Some companies have recently retreated from diversity, equity, and inclusion initiatives. However, DE&I and inclusive marketing is not a box to check or a trend to abandon, but an evolving
business imperative that drives growth and innovation. It is a pillar of modern marketing. Those who ignore it are betting against their future.
Inclusive marketing requires collaboration
across departments, and stakeholders to be successful. When done well, it unlocks new opportunities for business growth. Following are four lessons that demonstrate how inclusive marketing drives
business success:
Leverage Marketing Expertise for Talent Acquisition and Retention
Inclusive marketing extends beyond customer outreach. It plays a vital role in attracting and
retaining diverse talent, an area often solely left to HR. Marketing expertise -- rooted in persuasion, messaging, and storytelling -- has the power to support HR in crafting campaigns that resonate
with underrepresented talent pools.
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Diverse and inclusive teams are proven to lead to more creative ideas, richer insights, and ultimately better business results. Yet, without alignment
between marketing and HR, companies risk overlooking the potential of this internal collaboration.
Appreciate the Balance of Efficiency and Engagement
In the pursuit of
cost-cutting in media buying, many diverse-owned media suppliers struggle to secure meetings with brands despite their deep connections with diverse audiences. It's a shortsighted approach; these
media suppliers have influence that’s distinctly untapped by mainstream channels and can deliver proven ROI and pathways to new growth with their audiences.
Marketers need to take the
time to meet these diverse media suppliers who hold incredible influence over a captive audience. Balancing engagement and efficiency in media spend will help brands tap into underserved audiences
that can drive higher conversions and loyalty.
Build Connective Tissue Throughout the Creative Supply Chain
Developing inclusive marketing requires coordination throughout the
creative supply chain -- long before an ad is even shot. True inclusivity needs to be embedded in every stage of the creative development process. Ensuring these stakeholders are aligned on an
inclusive vision will result in stronger, more cohesive campaigns that resonate and unlock growth across all audiences.
Harness Inclusive Insights To Drive Impact Across All
Audiences
Multicultural marketing teams possess invaluable insights into diverse customer segments that are crucial for driving business growth. These teams are often at the forefront of
understanding underrepresented consumers, and their insights can resonate with all consumers.
Creating a truly equitable and inclusive marketing ecosystem is still a work in
progress. However, the wealth of activity that is happening proves that inclusive marketing is not a fad or a political talking point -- it is a fundamental business capability that drives growth,
sparks creativity, and creates lasting consumer connections. Inclusive marketing is no longer a nice-to-have. It’s table stakes for growth in today’s marketplace.
As the
ANA releases its book of award-winning case studies, we invite the industry to draw inspiration from these examples of inclusive marketing excellence. DE&I is not ending. Instead, it is evolving
into its next, more impactful phase where this work is being done collectively and holistically. The brands that recognize this paradigm shift in bringing all stakeholders together will be best
positioned to thrive in the future.