5 Tips for a Marketing Diversity Strategy
Updated: Nov 29, 2022
Author: Michela Roberto
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Date of Publication: 16/10/2022
We can define marketing diversity as a marketing strategy that considers the differences between subgroups of a target market. Such groups are age, gender, disability, sexual identity and religion.
In fact, it has nothing to do with the way by which we deliver a message. Apparently, it has to do with the content of the marketing message.
Here are 5 important steps to consider
Embrace diversity in the creative team This means to strive to build diversity in the workplace. This can happen by crafting a team that includes the backgrounds, philosophies, and beliefs of those you're trying to market to.
Make data a centrepiece This step consists of collecting as much data as possible. Apart from that, you should use modern data analytics techniques to extract meaningful insights about the subgroup. Why is it that crucial? Just think about Dolce & Gabbana's Chinese campaign disaster.
Build from the ground up The marketing message should be unique for each group. What’s more, it should recognize customers’ specific needs, desires, and connection with the brand.
Understand the language of inclusivity Learn how to craft a diversity statement that you can use to showcase the efforts you, are making as a company.
Let customers have a voice That means collecting and listening to customer feedback during and after the execution of each campaign to either validate or challenge the effort. But let’s see some examples of a good diversity marketing strategy to illustrate this point.
Successful Examples of Diversity Marketing Campaigns
Fenty Beauty “Beauty for All” campaign
Rihanna is the owner of the make-up brand Fenty Beauty. Since the start she has made sure to promote diversity and inclusion for all different types of skins and shades.
Adobe “When I See Black”
Coca Cola “America is Beautiful”
Last, it is a kind of duty to mention one of the best diversity marketing strategies from the famous Coca Cola multinational brand.
In conclusion, companies shouldn’t forget that the market consists of people and their willingness to pay for their product. Moreover, mainly multinational brands face a huge variety of customers and each one of these belong to a much smaller subgroup. Therefore, this needs to be taken into account for an effective marketing strategy.