Why is Diversity, Equity, and Inclusion important in Marketing?

In my career as a Copywriter, one thing I look for before sending my application for a job ad is some form of DEI. If I can’t see people who look like me or people similar to me in some ways, I skip that job no matter how good it looks.

Can you blame me?

As humans, we’re wired to gravitate towards what we perceive as our people - people who look like us, act like us, have a shared perspective, understand our stories, share our values, or even our struggles. It’s how you made your best friend.

Yet, when it comes to modern marketing, we can still see how many brands fail to incorporate a diverse and inclusive approach.

We (you reading and me writing) are about to dig deep into this issue, discussing why it matters, the implications of not having a DEI approach, and potential solutions.

What Is Diversity, Equity, and Inclusion (DEI) and Why Does It Matter?

My favorite way to explain DEI is the definition that says; Diversity is where everyone gets invited to the party. Equity means we all get to decide on the playlist. And Inclusion means that everyone gets to dance.

DEI is a holistic initiative. It does not give room for sitting on a fence with one leg swinging on either side of the wall. This is why we know when a brand gives it a half-hearted attempt.

To put the above definition into perspective, DEI is when everyone (including employees and customers) is treated fairly and with respect and can see their culture/differences/values represented and celebrated in a way that brings everyone together.

This initiative is important in marketing because people prefer to buy from or associate with a brand that shares their beliefs and values.

A lack of diversity will cost you sales, customer loyalty, brand effectiveness, and employee acquisition/retention.

How Is Modern Marketing Performing With DEI?

On a scale of 1 to 10, I’d give a 6.

6 because marketing has evolved from a time when the DEI initiative never existed to a time when it does exist and brands can choose to go with it or not.

Some brands have been successful in incorporating DEI and communicating this in their marketing. Some are trying to do better, for their sakes and ours.

Not to forget those brands that think consumers can’t tell when they’re not being authentic about it. And others might be stuck in their ways.

Some great examples of what marketing successfully with DEI looks like include -

• Gillette’s #MyBestSelf campaign

  In this ad we see a Black father teaching his transgender son how to use a shaving razor. The ad demonstrates a safe, non-judgmental relationship between the father and son, and the happiness the young man feels, while making it evident that anyone ,regardless of background, can use this product.

• Nike’s “Equality” ad

  There are many things Nike’s Equality ad does well, including stating the fact that equality has no boundaries. We also receive the message that everyone has what it takes to reach for their dreams - color does not determine worth. Beyond race, the ad shows inclusivity to different gender, religion, and skill.

• AirBnB’s “Belong Anywhere” ad

  In this 2019 ad, AirBnB drives home the true meaning of Diversity, Equity, and Inclusion by showcasing - literally - that anyone can belong anywhere. We see the sharing and acceptance of other cultures, people, and places. The ad lets you know that AirBnB is for everyone.

• L’Oréal Paris “Your Skin, Your Story”

  This ad spreads awareness about the L'Oréal Paris True Match Foundation that serves 98% of the world’s population skin tone. For the beauty industry its a big thing - a product already inclusive in itself with the ad showcasing women of various color, cultures, backgrounds, and even physical challenges.

• Target “Swimsuits for Everybody”

  Target does several things with this ad including driving DEI for size, color, physical appearance, and more. It directly speaks to plus size swimwear having the same price as everyone else’s.

Not being authentic with DEI can often look like -

• Just hiring people that look different than you without creating a space in which everyone feels included.

• Jumping on trends or important dates like black history month, women’s day, etc to make quick sales without any prior sign of DEI in this regard.

• Aligning with people and organizations who do not practice DEI

• And many more we can smell from a mile away.

What Does Inclusive Marketing Really Mean?

You might mistake DEI to mean the representation of race or color, but it goes far beyond that. DEI is inclusive marketing that considers diversity in all forms.

It means realizing that your customers are more than faceless personas or differentiated by color alone. Age, appearance, ethnicity, gender identity, language, socio-economic status, religion/spirituality, and physical/mental ability are all a part of this. They are what reflect real people in the real world.

So, for me, inclusive marketing means seeing things like an African woman, a millennial, person of color, a hardworking single lady, adventurers at heart, picking simplicity and comfort over fashion, working from home life, caring about family, standing for what’s right, etc.

5 Ways To Put DEI Marketing Into Practice

1. Start with your marketing team -

It’s almost impossible to have inclusive marketing without an inclusive marketing team. If your team is in-house, then you have to consider hiring new members that bring diversity. If you hire freelancers, contractors, or agencies, be intentional about their ability to help you build a DEI framework. It’s why an agency like BGD is so special.

2. Your partnerships matter -

While you’re fixing your team, pay attention to the brands/people your business partners with. Do these brands share your values for DEI marketing? Would your real-life consumers be proud of your association with them?

3. Don’t drown in personas -

There’s no effective marketing without setting up your target audience personas (trust me, I know) but it’s vital to remember that these personas are not faceless people. Don’t reduce your consumers to one-line demographics and generic audience descriptions.

4. Tell real stories -

Storytelling is still the leading way to make consumers see and buy from you. So tell us some authentic stories from real walks of life. Emphasis on REAL here.

5. Don’t just check boxes, make measurable progress -

Remember when I said that some brands are not authentic with their DEI marketing? That’s because they’re checking boxes. To them, it’s not about impact, connecting to the consumer, or doing better. No. It’s about sales figures and whatever ‘buzz’ the industry is on at any given time. But DEI isn’t a trend or buzzword, it’s not even something new. It’s a reflection of a shifting marketplace.