{"id":84196,"date":"2025-02-11T11:00:00","date_gmt":"2025-02-11T11:00:00","guid":{"rendered":"https:\/\/contentmarketinginstitute.com\/?p=96694"},"modified":"2025-02-11T11:00:00","modified_gmt":"2025-02-11T11:00:00","slug":"why-diversity-and-inclusion-in-content-and-marketing-matter-as-much-as-ever","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=84196","title":{"rendered":"Why Diversity and Inclusion in Content and Marketing Matter as Much as Ever"},"content":{"rendered":"
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Diversity, equity, and inclusion (DEI) programs are being cancelled by public institutions and private companies. But the end of formal DEI initiatives shouldn\u2019t signal that your content and marketing should stop representing the many voices of your brand\u2019s customers.<\/p>\n

After all, that\u2019s just bad business.<\/p>\n

As Michael P. Krone explains in his classic and often cited article, Diversity Marketing & Cultural Awareness,<\/a> \u201cIf your customers are different than you and they feel unrecognized, you will begin to lose them.\u201d<\/p>\n

That makes sense.<\/p>\n

Now, consider non-white people make up over 40% of the U.S. population, according to a 2023 U.S. Census report<\/a>. And the percentage of Black, multiracial, Hispanic, and Asian populations is only expected to grow in the coming years.<\/p>\n

And those numbers speak only of racial identity. They don\u2019t address gender, age, disability status, religion, sexual orientation, veteran status, gender identity, or national origin. Also, add to the big picture that your company likely sells to customers outside the United States. A global view is not only welcome but necessary.<\/p>\n

Think about the 2019 consumer survey by Google and The Female Quotient, in which 64% of respondents took some action after seeing an ad they considered to be diverse or inclusive. However, some segments experienced even higher engagement: millennials (77%), Blacks (79%), Latinos (85%), and the LGBTQ community (85%). (Google\u2019s original link to the survey has been redirected to Think With Google\u2019s content hub about marketing in the era of AI.)<\/em><\/p>\n

Carlos Santiago, co-founder of Alliance for Inclusive and Multicultural Marketing<\/a>, said in the report, \u201cWe found that highly relevant ads go beyond winking and recognizing diversity and inclusion \u2026 These ads enhance brand perception, increase brand effectiveness, and significantly lift purchase intent and loyalty.\u201d<\/p>\n

So, even if your organization\u2019s climate isn\u2019t receptive to advocating for diversity, equity, and inclusion, you should still embrace the general principles. Perhaps, though, you address it by opting for an implementation strategy adapted from a good writing tip: Show, don\u2019t tell. Show you value all types of consumers<\/a> without announcing to everybody that you\u2019re doing it.<\/p>\n

See the big picture<\/h2>\n

Does this scenario sound familiar?<\/p>\n

A marketer searches for a stock image<\/a> to accompany a blog post titled, The Top 10 Business Lessons Every Young Professional in Our Industry Should Know.<\/p>\n

The first result for \u201cbusiness\u201d appears:<\/p>\n

\"A<\/figure>\n

Knowing the importance of diversity, the marketer scans the image.<\/p>\n