What is Inclusive Marketing?

As marketers, we are tasked with building a positive brand image. It is our responsibility to communicate brand messaging in a way that people from all backgrounds can really connect with. In order to do this, we need to make our audiences feel welcome and create a sense of belonging through our marketing efforts. This is where inclusive marketing has a chance to really shine!

What is Inclusive Marketing?

Inclusive marketing is marketing that reflects the diverse communities that make up our audiences. It refers to the strategies, tactics and technologies used by marketers with the intention of making people feel included by communicating that our differences as humans are both respected and valued.

True inclusive marketing is meant to reflect the diversity we see in the real world and has the ability to promote the experiences and perspectives of groups of people who are often marginalised, disadvantaged and underrepresented.

Inclusive marketing should consider and communicate differences such as race, ethnicity, gender, age, religion, sexual orientation, identity, body type, presence of disability, socioeconomic status and more!

Why is Inclusive Marketing important?

Brand Perception

Inclusive marketing can help to shape brand perception by showing an awareness of diversity and highlighting differences among individuals. This has a positive impact on how consumers view companies.

Brand Reputation

Using inclusive marketing, you can build a positive reputation and image as consumers view your company as accepting and inclusive. It shows consumers your support for a variety of different people and groups and has the power to influence positive social change and reduce cultural prejudices. In some cases, you are able to give a voice and represent those who are underrepresented, which will reinforce a good reputation.

Impact on Staff

Consumers look for brands that authentically incorporate inclusivity as part of their company. But, as well as customer perception, inclusive marketing also has a positive impact on staff and other stakeholders. Feeling acknowledged and validated by your company allows potential clients, partners and employees to know that they are welcome to work with your company. The positive perception from staff leads to better staff performance and higher retention rates.

What are the benefits?

Wider Audience

Through inclusive marketing, you are able to reach wider audiences and target new ones as well. It means that you can appeal to a lot more groups of people. Interacting with groups on a deeper level means you can find new ways to communicate your messages and reach them in ways that resonate with them.

Potential Profits

By reaching a wider audience you will be generating new customers since consumers are attracted to companies that align with their personal values and beliefs and are able to reflect the reality of the world. So a bigger audience means more buyers, which means more potential profits overall.

Modern Buyers

Inclusive marketing has the power of strengthening your current customer relations. Consumers in today’s society are looking for companies that have truly integrated inclusivity and diversity. Along with seeing this in a company’s marketing efforts, consumers want to see this being incorporated within the company structure as well such as the board of directors, senior leads and other positions. This is viewed as a major positive by modern consumers.

Future Buyers

Through inclusive marketing, you are also able to build on brand loyalty which is beneficial in the long run as you are building deeper connections with consumers. The newest audience to start entering the market, Generation Z, already favours companies that represent diversity. So using inclusive marketing will be useful in ensuring long-term success.

Should you incorporate Inclusive Marketing?

Yes! Consumers are more likely to engage with companies that prioritise the representation of diversity. However, for it to be communicated properly it must be done in a way that is authentic and genuine.

If you want some assistance with your marketing and want to understand how you can implement inclusive marketing practices, please get in touch with the Communicate Inclusively team: hello@communicateinclusively.com