Diversity and Inclusion

What is diversity and inclusion ?

The definition of diversity is including people from a range of social and ethnic backgrounds, meaning businesses should evaluate factors such as
• Age
• Appearance
• Ethnicity
• Gender
• Sexuality
• Religion
• Disabilities
The definition of inclusion is providing equal access to opportunities and resources for people who might otherwise be excluded. To make a brand inclusive this would involve making content and campaigns that speak to a representative audience.

For your brand to be diverse and inclusive you must know who is drawn to the brand. This is so that you can make sure those that are drawn to your brand are represented and included in marketing efforts. It has been found in research that people are more likely to consider or even purchase a product after seeing an advert they consider to be diverse and/or inclusive.

Benefits of being diverse and inclusive

1. Wider Reach
If you make your brand diverse and inclusive it would make it possible for you brand to widen it’s reach in terms of your audiences. By making sure that your brand does research into who is interested in what you are promoting, you will have a better understanding on how to promote your brand. You could do this by using analytical tools on social media to find who is viewing your brand and products. This will help you see how you can better promote your brand on digital platforms. An example may be that if you are getting a lot of interest on social media platforms such as TikTok and Instagram your audience is likely to be that of a younger generation, however if you are getting more interest on platforms such as Facebook your audience may be more middle-aged based.

2. Grow a relationship with audiences and consumers
Growing your relationship with your audiences is vital when it comes to diversity and inclusion. From the research I have done I have found that people are more likely to consider or purchase a product based on the fact that your adverts are diverse and/or inclusive. This is because if you promote your brand with people with different qualities such as ethnicity, age, gender and sexuality you are more likely to create a bond with individuals and help them to identify with your brand.

3. Grows Respect
By being diverse and inclusive you are showing people you are aware that everyone has a different background and that your brand is raising awareness for this. By doing this you are gaining respect from not only your consumers but also other brands.

Example

An example of where diversity was used in a marketing campaign is the “This Girl Can” sports campaign who’s aim was to get more women to contribute to sporting activities.
In this campaign they expressed that all women come in different shapes and sizes and that there is no right way to become active. This campaign was very successful in achieving their goals as their audiences were able to identify with their adverts because when people see people who look like themselves they feel more confident. They wanted women to feel more included no matter where they came from or how they looked they encouraged them that you can be whoever you want to be, and that is a great way to help people. Learn more about this campaign here https://www.thisgirlcan.co.uk/

If you want to read more from us try reading 10 ways small businesses can improve their social media presence

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