Inclusive marketing is not a side project, it determines how people relate to your brand

Companies who want to ensure that their products and services – not just their workplaces – are inclusive, need to ensure that diversity is embedded in everything that they do.

A seismic shift in the demand to see real people and their lives portrayed in the media has seen stereotypes around ethnicity, gender and beauty shattered to create a far more vivid and realistic landscape.

Kantar’s Purpose 2020 report [1] found that brands with gender-balanced marketing are worth £774 billion more than those without. Arguably the most successful beauty launch of the 2010s, Fenty Beauty stormed onto the shelves with assumed inclusivity for all. Fast fashion brands such as H&M now feature models of all ages, unheard of less than ten years ago.

Traditionally, diversity programmes are often managed by HR and relate primarily to the employee experience. An inclusive internal culture will create confidence and make innovation possible but reflecting this in your external output requires commitment at every level and in every department to keep evaluating how to do things better. Rather than an isolated project or a new programme requiring a dedicated budget and team, it should be part of everything a company does.

Inclusive marketing takes this move to real equality a step further by looking for an area where exclusion exists and addressing this by focusing on a common emotion or value that everyone can relate to. When hiring, look for individuals who have worked across departments on diversity projects.

Genuinely inclusive marketing is created when three elements are combined:

1. A product designed to be totally inclusive
2. Audiences outside the mainstream are communicated to with targeted, authentic content
3. Researched and refined campaign activities that elevate diverse voices and experiences

How to achieve this? Get as close to marginalised and under-represented audiences as possible. Develop empathy by understanding how they may find themselves excluded from experiences and how information channels might fail to reach them. Also, consider intersectionality – a person may encompass several cultural identities and backgrounds and consider how we are all influenced by the traditions and nuances of our upbringing.

This empathy and understanding should be used in developing new products and should change the way your business communicates about them. Look for candidates experienced in reaching out to audiences about products they aren’t familiar with.

Brands must stop waiting to observe competitor approaches and rolling out the same campaign in different territories. Pay attention to the ways in which younger generations connect with brands and adopt these methods sooner rather than later. Observe how consumers in marketplaces across the world behave. In recognising that these same consumers are part of our own markets, bring relevance for them in local mainstream marketing by recognising that they are equal. Everything is global and every customer is relevant.

Consumers will interact with, and spend money with, brands who genuinely understand them and who they believe offer products and services that will make their life better. Perhaps most importantly, brand values must align with a customer’s personal beliefs, and brands must uphold these values with their actions and behaviour.

The key to inclusive marketing is recognising a need for improvement; understand why campaigns have previously had little reach, and especially, who they failed. Ask candidates why their campaigns worked and how this could be expanded to customers beyond the mainstream. This insight offers a valuable starting point for your brand as we enter the next chapter.

The opportunities, challenges and requirements to continuously evolve in today’s market are unprecedented. RC&A can alleviate your senior digital resourcing burden so you can compete with the best.

(1). https://consulting.kantar.com/wp-content/uploads/2019/06/Purpose-2020-PDF-Presentation.pdf

 

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  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
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    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
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    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
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    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
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    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
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    Johnny Meredith, Senior New Business Manager, The Bio Agency.
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    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
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    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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