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Miguel Delos Santos
In 2017, the popular makeup brand CoverGirl made headlines by appointing its first male brand ambassador, James Charles. This move was a significant departure from traditional marketing strategies, which often relied on gender stereotypes to target their products.
By embracing inclusivity, CoverGirl was able to connect with a broader range of customers, including those who identified as male or non-binary, and improve its reputation as a brand that celebrates diversity.
This story is just one example of how inclusive marketing strategies can help companies like CoverGirl broaden their customer base and thrive in today’s diverse marketplace.
In this article, we will deeply explore why and how companies can implement inclusive marketing strategies to connect with a much wider range of customers and build a more successful business.
Inclusive marketing is becoming increasingly important for businesses to connect with larger more diverse audiences and create meaningful brand experiences.
By strongly prioritizing diversity and inclusivity in their marketing campaigns, businesses can definitely benefit from increased sales, brand loyalty, and a positive brand reputation.
In recent times, consumers are increasingly conscious of social issues and expect companies to align with their values. To win over a more diverse customer base and showcase their commitment to diversity, equity, and inclusion, companies can implement inclusive marketing strategies.
This approach goes beyond just selling products or services and demonstrates a genuine concern for social causes that resonate with customers.
Studies have shown that inclusive marketing can broaden a business’s customer base. For example, according to Accenture’s Holiday Shopping Survey, 70% of younger millennials are inclined to select a brand that showcases diversity and inclusivity in its advertisements and content.
Additionally, 66% of younger millennials really value in-store experience, while 68% consider the range of products offered as a deciding factor in choosing a brand.
Inclusive marketing can also help businesses improve their brand reputation. Demonstrating a commitment to diversity and inclusivity can build strong trust and loyalty with customers, leading to increased brand advocacy and positive word-of-mouth recommendations.
A study by Microsoft Advertising found that more sensitive and inclusive ads have seen 23% more trust from Gen Z consumers.
Overcoming language barriers is a significant challenge for businesses implementing inclusive marketing. Tomedes, a professional translation services company, can play a crucial role in ensuring that marketing messages are accurately and effectively communicated to diverse audiences.
Common Sense Advisory’s survey finds customer service, branding, and market share to be the top drivers for translation among Fortune 500 companies
There are many creative examples of how businesses can use inclusive marketing to connect with diverse audiences. For example, Nike’s “You Can’t Stop Us” campaign featured athletes from different backgrounds and abilities, emphasizing the brand’s commitment to inclusivity and diversity.
On a side note, if you would like to know how to keep up with your ever-expanding customer base after successfully pulling off your multicultural marketing strategy, consider reading our previous blog, “How to Improve Online Sales with Marketing Automation,” to learn more!
Successful multicultural marketing strategies require more than simply translating marketing materials into different languages.
Companies need to understand the cultural values, beliefs, and traditions of their target audiences to create content that resonates with them. For example, McDonald’s has successfully localized its menus and marketing materials in different countries, incorporating regional cuisine and cultural references into its campaigns.
Building relationships with diverse communities is also crucial for successful multicultural marketing. Companies that demonstrate a commitment to diversity and inclusivity can surely build trust and loyalty with customers, leading to increased brand advocacy and positive word-of-mouth recommendations.
Moreover, building relationships with diverse communities can also provide businesses with invaluable insights and feedback that can inform their marketing and product development strategies.
This approach allows companies to stay ahead of the curve by anticipating and addressing the evolving needs and preferences of diverse customers.
Creating representation in marketing campaigns is another key aspect of successful multicultural marketing. By featuring diverse talent and perspectives in their campaigns, businesses can demonstrate a commitment to inclusivity and connect with diverse audiences.
For example, Coca-Cola’s “Taste the Feeling” campaign featured a diverse range of talent and cultural references, celebrating the brand’s global appeal.
While inclusive marketing has many benefits, there are also some potential drawbacks. One disadvantage is the risk of alienating some customers who may not agree with or support certain social causes or values.
Inclusive marketing campaigns may also be more expensive and time-consuming to develop, as they require careful consideration and research to ensure they are effective and authentic.
Moreover, some companies may struggle with implementing inclusive marketing strategies due to a lack of diversity within their organization, which can lead to insensitive or inappropriate messaging.
Additionally, businesses may face backlash if their inclusivity efforts are perceived as tokenistic or performative, rather than genuine and meaningful.
Finally, it is definitely worth noting that not all businesses may have the resources or capacity to develop and execute effective inclusive marketing strategies.
This may be particularly challenging for small businesses or startups that are still establishing their brand and may not have the budget or staff to invest in such initiatives.
In conclusion, successful multicultural marketing strategies require a deep understanding of cultural contexts, innovative approaches to localization, and a commitment to building relationships with diverse communities.
By incorporating diverse perspectives and talent in their marketing campaigns, businesses can create more meaningful brand experiences that resonate with customers from all backgrounds and cultures.
In a world that celebrates diversity and inclusivity, businesses that prioritize multicultural marketing strategies have a competitive advantage.
By understanding and valuing the unique needs and values of diverse communities, businesses can create meaningful brand experiences and build lasting relationships with customers.
From innovative localization methods to inclusive representation in marketing campaigns, there are endless opportunities for businesses to demonstrate their commitment to inclusivity.
It is time for companies to embrace diversity, celebrate cultural differences and work towards creating a more inclusive and connected future.
About the author
Miguel Delos Santos is a musician, content writer, and creative writer who specializes in music education and content writing. A graduate from the University of the Philippines Diliman with a degree in Violin Performance, they have been teaching and performing professionally for 8 years. They currently work as a freelance creative and content writer.