Inclusive marketing: Being an ally all year-long
The most successful businesses do not discriminate against others. Rather, they work to create campaigns with a broad reach that makes all groups feel welcome. In honor of pride month, we’ve made a list of ways to be more inclusive of all people in your marketing approach. Many marginalized communities have mixed feelings on corporate campaigns, and whether they are performative.
Regardless of your product, showing respect to your customers is a key part of being a successful business. It’s important to use your marketing to make all of your customers feel welcome, but also to carry on the values of the themes you stand up for when it’s trending all year long through your business practices and day-to-day marketing.
Be consistent with your message
If you are working to be a more inclusive business, it is important to practice what you preach and continue to live that with the same spirit of support all the time, rather than when it’s popular or trendy to do so. It can be good to jump in on marketing trends, but with that, it’s. also important to do your best to create to those standards all year.
It’s good to raise awareness and show support, for example, using rainbow icons during June to show support for the LGBTQ+ community, or making social media posts about Black leaders during Black history month. But make sure you relate these posts to your product or service rather than using generic content. And you should also ensure it’s not just a temporary move you’re making to look good. Being an ally to others means showing up every day.
Admit past mistakes and work to do better
It may be embarrassing or feel overwhelming to apologize after writing a post that offended a marginalized group, but owning up to your mistakes and actively working to do better every day can help your organization regain trust and bring in more customers. Apologizing when you offend someone and admitting you were wrong is very important. Listening to others and learning about what they go through can help avoid future issues.
Stephanie Sokol
Digital Content Manager