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 in fact, are now able to reach a wide scale of people with absolute ease. No matter what kind of product one is offering, 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 be able to market to them in a manner which makes it seem appealing to them. For global audiences, this task can be tougher owing to the varied interests and marketing styles that 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 marketing known as 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. In the past, brands would generally generate marketing campaigns that were targeted towards the WASPs group. WASPs stands for White Anglo Saxon Protestants, who were deemed to be 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 with, or which they 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 on an inclusive approach. Marketing to a wider audience proved to be incredibly profitable for several brands and was a strategy that they now wanted to adopt on a larger scale.
Customers all over the world 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 as well as the way that 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 as well in Asia. Similarly, within the country, a marketing campaign that works well for those belonging to the WASPs category doesn’t always resonate with the African American community as well. 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 campaigns.
A marketing campaign which 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
As it stands, diversity marketing can offer an incredible amount of benefit 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 do decide to 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 that they produced. People all over the world were in awe of the diversity that the campaign showcased and was something that helped the brand generate an incredibly positive reputation. Millions of people all over the world choose to go in for this brand of makeup, simply because they had a diverse approach towards their marketing campaign and the products that they were showcasing.
2. Reaches A Wider Audience
A big positive for brands who adopt the concept of diversity marketing is that they are able to reach a wider audience than ever before. People across different cultures want to be included in different kind of advertisement campaigns and want to be able to relate to the products that are being showcased. By adopting a diverse marketing campaign, brands are able to show a more diverse application of their products, thereby having a certain appeal in the eyes of those who come from different backgrounds and different cultures. By adopting these marketing campaigns, brands can reach audiences that they never did before, thereby 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 which have different interests and which respond to different types of 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 is something that brands have started to inculcate in order to target these customer bases. This mindset is what has caused brands to realize the importance of diversity marketing and is what 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
With 2019, there have been several trends within the marketing industry that have emerged and taken consumer industries by storm. These have changed the way brands market themselves and have altered the manner in which 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 for the marketing of their products. This is something that is not only prevalent in the United States, but around the world. Brands who wanted to implement diversity marketing decided to not limit their model choices, but instead hire ethnic influencers. This led to there being a more diverse set of faces in a number of prominent advertising and marketing campaigns.
2. Conversation Changers
One of the bigger trends that have emerged over the past few months is marketing and advertising campaigns that are meant to be conversation changers. Brands across the world 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 into several notable topics being brought to light as a result of the campaigns and all that 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 towards 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 that have been raised about diversity at the workplace and social justice. Nonetheless, this had led to an increase in campaigns that are geared towards inclusivity, diversity and acceptance.
Stats About Diversity Marketing
Diversity Marketing is indeed one of the more positive outcomes of this industry and 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% marketers agree that showcasing nontraditional families helps build a brand’s reputation.
- 70% black millennials stated that they are more likely to buy from a brand that releases a campaign that talks 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 been following 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 promote 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 was able to showcase its message that everyone has the right to create a family, regardless of their gender, race or sexual preferences. The campaign celebrated individuality and was something that resonated with the masses on a greater scale.
Outdoor Voices was one of the first clothing companies to take the world by storm with their diversity campaign. The advertisements of the brand showcased models of different ethnicities and different 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 who had disabilities or those with sensory processing sensitivities.