Diverse Market
While the country may be split on many political and social issues, several companies have decided to take a stand. Whether it’s Coca Cola and their “America The Beautiful” super bowl ad, Wells Fargo’s ad about same-sex adoption, or Cheerios’ commercial featuring an interracial family, all of these companies demonstrate something very important. It’s possible to be political without talking about politics.
Your Consumers Are Diverse
Inclusive Brands Reap Benefits
Diversity Doesn’t Have to Mean Flashy
Although racial and ethnic differences are usually the first definitions that come to mind when companies tailor their marketing campaigns for certain groups or demographics, other dimensions of diversity include gender, religion, age and sexual identity. Under these broad categories, companies can also segment consumers and clients based on language, marital and parental status, education, income and occupation. External factors such as geographic location can also influence how a company markets to a particular sector, population or audience.
Most companies don’t have the millions to spend on over-the-top advertisements and commercials for the Super Bowl or Olympics. Representing more of your consumers doesn’t have to include hanging rainbow flags outside, offering over 300 languages, or anything else dramatic. Take a look at your advertisements and marketing now. Depending on your service, do you have genders equally represented? Are they all white? If you have one non-white person is there any reason you can’t represent more? If your services or products cater to families do you make sure to not only cater to white opposite-sex marriages? When consumers see themselves represented, especially children, they have the tendency to lean in your direction.
Your Consumers Are Diverse
Inclusive Brands Reap Benefits
Diversity Doesn’t Have to Mean Flashy
Although racial and ethnic differences are usually the first definitions that come to mind when companies tailor their marketing campaigns for certain groups or demographics, other dimensions of diversity include gender, religion, age and sexual identity. Under these broad categories, companies can also segment consumers and clients based on language, marital and parental status, education, income and occupation. External factors such as geographic location can also influence how a company markets to a particular sector, population or audience.
Most companies don’t have the millions to spend on over-the-top advertisements and commercials for the Super Bowl or Olympics. Representing more of your consumers doesn’t have to include hanging rainbow flags outside, offering over 300 languages, or anything else dramatic. Take a look at your advertisements and marketing now. Depending on your service, do you have genders equally represented? Are they all white? If you have one non-white person is there any reason you can’t represent more? If your services or products cater to families do you make sure to not only cater to white opposite-sex marriages? When consumers see themselves represented, especially children, they have the tendency to lean in your direction.
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