Amidst the shifting sands of modernity, diversity marketing has become a crucial aspect. With consumers becoming increasingly diverse in their backgrounds, beliefs, and behaviors, it is important for businesses to not only recognize this diversity but also embrace it.
No matter the size or industry of your brand, implementing diversity marketing strategies can lead to increased customer loyalty and overall success. Today, in this blog, we will explore the top 10 diversity marketing strategies to help your brand thrive in today’s diverse market. However, instead of directly diving into the strategies, let’s first understand what diversity marketing means.
What Is Diversity Marketing?
Diversity marketing is a proactive marketing approach that recognizes and celebrates the unique differences of individuals and communities.
It involves understanding the diverse needs, preferences, and values of various demographic groups and tailoring your brand’s messaging, products, and services to meet those needs.
In other words, it’s about creating an inclusive environment where all customers feel seen, heard, and valued by your brand. Now, let’s look at some effective diversity marketing strategies that can take your brand to new heights!
Effective Diversity Marketing Strategies to Skyrocket Your Brand
1. Creating Inclusive Branding for Diverse Audiences
In diversity marketing, it’s vital to embrace inclusivity in your branding and packaging. When your brand’s imagery and presentation reflect a diverse range of people, it resonates with a broader audience.
This approach fosters a sense of connection and belonging among individuals from various backgrounds, making your brand stand out in a competitive market.
For instance, Crayola made “Colors of the World” crayons after hearing from people and teachers that they needed crayons for all skin colors. There are 24 crayons in the set with different shades for different skin tones.
2. Start With Your Own Team
Having people in your organization from different backgrounds is good for marketing. They bring fresh and creative ideas because they all think differently. This can help the brand connect with more people. Teams with different folks make better choices 87% of the time.
For example, Accenture started the “Inclusion Starts with I” campaign years ago. It tells employees to be themselves and make a workplace where everyone is welcome.
3. Languages for Everyone
Being able to talk to people in their language is a good way to show you care. It says your brand likes all kinds of people and respects how they talk. This makes people feel like they belong.
For example, Netflix has subtitles and dubbing in lots of languages so people everywhere can enjoy their shows. This helps them grow and reach more people around the world.
4. Use Interactive Content
People are more likely to engage with a brand when they feel their voice is heard and are able to receive personalized solutions. This is where interactive content comes in. It allows for two-way communication between the brand and its audience, creating a sense of inclusivity and diversity.
You can use polls, quizzes, surveys, chatbots, eCommerce recommendations, AI slideshow presentations, and more to deliver personalized results for every individual. Moreover, you can gather feedback and involve your audience in the brand’s decision-making process.
For example, you can create a quiz like “Which Skin Cream Suits You Best?” to offer personalized product recommendations to people from different skin types and conditions.
This fosters inclusivity, helps you understand your audience better, and tailor your marketing strategies accordingly. You can use tools like Outgrow to create such interactive experiences in minutes. If you want to give it a try, go for its 7-day free trial.
5. Diversify Product Offerings
Diversity marketing isn’t just about the people you reach; it’s also about the products you offer. Having a wide range of products can be a savvy marketing strategy because it attracts a larger and more varied customer base.
For example, Fisher-Price has toys for kids with disabilities, like the Fisher-Price Linkimals Smooth Moves Sloth. It has different textures and sounds to help kids explore their senses.
6. Harness the Power of Data
To succeed in diversity marketing, creating effective strategies after conducting a comprehensive SWOT analysis is crucial. The best way to do that? Data! Start by gathering as much information as possible about the folks you want to reach. This can include demographic data such as age, gender, ethnicity, and income level. But don’t stop there – go beyond the basics and dig deeper into their interests, values, and behaviors.
This will help you understand what truly drives them and how best to connect with them. Once you have a solid understanding of your audience, it’s time to develop targeted marketing strategies that speak directly to them.
7. People in Pictures
Representation matters. When people see others like them in marketing materials, they feel seen and understood. Make sure to include diverse groups of people in your visuals to show that your brand is inclusive and welcoming to all. A study by Shutterstock found that most Gen X and Millennials think brands look better when they show diverse people in their ads.
For example, Ben & Jerry’s shows many different people in their ads to promote everyone being welcome. Take a look at their ad Peace, Love & Ice Cream that narrates a short story.
8. Listen to People
Listening to what people say helps make better marketing. When we hear from people of all backgrounds, we can understand what they like and make better plans. 89% of people are more likely to buy from a company that listens to their feedback.
For example, Starbucks has the “My Starbucks Idea” platform where people can share their thoughts directly with the company. It’s a way for all kinds of coffee lovers to talk to Starbucks.
9. Caring About Important Stuff
Saying your brand cares about important things is a good strategy. It means your marketing is connected to causes that support diversity and being fair to everyone. This makes people feel strongly about your brand and they are more likely to choose it over other options. 86% of people like buying from companies that care about what they care about.
For example, Procter & Gamble’s “The Talk” campaign talks about difficult conversations between Black parents and their kids about racism and unfairness. It’s a strong and touching campaign.
10. Establish Formal Mentoring Programs
One strategy for diversity marketing is to establish a formal mentoring program. This can help create a more inclusive and diverse workplace and provide opportunities for employees from different backgrounds to learn from each other.
Mentoring programs can also help employees develop new skills and perspectives, leading to innovative ideas that benefit the brand’s marketing efforts.
Companies like Microsoft have implemented formal mentorship programs focused on diversity and inclusion to support career growth and promote a culture of inclusivity within the company.
Final Thoughts
In the ever-evolving marketing landscape, diversity is not just a buzzword; it’s a driving force behind brand success. By implementing these strategies, you’ll not only broaden your customer base but also create a lasting impact that resonates with your audience. So, let’s make the marketing world more inclusive and diverse, one campaign at a time!
Also, did you know that interactive content boosts 2X engagement and conversions with your customers? Well, you do now. Take advantage of interactive content before your competition does. Start your free trial now!
With a knack for turning ideas into compelling content, Meenakshi works as a full-time content writer at Outgrow. Apart from creating content that connects with readers, she loves to immerse herself in books, explore new destinations, and let loose on the dance floor.