{"id":78892,"date":"2022-02-10T18:16:49","date_gmt":"2022-02-10T18:16:49","guid":{"rendered":"https:\/\/rockcontent.com\/?p=78892"},"modified":"2025-09-06T05:30:11","modified_gmt":"2025-09-06T08:30:11","slug":"marketers-diversity","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/marketers-diversity\/","title":{"rendered":"Marketers Can Transform the World Enhancing Diversity (Here\u2019s Why)"},"content":{"rendered":"

Marketers can play a huge role in transforming the world by educating the market, sharing the right message, and moreover, helping organizations to create a long-lasting inclusive mindset and to promote inclusive behavior, while messaging with representativeness and authenticity.<\/p>\n

We\u2019re presently living in a world where most people don\u2019t show brand loyalty at all<\/a>. More than 80% of the McKinsey Institute for Black Economic Mobility<\/a> survey respondents said they were willing to switch brands if another better represents themselves.<\/p>\n

Yet, the survey also said that black consumers are willing to pay up to 20% more<\/strong> for the right products and services that meet their needs.<\/p>\n

As market data is showing us, companies who take it seriously, and with a real approach, are more likely to have an above average profitability, attract and retain customers and employees, and at the same time improve the state of the world.<\/p>\n

Let\u2019s see how you bring that thought into your brand with responsibility and action (and not only marketing about it), with some good real-world examples of companies that are already doing that.<\/p>\n

Diversity to brands<\/h2>\n

The first thing brands should consider when including diversity in their guidelines, is that a brand represents what the company is in terms of beliefs, behaviors, vision, characteristics – like a person\u2019s personality and life history. <\/p>\n

So, as it happens with a person, if you try to advertise something you are not or that you don\u2019t believe, you\u2019ll be on the way to failure. <\/p>\n

Before including diversity in your brand, start including it in your business<\/strong>, to employees conversations, trainings, and understand diversity inside your culture.<\/p>\n

Only then, you can move to the next step of working with diversity to your brand and marketing – which is amazing, and I totally encourage you to do so, don\u2019t get me wrong. Implementing diversity into your brand and business will be great for your employees experience, business revenue, and of course, to build a better world. According to the McKinsey<\/a> analysis, companies that have cultural and ethnic minorities in their teams are 36% more likely to experience industry-leading profitability.<\/p>\n

In practice, this isn\u2019t just a matter of throwing together a bunch of smiling faces in a photo shoot and calling it a day. People notice performative gestures from a mile away. If you want your brand to resonate\u2014really land with folks\u2014you\u2019ve got to get comfortable letting diversity seep into decision-making at every level. That means bringing different voices into the room before there\u2019s a campaign to plan, not just sticking them in the ad for optics. Representation isn\u2019t a checklist, it\u2019s a habit.<\/p>\n

What\u2019s interesting is how the brands that truly commit\u2014warts and all\u2014end up building loyalty almost by accident. They\u2019re not always on-trend, and honestly, sometimes they mess up in public, but they stick around because people remember genuine intent. There\u2019s nuance in how audiences react when they see effort, even if the execution is rough around the edges. This willingness to stumble forward is often where the learning (and the real value) happens. I\u2019d argue that being open about the process, admitting what you don\u2019t know yet, can actually deepen trust.<\/p>\n

Inspiring yourself with diversity initiatives in the world of ads<\/h2>\n

Recently, Publicis Media announced the launch of a marketplace to increase representativeness<\/a>, by providing their clients with the opportunity to access a vetted inventory from publishers who serve underrepresented communities, focused on increasing diverse audience reach.\u00a0<\/p>\n

Named \u2018Diverse and Inclusive Media Exchange\u2019 (DIME), the marketplace will be exclusive to Publicis clients, and was intended to deliver a more inclusive content, according to Publicis Media U.K. Chief Executive Officer Sue Frogley.<\/p>\n

Taking one of the most expensive advertising slots for inspiration, Super Bowl ads have been delighting audiences in the past years with diverse castings and real life narratives.<\/p>\n

According to Jon Evans, Chief Marketing Officer at System1, they found three primary ways to employ diversity as a strategy<\/a>, although it\u2019s important to understand there are many consequences and points of analysis of using each, that will differ from brand to brand, and between campaigns:<\/p>\n