Based on the principles of traditional marketing, inclusive marketing aims to reach consumers by focusing on their diverse demographic realities without appealing to stereotypes or commonplaces. Accepting and understanding the diverse consumer in all facets of his/her life – race, gender, sexuality, class or religion, among others.
In an informed world, brands that embrace inclusive marketing assume a clear role in creating a visual culture and a more representative social message that seeks to understand differences and stories, making brands participate in the celebration, not only of diversity, but also of social justice.
Diversity and inclusion are among the top aspects most valued by consumers today, along with the traditional core points of marketing, such as price or quality. According to a study prepared by ATREVIA and Deusto Business School in 2017, Generation Z considers the responsibility of brands with social issues an element of great importance in the purchase choice (3 on a scale of 1 to 4, 1 being low, and 4 high).
The brands that seek to gain more market power need to be attentive to this movement, communicate directly with their audiences, listen to their comments and be aligned with their values through digital platforms. The result: involved and loyal consumers, as well as new types of earned media, unattainable just a few years ago.
But, in order for this to happen, you have to break the predefined focus, rethink the model:
- We are all different. There are significant differences beyond age, gender or social class. Taking into account the new demographic realities, integrating them into the marketing plan and getting people involved in the process can be the basis in obtaining real ambassadors who share their vision and brand experience.
- Life is the best inspiration. Consumers are a great source of inspiration to find the best stories and communicate the strengths of the brand. Any inclusive marketing strategy must incorporate mechanisms of active listening and interaction with users to make them protagonists of their story.
- A movement from the inside out. Inclusive marketing requires that the entire company / brand embrace inclusion and diversity as a global purpose, both for external and internal customers. It is a way of looking at the world, not a temporary trend.
There is a whole road ahead in the creation of inclusive marketing that represents not only the diversity of different consumer groups, but also the particularities of the brand and its products. Only with the union of these two realities will consumers be able to live an experience which is consistent with the brand.
It is not a fad anymore. Inclusive Marketing is a movement that is here to stay.