Marketing to Diverse Audiences
Are you missing out on business because your marketing strategy isn't diverse enough?
The business case for diversity and inclusion as a source of competitive advantage is stronger than ever before.
Consumers today are more culturally diverse and are increasingly demanding truer representations of the society they live in.
For organisations, diverse and inclusive marketing can yield dramatic results through increased overall brand perception, trust and loyalty.
A recent survey found that 64% of people said they are more trusting of brands that represent diversity in marketing messages, and 85% of consumers said they will only consider a brand they trust.
Similarly, a study run by Shutterstock about how culture and people are represented in visuals, found that 88% of Generation X and 90% of Millennials, believe a diverse representation in a brand campaign can improve that brand’s reputation.
Millennials and Gen Z-ers in particular, are seen as more socially aware and impact driven – these generations have grown up surrounded by the internet and social media, which in turn has increased their exposure to larger social issues.
It is no longer simply just enough for companies to say they support diversity and inclusion. Today’s consumers want to see authentic representations of people that they can relate to, represented in the marketing and advertising campaigns of their favourite brands.
How companies represent these diverse groups and the organisations viewpoints on social issues is also equally important. Consumers want a sense of togetherness that is expected to be representative of the multicultural society they live in.
The case for greater For consumers, seeing someone they can relate to in marketing messages is huge and means they are more likely to buy the product as they can envision themselves using it.
Bulb Create specialise in diversity and inclusion marketing. Our CIM Qualified marketing specialists have experience working in a wide range of sectors, marketing to diverse audiences and promoting inclusive and culturally diverse products and services.
Click here to find out more about our Diversity and Inclusion Marketing Services.
