What is inclusive marketing?
Inclusion consists of including a group of people who think, act or feel in a certain way within a larger group. When we talk about inclusive marketing we mean, then, the creation of content with which these groups can feel identified. The idea is to eliminate barriers and give a voice to those people who, for thinking or acting in a certain way, have felt, at some point, discriminated against.
In other words, the main objective is that all people can feel reflected in that message regardless of the color of their skin, their nationality, their age, their sexual orientation, their gender … All the content created within a Inclusive marketing campaign should be thought-provoking and, above all, respectful.
Why you should have an inclusive strategy in your marketing
That the public feels reflected and heard is one of the main reasons why an inclusive strategy should be included in any digital marketing action. In addition, this is a way to show a much more real image of the society in which we live. To this we must add all these benefits:
It’s a way of reach all kinds of people and, consequently, increase the number of potential customers.
It is much easier for the audience to feel identified with the brand, as well as that they sympathize and connect with her.
The public has much greater respect towards those brands that follow inclusive marketing and show society as it really is.
When the public connects, trusts and respects a brand, the results are much better, since they prefer to buy from her than from another.
Inclusive marketing strategies have many benefits for a brand. However, these must be applied in a natural and respectful way, since doing it incorrectly could generate the opposite effect, including contempt for the group to which it refers.
How to apply inclusive marketing actions
Applying inclusive marketing actions is not easy, since, as we have said, it must be done, above all, in a natural and respectful way. We explain what you must take into account so that your strategy is a success.
Know the sensitivities of your audience
Knowing the audience is key, and in this case, much more in-depth research needs to be done than you normally would. In addition to knowing their age, educational level, religion and other information, their concerns, concerns and, especially, their sensitivities. It is about having a much deeper knowledge of the type of person who could be interested in that product or service so that when the actions of a company are carried out marketing strategy do not hurt your feelings. All this research requires time and resources, but it is very important to carry it out in order to be respectful and close.
Tell true stories
The more real the story that is told, the more impact it will create on the audience. Many brands make the mistake of representing a certain group in their campaigns in a way that has little or nothing to do with reality. In these cases, this group will not be represented and, therefore, the brand will not be able to attract their attention and interest.
If you want to reflect a very specific profile of society, it must be shown as it really is so that they can identify with it. Explaining real stories, the brand gives a much more sincere, close and committed image.
Seek the union of your audience
All groups are joined by a value, a cause or a feeling. For a brand it is very important to find what unites them so that it appears reflected in the message that it wants to convey.
If the message transmits what serves as a link between the different individuals that make up one or more groups, it will get their attention and get them to become interested in the brand. Of course, it is very important that the message transmitted corresponds to the actions carried out by the company. Namely, it is useless to convey a message and act in a totally opposite way.
Use inclusive, thoughtful and understanding language
The language used is as important as the message itself. Everything has to have a coherence, so if it is aimed at a young audience, a youthful and modern language should be used, even blatant. This applies to all types of groups.
Using the appropriate language, the message will be much closer and understandable for the audience you want to reach.
Guarantees the representativeness of all groups
Let’s remember that it is about being inclusive, so it will be necessary that there be representativeness of all the groups that make up today’s society. That is, although the message is aimed at a very specific profile, it is about showing real life and, in it, people of different ages, different religions, different nationalities coexist …
If only one type of group is represented in the strategy, we would no longer be talking about inclusiveness. One can be given more prominence than the other, since the objective is to capture the attention of the public who will be interested in that product or service, but several groups must be represented to talk about inclusiveness.
Don’t fall for stereotypes
Today’s society is full of stereotypes, especially when we talk about groups, but these should not be part of a marketing strategy. It is about sending a respectful message and sticking to reality, so you have to forget about stereotypes.
Apply inclusivity in your own company
It is useless to launch inclusive messages in campaigns if the company itself is the opposite. Although more and more companies are implementing inclusive marketing, This should not be applied if internally the company is not inclusive.
The image that is being shown to the public must be the real image of the company, since creating a false image and lying could make the audience feel rejection and distrust towards it.
Examples of inclusive marketing
There are several companies that have opted for inclusive marketing and this has turned out to be a great success. Although there are many more, we know the case of Bumble and the case of Protect & Gamble, so we want to explain what their campaigns consisted of and the reason for their success.
Bumble connects people. That is, it is a platform that serves to meet other users who share hobbies. This company launched a campaign in which it simply showed very different people, all of them real.
The brand sought out several users and invited them to explain your story. It is a very effective way to show everyone who can be found on the platform. This campaign turned out to be a great success, since in addition to showing a reality, the stories managed to catch all kinds of audiences.
Protect & Gamble
Protect & Gamble, also known as P&G or for some of its products, such as Dove or Gilette, has launched several inclusive announcements. One of the most striking was the one in which African-American mothers of different ages had conversations with their children about racism and prejudice.
With this announcement, the brand managed to give visibility to a problem that millions of people face on a daily basis. In fact, the same communications director sent a message in which he assured that the day to day was full of prejudices and that these were not always related to the color of the skin. Age, sexual orientation, weight … could also become an obstacle or problem for many people in a stereotypical society.
Finally, and by way of conclusion, we want to emphasize that inclusive marketing is not just a trend, it is a way of reaching the public that should be done as long as the company believes in it. Only in this way will a campaign be truly effective. If the brand is inclusive and the campaign is done taking into account everything we have mentioned, success is assured.