflecting Community Diversity

True inclusivity in marketing means crafting messages that resonate with the real-world diversity of communities. It’s about understanding the cultural, ethnic, and personal identities that shape consumer experiences and reflecting these in every campaign.

Elevating Underrepresented Stories

Inclusive marketing is about giving a platform to those who have historically been sidelined. By doing so, it not only brings equity to the forefront but also enriches the marketplace of ideas with fresh and yet deeply personal narratives.

Confronting Cultural Biases

Traditional marketing has often perpetuated a homogenous view of society. Inclusive marketing shatters this by questioning and confronting ingrained cultural biases, thus fostering a broader, more empathetic understanding of the varied human experience.

Authenticity is critical in this approach—it’s not about including everyone for appearances. It’s about being purposeful in representation and inclusive by design, not by default. In doing so, a brand can craft an inclusive message that resonates with genuine intent.

Economic Rational

Inclusive marketing isn’t merely a moral compass for brands; it translates directly into tangible business results. Companies that have harnessed the power of representative advertising have seen significant financial benefits. According to the American Marketing Association (AMA), brands with the most representative ads observed an average stock gain of 44%. This statistic underscores the financial upside of inclusive marketing.

The economic rationale for incorporating inclusive practices early in the design and development process is equally compelling. Smashing Magazine highlights a stark reality: the business cost of amending a design after its completion can be a staggering 100 times higher than if inclusivity had been considered from the outset. This is a powerful incentive for brands to weave inclusivity into the fabric of their marketing campaigns from day one.

The consumer response to inclusive marketing is overwhelmingly positive. The AMA reports that 64% of consumers are more likely to purchase immediately after viewing diverse advertisements. This demonstrates that inclusivity in marketing can directly influence buying behavior.

Moreover, companies embracing inclusion and inclusive language have been shown to achieve 39% higher customer satisfaction, according to the Inclusive Language Handbook. This links inclusive practices to immediate sales and long-term customer loyalty and satisfaction.

Generational shifts further underscore the importance of inclusive marketing. A significant 49% of Gen Z consumers in the US have discontinued purchases from brands that failed to align with their values, as revealed by Microsoft’s research on “The Psychology of Inclusion and the Effects in Advertising.” This highlights the burgeoning expectation for brands to authentically represent and uphold the values of a diverse consumer base.

Learning More About Your Local Community

In inclusive marketing, a deep and nuanced understanding of the community you serve is indispensable.

The U.S. Census Bureau plays a pivotal role in this aspect. Tasked with the mission to serve as the leading provider of quality data about the nation’s people and economy, it equips marketers with essential insights into the fabric of their local communities.

Marketers can discern the demographic and economic characteristics that define a locale by engaging with census data. For instance, in the central Pennsylvania market, where 25% of residents speak a language other than English, marketers are provided with a clear directive to craft multilingual outreach initiatives. This adaptation ensures that messaging is not only accessible but also relevant to a linguistically diverse audience.

Beyond language, the Census Bureau’s data sheds light on the varying capabilities of a population. In the Harrisburg, Pa. region, an understanding that 3% of the population has a vision impairment, 9% has an ambulatory difficulty, and 8.5% has cognitive difficulties mandates a more thoughtful marketing approach. It necessitates content that is not only visually accessible but also mindful of mobility and cognitive experiences, ensuring all members of the community can engage with the marketing content.

Such granular insights are crucial for marketers aiming to align their messaging with the lived realities of their audience. Whether through alternative formats for those with visual impairments, easy-to-navigate layouts for those with mobility issues, or clear and simple language for those with cognitive difficulties, the goal is to create marketing that is seen, heard, and understood.

Accurate and timely data is the bedrock of effective inclusive marketing. While the U.S. Census offers invaluable insights into the demographic makeup of a community, its decennial nature means that the data might not always reflect the most current trends. To bridge this gap, marketers can turn to ongoing data collection services that offer more frequent updates and detailed consumer behavior analytics.

Nielsen Scarborough is a prime example of such a service, providing granular data on shopping patterns, media usage, and lifestyle trends across various demographics. Specializing in local and national consumer research, Scarborough’s coverage of over 100 local markets in the U.S. makes it an indispensable resource for marketers aiming for precision and relevancy in their strategies.

Consider the veteran audience in central Pennsylvania as illustrated by Scarborough’s data. At first glance, most of this group appears to be aged 60 and above. However, a deeper dive into the data reveals that a significant portion, 35%, falls within the 25-59 age range. Such nuances are critical, mainly when these age brackets exhibit distinct media consumption habits.

By leveraging Scarborough’s detailed analytics, marketers gain a richer, more nuanced understanding of their audience. This allows for the creation of targeted marketing campaigns that resonate with specific community segments, addressing their unique preferences and behaviors. For instance, understanding the media habits of the younger veterans in Harrisburg could inform decisions on which platforms to use for advertising, what type of content would be more engaging, and what times are optimal for messaging.

Such targeted insights ensure that marketing efforts are inclusive and effectively tailored, maximizing impact and engagement within the community. For a comprehensive approach, combining the broad demographic overview provided by the U.S. Census with the detailed consumer behavior analysis from Scarborough creates a robust framework for understanding and engaging with local markets.

To complement the demographic data gathered from sources like the U.S. Census and Nielsen Scarborough, customer surveys and community-oriented focus groups serve as the microscope for finer details of the community to be observed and understood. The importance of diversity in these qualitative research methods cannot be overstated, as it contributes to the depth and breadth of insights in the following ways:

Representativeness

Diversity in focus groups and survey respondents is crucial for capturing a cross-section of the community. This ensures that the insights and feedback reflect the larger population, enabling marketers to design campaigns that speaks to a broader audience, not just a select segment.

Multiple Perspectives

Individuals from varied backgrounds bring unique viewpoints shaped by their distinct experiences. Such a rich tapestry of perspectives can uncover a broader range of needs and preferences, highlighting opportunities that might otherwise be missed in a less diverse setting.

Avoiding Bias

A homogeneous group is often prone to “groupthink,” where similar opinions reinforce each other, eclipsing alternative thoughts. A diverse group mitigates this risk, offering a more balanced and comprehensive array of feedback and safeguarding against bias that could skew marketing strategies.

Inclusivity

Ensuring inclusivity in focus groups and surveys is about fairness and thoroughness. It allows for the voices of underrepresented or marginalized groups to be heard and considered, fostering genuinely inclusive marketing approaches.

Innovation

The potential for innovation lies at the intersection of different life experiences and perspectives. When diverse groups come together, exchanging ideas can spark creativity and lead to breakthrough concepts, setting a company apart in a competitive market.

Marketers can attain a deeper, more authentic connection with their community by prioritizing diversity in customer surveys and focus groups. The insights gained from these engagements are invaluable, shaping marketing strategies that are as effective as they are inclusive, ensuring that every segment of the community sees themselves reflected in the brand’s messaging.

Representing Your Audience Through Language

Language wields the power to include or exclude, to respect or offend. Its usage in marketing is not just about communication—it’s about connection. As the Inclusive Language Handbook notes, “Consistent use of inclusive language can have a significant positive effect on a company’s culture, performance, and profitability.” To harness this power, there are several guidelines to consider:

Put People First

Utilize person-first language to emphasize the individual rather than their condition or characteristic. For instance, “a person with diabetes” is preferred over labeling someone “a diabetic,” thus acknowledging their humanity before their health condition.

Use Universal Phrases

Idioms, acronyms, and jargon can be exclusionary. Phrases like “it’s chockers in here,” an Australian slang for “it’s extremely full or crowded,” may baffle those unfamiliar with the expression. Strive for clarity and universality in language to ensure broad comprehension.

Recognize the Impact of Mental Health Language

Casual misuse of mental health terms diminishes their seriousness. Avoid using clinical terms to describe normal variations in mood or behavior, which can trivialize real and significant health conditions.

Use Gender-Neutral Language

Replace gender-specific terms with inclusive alternatives, such as “humanity” instead of “mankind” or “police officer” in place of “policeman.” This simple shift can make language more inclusive of all genders.

Be Thoughtful with Imagery and Symbolism

Symbolic language often carries hidden connotations. Instead of saying “a black mark” on someone’s record, opt for “a stain” or “blemish,” which have less historical and cultural baggage.

Clarify and Communicate

When in doubt, ask. Most people appreciate the opportunity to provide the language that makes them feel seen and respected. It is a no-cost strategy that can foster more robust, more respectful relationships with all stakeholders.

Embracing these guidelines enhances the inclusivity of marketing efforts and can lead to a more positive corporate culture and improved stakeholder relationships. In the end, the conscious use of language is not merely a matter of policy—it’s a practice that can elevate a brand to new levels of engagement and trust.

When marketers embrace inclusive language, they may sometimes face resistance to change. It’s important to remember that the evolution of language is supported by expert consensus. For example, since 2019, all four major English language style guides—Associated Press, Modern Language Association, American Psychological Association, and The Chicago Manual of Style—have endorsed using the singular “they.” This move underscores a broader societal shift toward recognizing and respecting the fluidity of gender identity.

Here’s how marketers can stand firm in their inclusive language choices:

• When facing skepticism, point to the recommendations of respected style guides, which reflect contemporary usage and support inclusivity.
• Share the rationale behind the changes, which often includes a desire to respect individual identity and avoid assumptions.
• Emphasize the positive impacts of inclusive language, such as improved customer relations, brand perception, and employee satisfaction.
• Cite studies and industry examples that demonstrate the effectiveness of inclusive language in reaching broader audiences.

By leaning on the authority of established style guides and the evidence of their acceptance, marketers can confidently advocate for language that is accurate and aligned with current best practices. This approach positions a brand as a leader in inclusivity and demonstrates a commitment to evolving with the times and respecting all consumers.

Representing Your Audience Through Imagery

Guided by the principle that no single image can encapsulate the breadth of diversity within any demographic, marketing imagery must be created with sensitivity and intent.
Below are guidelines to ensure that imagery aligns with inclusive representation:

Diverse Representation

Recognize that diversity is multifaceted and cannot be portrayed through a single individual. Aim for a tapestry of images that reflect the variety within demographic groups, capturing a broad spectrum of individuals and their experiences.

Positive Depictions

Focus on creating uplifting and positive representations, particularly of underrepresented groups. Ensure that these portrayals avoid reinforcing stereotypes and instead celebrate the richness and complexity of diverse communities.

Adaptability to Change

Stay attuned to the evolving cultural landscape and be willing to revise imagery in response to new understandings and perspectives. A commitment to change is a commitment to continuous improvement in representation.

Avoiding Cultural Appropriation

Ensure authenticity and respect by avoiding cultural appropriation. This can be achieved by involving a diverse group of reviewers and creatives at every stage, from conception to final approval.

Inclusive Creative Teams

Build creative teams as diverse as the audiences you wish to reach. The variety of perspectives within the team can inform more nuanced and respectful imagery, leading to more authentic representations.

By adhering to these guidelines, marketers can craft imagery that appeals visually and resonates on a deeper level with audiences from all walks of life. This approach to imagery is not just about avoiding missteps; it’s about taking proactive steps toward a more inclusive and respectful visual narrative that aligns with the progressive values of a brand.

Building Accessible Content

Creating accessible content for all users ensures equal access to information and functionalities. The following is a checklist to start building accessible digital content:

Markup

• HTML Headings: Utilize H tags effectively. They provide structure for the content, making it easier for people using screen readers to navigate the document.
• Page Titles: Use the Title tag to give each page a meaningful and accurate title. This helps users understand the context and purpose of the page.

Visual Appearance

• Image Independence: Ensure your page is fully functional even when images are not displayed. This assists users who use text-based browsers or have images turned off for speed or bandwidth reasons.
• Zoom Compatibility: Design your pages to remain legible and usable when the content is enlarged up to 200%. This is crucial for users with visual impairments.

Dynamic Content

• Alt Text for Images: All images should have alternative text that describes the image content or function. This description is vital for screen reader users.
• Multimedia Accessibility: Provide audio transcripts, captions, and sign language translations for videos. This ensures that content is accessible to users with hearing impairments.

Forms

• Confirmation and Undo Options: Allow users to confirm their actions and provide a way to reverse them if necessary. This prevents accidental submissions or changes.
• Text Error Notifications: Present all error messages in text form, not as images, so that they are readable by screen readers and understandable without visual cues.

Testing

• Comprehensive Testing: Conduct thorough testing with real users, including those with disabilities. Automated testing tools can help identify issues, but human testing is essential to understand users’ practical challenges.

Learn more by visiting the accessibility checklist available at NorthTemple.com. By adhering to accessibility principles, you ensure that your content is not only accessible but also offers a better user experience for all. Remember that accessibility is not a one-time task but an ongoing commitment to inclusivity in the digital space.

While much of the focus on accessibility is on digital content, applying the same principles to nondigital designs is essential. The following tips are derived from web accessibility best practices but are equally crucial for print and other physical media:

Contrast and Color

Use high-contrast color schemes to assist users with color blindness or low vision. Ensure that information is not conveyed by color alone.

Font and Styling Clarity

Choose fonts and styles that are easy to read. Avoid requiring users to use color or font style to understand the content.

Captions for Videos

Provide captions for all videos to ensure that content is accessible to users with hearing impairments or those in sound-sensitive environments.

Whitespace

Incorporate generous whitespace around elements, aiding users with visual impairments in navigating and comprehending your content.

Visual Hierarchy

Establish a clear visual hierarchy with distinct typography for headings and body copy and use graphical elements to delineate sections.

Gestalt Principles

Apply principles of visual perception to organize content in a way that naturally guides the viewer through the layout, such as the ‘L’ shape or ‘Z’ pattern reading paths.

Clear Call to Action

Clearly define the action you want users to take using visual distinction and directive language.

Simple Language

Ensure that all text is written in plain language to facilitate understanding.

Audience Consideration

Design with your intended audience, considering their abilities and ensuring inclusivity.

Continuous Improvement

Regularly evaluate and refine your designs for greater accessibility and inclusivity, staying abreast of best practices and user feedback.

Accessible design is not a static goal but a dynamic, continuous improvement process. By applying these principles, designers, and marketers can create content that is not only universally accessible but also offers a more engaging and inclusive experience for all users.

Building a Responsive and Inclusive Team

A team that reflects the diversity of its audience is more likely to produce work that speaks authentically to its audience. Building a responsive and inclusive group involves more than hiring practices; it requires an ongoing commitment to growth and learning. Here’s how organizations can foster such a team:

Leverage Internal Insights

Utilize the lived experiences of internal stakeholders to enrich campaigns. They can provide valuable perspectives that might not be present within the creative team alone.

Avoid Tokenism

Ensure that representation is meaningful rather than symbolic. No single person can represent the entirety of a diverse group.

Expand with Freelancers

Grow the diversity of your team by bringing in freelancers, especially for projects that require a specific understanding or cultural nuance that your team may lack.

Empower Team Members

Give team members the autonomy to propose and make changes. This encourages ownership and accountability for inclusive practices.

Learn from Mistakes

When errors occur, involve the team in understanding what went wrong and establishing protocols to prevent similar issues in the future.

Provide DEI Training

Offer ongoing training to update everyone on diversity, equity, and inclusion issues and best practices.

Encourage Open Dialogue

Create a safe space for open communication where team members can share diverse perspectives and ideas without fear of judgment.

Cultivate Respect

Build a culture where everyone is treated with respect and dignity and all voices are valued equally.

Encourage Empathy

Foster empathy within the team, prompting members to consider and understand the perspectives of various groups.

Celebrate Diversity

Acknowledge and celebrate the different backgrounds and perspectives each team member brings.

By incorporating these practices, an organization can build a team that is not only technically skilled but also culturally competent and responsive to the diverse world it serves.

Inclusive marketing isn’t just a strategy; it’s a commitment to reflect and respect the full spectrum of humanity in our brand narrative. Now is the time to embrace this path to enrich our brand and contribute positively to an increasingly diverse world. With each step toward inclusivity, we build a stronger, more connected community around our brand.

Don’t let the nuances of inclusive marketing be a roadblock. Reach out to Martin Communications and let us empower your brand to connect more deeply, engage more meaningfully, and grow more inclusively. Contact us today, and let’s craft a world of marketing that celebrates every voice.

 

Additional Resources

• The Accessibility Checklist I Vowed I’d Never Write, NorthTemple.com
• Authentically Inclusive Marketing: Diverse Lenses, Emerging Approaches, AndHumanity
• Best Practices Guide to Inclusive Marketing, American Marketing Association
• The Inclusive Language Handbook, the diversity movement