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        Does your marketing team reflect the diversity of your customers? Should it?

        Are you able to say that your marketing team is genuinely diverse? Can you honestly see that your campaigns are inclusive of all cultures, abilities, age and genders? If not, there’s a substantial chance that you could be damaging the future creativity and significance of your business.

        The 2020 Marketing Week Career and Salary Survey noted that an astounding 88% of the 3,883 respondents identify as white, with just 4% identifying as mixed race, 5% Asian and 2% black. Additionally, over half of the survey respondents, (60.9%), are female, but it’s clear to see that as more senior roles come into the mix, the lower the female presence in evidence. The survey also shows that of the 39.9% of respondents from companies with a marketer, over half of people in the role, (51.8%) are male, compared to 48.2% who are female. [1]

        So, what can be done in order to counteract the imbalance? Understanding that equality and diversity in the workplace is critical will help your marketing team to relate to customers and, in turn, customers will feel valued, listened to and considered. And it begins with the job application process.

        In ensuring that the process gives everyone the equal opportunity to apply for a marketing role and share their experiences from different backgrounds and perspectives, you automatically open your marketing team to viewpoints that it may have never considered before. Not only does this stimulate creativity and productivity within the workplace but helps to pre-empt any misunderstandings or potential cultural mistakes.

        Many organisations, both large and small, have at some point misjudged the tone of their campaigns. And through these mistakes, the hardest lessons have been learnt. Take for example, the cosmetics brand, Estee Lauder. In January 2018, it released a new foundation collection called Double Wear Nude Fresh Makeup SPF25. Even though the collection held over 30 shades, many of them were catered for women who have pale, light skin, meaning that women of colour didn’t even have a choice.[2] It could be said that if more people of colour had been included in the product inception and marketing process, Estee Lauder could have avoided this damaging blunder and consolidated its relationship with a far broader, more diverse audience.

        With this in mind, it’s clear to see that ensuring your marketing team reflects the diversity of your customers is vitally important. It provides a very clear message as to how your marketing team and the business overall values them and their custom. Possibly the best way to consider whether your marketing team could be more diverse is to remember that everyone, including you, is a customer. So, putting yourself in that position, would you be content with the way in which your business is marketing a product? That should be able to give you an answer. Essentially, it comes down to one thing; inclusion and diversity means inclusion for all. Once this is recognised, you unlock a whole new world of creative talent and potential.

        The constant pressure of development together with the level of challenge that many of today’s management teams must meet should not mask the opportunities that lay ahead. Discover the possibilities and contact our industry-leading team here at RC&A to find out how we can alleviate the pressure inherent in senior creative resourcing in your organisation.

        [1] https://www.marketingweek.com/career-salary-survey-2020-marketing-diversity-crisis/
        [2] https://www.inc.com/brit-morse/2018-biggest-marketing-branding-fails.html


        Does your marketing team reflect the diversity of your customers? Should it?