Creating content that reflects the diverse communities
Beyond diversity, truly inclusive marketing can elevate the stories and voices of people that have been typically marginalized or underrepresented, deepen connections with customers, and even influence positive social change. Marketing can have a powerful impact on society—from our definitions of beauty, to what a scientist looks like, to what an athlete should be. What if we started to see more inclusive images all around us? For example, we could start reimagining what a CEO looks like or what an athlete looks like (see images)
- Customers want to see themselves represented.
In fact, 52% of consumers are likely to switch brands if a company’s messaging isn’t personalized and inclusive of them, according to Salesforce’s State of Marketing report.
- Reach new audiences
"With 43% of the 75 million millennials in the US identifying as African American, Hispanic, or Asian, if a brand doesn’t have a multicultural strategy, it doesn’t have a growth strategy,” according to Nielsen report.
- Attract the next generation workforce
The workforce of the future will be increasingly diverse and expect more and more from the companies they work for. Businesses that don’t reflect these changes will miss out on a tremendous pool of talent and opportunity to authentically connect with their diverse customer base.
Reference: Trailhead Salesforce