The buying power of ethnic minorities around the world has increased exponentially - multicultural consumers have contributed $14 billion of sales growth to the consumer packaged goods market since 2013. The world has never been more globalized and multi-hyphenated than it is right now, bringing inclusive marketing to the forefront of priorities for many brands and businesses. It has never been more important for brands, companies, and businesses to expertly understand different pockets of cultures and religions as well as speak to them authentically.
For your product to appeal to an ethnically diverse audience, it’s high time they felt understood and seen. Tokenism in multicultural marketing as well as racial and ethnic stereotyping in ad campaigns do more damage than good.
54% of consumers surveyed by Facebook said they do not feel fully culturally represented in online advertising.
In a world where exclusion was purposely orchestrated, inclusion must now be deliberately implemented.
Inclusion cannot be an afterthought once your marketing campaign is at its final stage; it requires proactivity. Having an inclusive marketing strategy needs to become the norm.
59% of people say they are more loyal to brands that stand for diversity and inclusion in online advertising.
So how can you go about understanding the cultural nuances within target audiences that you aren’t a part of or have never interacted with?
1. Ditch the Stereotypes:
There are many stereotypes we hold about other cultures and communities simply because of how the media has presented them. In reality, our perceptions are far from the truth. And if we aren’t careful, the biases that the media plants in our minds will inform the marketing decisions we make, fostering a cycle of alienation from the very audiences we want to relate to.
Instead, do your research. Read up on a topic, religion, culture or community you don’t know much about. Better yet, interact with individuals from those communities to eliminate any stereotypes or preconceived notions you may hold.
2. Seek an Outside Perspective:
Exclusionary hiring patterns have meant that there is not enough diverse representation in leadership or management rooms. Oftentimes, the target audience we want to speak to aren’t sitting in the decision making room when we’re planning out our marketing campaigns. Being surrounded by an echo chamber when making decisions isn’t the way forward. In order to gain access to the perspectives we don’t have around us, we need to actively hire these individuals or work with external consultancies and agencies that would offer this perspective.
93% of marketers believe inclusive marketing is important for the business potential it represents, BUT fewer than one in 10 review for inclusion as part of product design and marketing campaigns.
If you’re looking for expert cultural intelligence to ensure all your future marketing campaigns authentically speak to diverse audiences, check out our cultural consulting services. The cultural intelligence we offer at Aam will allow you to speak to your diverse audiences in a way that draws them in, rather than alienating them. We’ll help you widen your brand’s reach by meaningfully connecting with communities you haven’t tapped into yet.
3. Look at What Other Brands are Doing:
Limiting your marketing efforts to what has previously worked is not good enough. Just as we look to other brands for new ideas and inspiration to inform our future campaigns, we must do the same to learn how to practice inclusivity in our campaigns.
70% of Gen Z consumers are more trusting of brands that represent diversity in ads.
Here are some examples of inclusive marketing campaigns that we think are Aam-azing!
Neutrogena's Holi Campaign:
Tesco's Ramadan Ad 2022:
Nike’s You Can’t Stop Us Ad:
Adobe’s ‘When I See Black’ Ad:
Procter & Gamble’s The Name:
It's time for under-represented and under-valued audiences to feel heard. Aam can help you navigate the cultural challenges that are keeping you from owning a seamlessly inclusive marketing strategy. From cultural workshops and diverse influencer campaigns to start-to-end cultural campaign executions and thorough cultural campaign audits, Aam can be there for you every step of the way. Book a free consultation today to learn more.
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