Inclusive Marketing: Media with Meaning
5 tips for approaching inclusive marketing
At this stage in humanity’s content media journey, it’s safe to say that what we watch, read, play, share, and listen to makes a huge impact on the way we see the world. We spend more time online than ever—one study suggests that we spend as much as 40% of our waking life on some kind of internet-connected device—and it’s crucial to see the effects this can have on our perspective.
As internet usage has gone up, so have worldwide efforts to prioritize inclusivity. In the business world, this is often referred to by a handy corporate acronym: DEI, which stands for Diversity, Equity, and Inclusion.
Despite countless hours, dollars, and (presumably) good intentions, countless corporate attempts to promote these vital values have fallen flat—particularly when it comes to marketing. So how do you go about cutting through the noise and actually doing something good with your marketing and media? First, we need to understand what is (and isn’t) inclusive marketing.
What is Inclusive Marketing?
Simply put, inclusive marketing not only accepts diversity but encourages it in all forms. Certain aspects of a person may come to mind when you think of diversity, but there are countless facets that truly inclusive marketing will consider. These include:
Age
Appearance
Ethnicity
Gender identity
Sexual orientation
Body type
Physical and mental ability
Religion and spirituality
Socio-economic status
Bear in mind that inclusive marketing isn’t about cramming as many of these minority groups into your content as possible. In fact, the best, most truly inclusive way may actually work the opposite.
One of the biggest missteps made by so-called ‘inclusive marketing’ campaigns is an effect known as tokenism. If you’ve ever watched a movie made before 2010, you’re likely already aware of this problematic device. Tokenism simply refers to including a ‘diverse’ voice or perspective in your content simply for the sake of having them, rather than to empower them or make any particular statement about their situation.
If you’re ready to get better at inclusive marketing, playing it safe won’t cut it. Including diverse elements in your marketing without taking any kind of stance comes off as wishy-washy, insincere, and, for lack of a better term, grossly corporate. You don’t need to look far for misguided (but highly-funded) attempts at inclusive marketing—for an example, just take Dove’s infamous body wash ad or the highly regrettable and tone-deaf Pepsi ad that attempted to capitalize on the Black Lives Matter movement.
So how do you go about doing inclusive marketing the right way? What is your role, right, and responsibility when it comes to platforming diverse viewpoints and voices? You could easily teach a semester-long college course on this topic without scratching the surface, but here are a few of our thoughts to get the convo started.
How to Approach Inclusive Marketing
There’s no single best way to do inclusive, diverse marketing for your business. There are countless variables that will affect your best course of action, including your industry, backstory, positioning in your communities, and more. With that said, here are a few general points to keep in mind as you plan an inclusive marketing campaign.
Don’t Ignore Biases
Everyone has implicit biases. And if you just thought to yourself, ‘no I don’t!’, then yes, you definitely do.
The brain loves to find shortcuts and easy pathways to help it understand the world more easily. If we approached every single situation with completely fresh eyes and no implicit bias, it would take forever to process anything, much less take action. It’s for this reason that biases tend to form.
Many of these biases are harmless, or even positive—recalling a feeling of happiness (rather than nervousness) on the day you met your partner, for instance, is a lovely bias. However, we can also develop negative biases against certain people or groups, sometimes without even realizing it. These negative biases can be formed by direct negative experiences, experiences of those around you, or inaccurate or unfair portrayals in the media we’re so constantly plugged into. Negative biases can also be absorbed as children from family and friends, directly shaping our worldview even as adults.
When beginning inclusive marketing, it’s time to take an honest look at your biases—because you definitely have some. Which of them are useful and fair, and which are only serving to bring negativity? Objectively examine these biases without judgment, and determine which you need to push back on in order to make the world a better place with your work.
2. Have Something to Offer the Communities You Want to Reach
Diversity and inclusion might be little more than a trend for the truly soulless corporations out there, but it should really mean something to you. It’s not good enough to get into inclusive marketing simply to expand your profits—you should be aiming to make a difference.
What does your brand have to offer the communities you want to reach? Are you selling a product that makes a task simpler for people with disabilities? Does your campaign featuring a racial minority actually say something in support of their community’s challenges? Does your mental illness awareness week post point people toward resources and opportunities to let their voices be heard? All of this relates to our next point: actions speak louder than words.
3. Act, Don’t Speak
Have you ever heard of companies ‘Rainbow-Washing’ during Pride Month? This is a term that refers to the sudden shift that comes each June, where major corporations that would normally never take a stance on anything remotely ‘political’ are suddenly flush with rainbows and LGBTQA+ slogans.
But these endorsements tend to ring hollow because most of these brands are simply looking to capitalize on the so-called ‘trend’ of queer rights, rather than make a real difference for the cause.
You have the power to be better at inclusive marketing than your typical financial institution or megacorp. If you’re going to feature a rollout around supporting a diverse group or social issue, simply stating that you support them isn’t enough. Get in touch with experts to find out where your support is needed. Donate a portion of profits to worthy causes. Get involved, and don’t be afraid to take a stance—leave neutrality (which, in reality, is taking the side of the status quo) to the Unilevers and Nestlés of the world.
4. Ask for Help (Seriously!)
If you’re not a part of the group you’re looking to uplift, then it’s time to call in an expert. Assuming you know what’s best for a diverse community without all the facts actually does the opposite of helping. It strips capable yet disenfranchised people of their agency and implies that they don’t know what’s best for them.
Don’t walk into an inclusive marketing campaign uninformed. Make it a priority to get in touch with those who are already involved in the cause. If you can’t find an expert, odds are that you’re not looking hard enough. The closer to the grassroots you can get, the more your marketing can do for your community.
5. Remember: Inclusion Doesn’t End When the Workday Does
Last but certainly not least, it’s vital to remember that your commitment to inclusion and diversity isn’t a trend, a fad, or a business strategy. Inclusion is a lifestyle, and it requires you to embrace it in all its forms in order to work.
Make sure your professional team is made up of people from diverse backgrounds. More perspective is always an advantage, so why limit yourself when it comes to the voices you include in a conversation? Stay informed on social issues and actions being taken in your community and beyond. Show up to events. Talk to people who are working to solve these issues. Find out how you can help, then follow through—not for marketing clout, but simply as part of our implicit social contract.
When you actively live a lifestyle that embraces inclusion and diversity, it will feel natural, easy, and downright expected to do the same with your marketing.
Handling Marketing the Smart Way with BNL
Now, that was a lot of information. Like we said, inclusive marketing is not the kind of thing you can master by reading a single blog article. But by truly internalizing these key points, you’ll have the foundations laid out to start making a real, positive difference with your marketing.
If you’re looking for some expert assistance in handling your marketing at large, we’re here to help. We offer full-service social media content, strategy, and coaching packages, ensuring you have everything you need to thrive online. And thanks to our diverse team of talented staff, you also gain access to our countless viewpoints and perspectives to help inform your method.
At BNL, we pride ourselves on a thoughtful, sensitive, and results-oriented approach to social media marketing. If you’re ready to make your content work for you and your community at the same time, don’t hesitate to get in touch!