Why Inclusivity is Important for your branding strategy

By Erin Healy

Inclusive branding has proven to be essential. According to a 2021 Facebook analysis, 64% of consumers act after viewing an advertisement they believe to be inclusive or diverse. In marketing, representation affects consumer choices, encourages brand loyalty, and facilitates communication between businesses and a wider audience.

Customers expect brands to be more than just companies in today’s diverse and socially conscious marketplace – they want them to represent something. Businesses that want to establish genuine connections with their audience must use inclusive branding and marketing. But accomplishing this calls for a sincere dedication to representation, accessibility, and cultural sensitivity, it goes beyond simply including diversity in marketing materials. This blog post will discuss how companies can avoid insincerity and prejudices while developing inclusive messaging that appeals to a variety of audiences

1. Make Use of Inclusive and General-Neutral Language

Perceptions and experiences are significantly shaped by language. When possible, brands should use gender-neutral language and pay attention to how they speak to their target demographic. Use inclusive substitutes or reword communications to address all people rather than assuming gendered pronouns.

For example, cosmetics and personal care firms have gradually moved away from the labels “for men” and “for women” and toward a more inclusive strategy. In a similar realm, companies should steer clear of typical gender norms in their advertising – showing people of all genders in a range of occupations, interests, and lifestyles helps fight prejudices.

2. Embrace Cultural Appreciation, Avoid Cultural Appropriation

Cultural appropriation is a big marketing hazard where companies take aspects of a culture without appreciating or comprehending its importance. Backlash and charges of exploitation may result from this. By working with people from various cultures and making sure that portrayal is truthful and considerate, corporations may instead emphasize cultural appreciation.

Rihanna’s Fenty Beauty is a fantastic illustration of cultural understanding. By introducing a foundation range with over 40 hues, the brand transformed the cosmetic business and catered to a variety of skin tones that were previously disregarded by popular brands. This was a solution to an industry-wide need rather than just a marketing tactic, and it greatly increased Fenty Beauty’s customer loyalty and trust.

3. Ensure Accessibility in Branding and Design

Design Inclusivity also means making content accessible to individuals with disabilities. Brands should implement accessibility features such as:

-Alt text for images so visually impaired users can understand visuals.

-Captions and transcripts for videos to assist those with hearing impairments.

-High-contrast text and user-friendly fonts to accommodate individuals with visual impairments.

Brands like Microsoft and Apple have set great examples by prioritizing accessibility in their product designs and marketing campaigns. By making digital spaces more inclusive, brands can ensure that no one is left out of the conversation.

4. Use Storytelling to Show True Diversity

Diversity should be reflected in the stories that brands tell, not just in the representation of varied people in ads. Highlighting the actual struggles and experiences of marginalized communities is a key component of authentic storytelling.

Nike, for instance, has continuously adopted inclusive storytelling by showcasing athletes from a variety of backgrounds, such as LGBTQ+ people and Paralympians. Their “You Can’t Stop Us” campaign, which received a lot of recognition for its sincerity, praised solidarity and resiliency among people of all backgrounds and skill levels.

5. Work Together with Various Voices

Including a range of perspectives in the design process is one method to guarantee inclusive branding. This entails collaborating with influencers from various backgrounds, employing diverse teams, and speaking with cultural specialists. Brands can create content that connects more authentically when they interact directly with communities.

For instance, Lush Cosmetics has received recognition for collaborating closely with BIPOC artists and LGBTQ+ activists to create campaigns that genuinely assist social problems. In order to ensure that their corporate rules accurately represent their brand values, their dedication to inclusivity goes beyond marketing.

Customer Loyalty and Inclusive Branding’s Effect

Customers are loyal to and supportive of brands that put inclusiveness first. 33% of consumers have moved away from brands that don’t align with their beliefs, according to an Accenture survey. In addition to drawing in a varied clientele, inclusive brands foster a closer emotional bond with their target market.

Additionally, businesses that embrace diversity create an environment that draws in top talent. When workers observe their employer actively promoting diversity and inclusion, they become more engaged and motivated.

Concluding Thoughts

Authenticity, respect, and meaningful action are more important than representation in inclusive branding and marketing. In addition to connecting with their audiences, brands that really and thoughtfully embrace diversity will see sustained success. Consider this when creating your marketing plan: Are we presenting a variety of stories in a genuine manner? Are we ensuring that everyone can access our brand? Do we hear underrepresented communities out and work with them? Brands can make sure they are genuinely inclusive and positioned for significant impact by giving these questions top priority.