Connecting with the audience: An inclusive strategy allows people to feel represented and heard, which creates a deeper connection with the brand, thus generating greater identification, empathy, and trust in the company.
Broader reach: By being inclusive, the brand opens up to a more diverse audience, expanding its reach and increasing the number of potential customers. This means more opportunities for growth and sales.
Improved brand image: Companies that promote inclusion are perceived as more responsible, ethical, and committed to society. This leads to a better honduras mobile database reputation and a more positive brand image.
Customer loyalty: People who identify with the brand and its values are more likely to be loyal and recommend it to others. This creates a virtuous cycle that benefits the company in the long term.
Innovation and Creativity: An inclusive approach drives creativity and innovation in marketing strategies. By understanding the needs and perspectives of different groups, companies can develop more relevant and effective products, services, and campaigns.
The key is naturalness and respect; in other words, inclusion must be authentic, respectful, and empathetic. A poorly implemented strategy or a superficial approach can have a negative impact on the brand's image.
How to avoid mistakes in inclusive marketing?
Brands often make mistakes that can negatively impact their campaigns. Here are some of the most common mistakes and how to avoid them:
1. Falling into stereotypes and clichés: Each person is unique, with their own history and experiences. Avoid falling into the trap of generalizations.
This was a sexist campaign by Carrefour Argentina (2018) that perpetuated gender inequality, falling into discriminatory stereotypes. It was immediately rejected and criticized by people like X on social media, leading to its removal days after its publication. After its removal, the market chain issued a statement and apologized through X, in which it stated that "it was a mistake and does not represent what our company believes."
2. Not researching and understanding our target audience: We can't create inclusive campaigns if we don't know who our customers are and what matters to them. We need to listen to communities.
3. Lack of real diversity: Including only one demographic isn't inclusion. We need to consider all identities.
4. Not using inclusive language: It's pointless to apply inclusive marketing to a campaign using generic masculine (or only feminine) language. We must (always) keep in mind that we're speaking to everyone, and there's a diversity of genders beyond just male and female. Therefore, it's essential to use inclusive and respectful language. You can see a clear example of this right now while reading this post; if you notice, I'm using inclusive language.
5. Inauthenticity: Let's not use inclusion as a mere marketing strategy. We need to create campaigns that are truly inclusive and reflect our values as a company. To achieve this, it's essential to hire a diverse team. Build or transform a company to be inclusive, so that there is diversity in the workplace.
At IM Digital Business School, we are committed to creating a more inclusive future in the world of marketing. Inclusive marketing is not only the right thing to do, but it's also a great opportunity for companies looking to connect with a broader and more diverse audience.
Would you like to learn more about inclusive marketing and how to implement it in your own strategy? Visit our blog for more information and resources, or subscribe to our newsletter to receive regular updates on the latest digital marketing trends.