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Is Your Marketing Inclusive?
03/08/2019
Consumers are more attuned than ever to whether a company’s marketing reflects them. If your marketing only shows pretty young women or middle-aged men, you could be driving some prospects away. Why is inclusion so important, and how can your marketing incorporate it? Here’s a closer look. Why inclusive marketing matters The US population is more diverse than ever before. Some 43% of millennials over 18 are nonwhite — more than any other generation, according to Pew. According to estimates from the 2017 Census, 40% of the U.S. population overall is multicultural. Specifically:
Inclusion is more than a multicultural issue Multicultural consumers are not the only ones who care about diversity and inclusion, however. A whopping seven in 10 millennials say they’re more likely to choose one brand over another if that brand demonstrates diversity and inclusion. Increasingly, consumers are supporting brands that they believe in. Fully half of millennials in a BCG survey say the brands they choose “say something about my values and who I am,” and a whopping 88% of consumers in a Salesforce poll say businesses have a responsibility to foster positive social change. In the past, diversity was seen as focused on race, ethnicity and gender. Baby boomers and Generation X still define it this way, a study by Deloitte shows, but millennial and younger consumers have a much different view. For them, diversity goes beyond the obvious markers of gender and skin color to include age, geography, religion, socio-economic class, sexuality, body type, marital status and more. How to make your marketing more inclusive
Creating inclusive marketing and advertising won’t happen overnight. But as business owners, it’s our responsibility to lead the change — not just to attract more customers, but also because it’s the right thing to do. About the Author:Rieva LesonskyGuest Blogger
Rieva Lesonsky is CEO and President of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. Follow Rieva at Twitter.com/Rieva and visit SmallBizDaily.com to sign up for her free TrendCast reports. She's been covering small business and entrepreneurial issues for more than 30 years, is the author of several books about entrepreneurship and was the editorial director of Entrepreneur magazine for over two decades
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