Celebrating a Diversity of Lifestyles and Cultural Experiences
The holiday season is in full swing and for a majority of Americans, that means Christmas cheer is in the air. But Christmas traditions aren’t the only ones held dear at this special time of year – which is why you’ll notice so many brands today marking the season with inclusive marketing campaigns celebrating a diversity of lifestyles and cultural experiences.
More than just a reflection of modern social norms, inclusive marketing is simply good business sense, both during the holidays, and year-round. Market research reveals a growing expectation for brands to show a commitment to diversity and inclusion, particularly among Millennials and Gen Z – and if your brand is perceived as falling behind in this regard, you risk short-circuiting your potential for long-term growth.
So, with this in mind, how can you be more inclusive with your brand’s marketing? Let’s look at a few tips…
Highlight Common Values
Looking to reach a broad audience? Focus on what unites people. Build your marketing campaigns around common values and universal themes with resonance across your target audience. For instance, during the holidays, many brands will highlight themes of family, charity, and community, as opposed to gearing messaging towards the celebration of a specific holiday or promotion of a single cultural or religious tradition.
Ensure Proper Representation
When people see themselves reflected in your brand’s marketing, they feel valued and respected, and they’re more likely to feel an authentic connection with your brand. So, whether you’re using stock media or producing original content, be sure that your visual collateral represents a diverse cross-section of people. But be sure to avoid the appearance of tokenism or appropriation – you don’t want your well-intentioned efforts to come off as insincere, insensitive, or pandering in nature.
Put a Spin on Common Stereotypes
We’re all familiar with negative stereotypes that can “box in” people according to race, age, gender, or culture, and we all know well enough to avoid them. But taking care not to reinforce exclusionary or discriminatory narratives is just the beginning. Take the next step with counter-stereotyping – a proactive effort to offer an alternative to these outdated tropes with marketing that puts a purposeful spin on common stereotypes.
Get the Most Out of User-Generated Content
Finally, what better way is there to ensure your marketing is a true reflection of your customer base than by actually sourcing content from your customers? User-generated content has terrific synergy with a range of digital marketing channels, and it’s a great way to drive sales and encourage brand loyalty – all while bringing diverse perspectives and honest representation to your brand’s messaging.
Need a hand in crafting a more inclusive message for 2021 and beyond? Rosie’s Creative can help. Our central Maryland backyard is as diverse as anyplace in America, and with our years of experience working with a broad range of clients, we’ve got the perspective to help your brand speak to a diverse audience and tell a truly inclusive brand story.
Whichever holiday traditions you’re celebrating right now – from all of us at Rosie’s Creative, here’s wishing you a very happy holiday season, and a happy, safe, and prosperous new year!