Alongside the rise of feminist movements, the increased visibility of non-heteronormative people, and the fight for multifaceted equality regardless of skin color or body type, the topic of inclusivity is gaining increasing attention. With our constantly evolving mentality, we are becoming more and more aware members of society. It's said that language creates reality – therefore, only by creating a sphere free of prejudice can we respect all its members. Today, we'll tell you why inclusive marketing should become the standard!
What is inclusive marketing?
Simply put, inclusive marketing is inclusive marketing . Its goal is to target messages to audiences while taking into account their diversity. A brand that creates a diversity-focused campaign builds greater trust among consumers because it demonstrates a commitment to building a safe space for social groups that are typically overlooked.
This type of marketing incorporates diversity, equity, and inclusion (DEI) into its communication . Inclusive language is most often encountered in social media , and especially in social campaigns and advertising by brands committed to building a welcoming environment for all its members.
How can brands really support excluded groups?
Diversity marketing aims to address groups that are typically overlooked, such as people with disabilities or those of color. Inclusive marketing also focuses on including the LGBT+ community, including transgender, non-binary, and people of diverse sexual orientations, in its communications. Moving away from stereotypes in campaigns is a trend that could soon become standard.
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As Deloitte Digital points out, between 2017 and 2019, 69% of brands that promoted diversity saw their stock prices increase by 44%. Consumers increasingly perceive inclusive companies as more valuable. Promoting equality is incredibly important to potential customers.
How does inclusivity affect the reception of marketing campaigns?
There's probably no other communication system in the world as dynamic as language. It constantly adapts to the ever-changing reality, transforming itself to meet the expectations of contemporary realities. As a society, we're becoming increasingly aware of the problems faced by individual minorities. The same is happening in marketing – diversity presented in advertising evokes positive emotions in consumers, which is crucial in diversity marketing and crucial to brand success.
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What is inclusive language and how to use it?
The Polish language is dominated by masculine forms. The discussion about the feminine continues to heat up the atmosphere, but it's clear that including women in the language should be a fundamental and natural practice.
Let's not be afraid to use feminine terms in marketing . They carry enormous power in changing reality and the perception of women's role in creating it. However, sensitivity is essential, as our language sometimes compels us to use the masculine form.
How to avoid exclusive language in communication?
Every word we speak carries a great responsibility. When crafting a positive advertising message, we must speak in a way that ensures no one feels left out or offended. We must remember who we're addressing, and with a broad target audience in mind, we must craft our messages to reach all audiences. We've prepared a few tips that can prove invaluable in inclusive marketing.
- Don't shy away from feminatives. Include women in communication. Feminative forms are nothing new and are absolutely not disparaging. Feminatives have been present in the language practically since women entered the workforce. Unfortunately, they began to disappear from common use in the Polish People's Republic. It's high time to revive them!
- Use gender-neutral language. If you're unsure about the identity of your audience, it's safer to use the personal and imperative forms. Sound unfamiliar? Not at all! Every speaker uses the personal form, but they simply don't pay attention to it. A companion, an elderly person... It's very simple!
- Speak about people the way they want you to. Stay up-to-date with changing linguistic realities and don't be afraid to ask questions. Don't use stigmatizing terms and remember subjectivity. In your dictionary, replace "wheelchair" with "active wheelchair," and instead of "transsexual person," say "transgender person." Drop the suffix -izm or -ista when discussing sexual orientation. Write "bisexual person," not "bisexual."
(Non)binary – consider diverse gender identities
For some time now, there has been talk not only about linguistic symmetry between the two genders, but also about an increasingly diverse group of people. Emphasizing the existence of identities outside the binary sphere is becoming increasingly important in marketing . The visibility of non-binary and genderfluid people in our society is still very low. That's why brands should start taking them into account when formulating advertising messages. Inclusive language in advertising helps target a larger and more diverse group of people. All consumers want to feel seen!
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Diversity Marketing – Examples of High-Profile Campaigns
More and more brands are focusing on campaigns promoting equality and diversity. Diversity marketing calls not only for more frequent representation of minorities in campaigns but, above all, for reaching them through inclusive advertising messages.
Zalando – “Make your own moment”
Zalando is a pioneering brand in creating diversity marketing ads. Its fall/winter 2022 campaign creates a colorful reality in an incredibly compelling way. The ad's characters represent various social groups and nationalities. Inclusion of people of color is particularly important, especially after the resounding wave of Black Lives Matter movements around the world. Older and middle-aged people, who are often marginalized in advertising and included solely for promoting medical products, have also been included. Inclusion of people representing different body types is also crucial in clothing advertising.
Santander Bank Polska – "Bank in sign language"
We used to overlook people with disabilities as a society, but fortunately, this is changing – as is the way we talk about them. We're moving away from the term "disabled person" to "person with a disability" to emphasize their agency and not define them solely by their abilities. Advertising a brand's product or service in terms of its accessibility to people with disabilities is crucial to building an inclusive and positive company image. Santander's spring campaign, "Bank in Sign Language," highlights the presence of deaf people and addresses their needs so they feel included in communication.
H&M – "My chosen family"
Brands are increasingly incorporating the "love is love" message into their advertising . Including LGBT+ individuals, an integral part of society, in their marketing is an important element of an inclusive campaign. Companies advertising as LGBT-friendly use inclusive language that not only protects against discrimination but also educates their audience, especially those with conservative political views. Moving away from pejorative terms like "transvestites," "bisexuals," or "gender reassignment surgery" is a fundamental way to respect queer communities.
H&M's "My Chosen Family" campaign emphasizes diversity to increase the visibility of members of the rainbow community. H&M does this not only by showcasing a gay couple but also by moving away from stereotypes about appearance and toxic masculinity.
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Queerbaiting in advertising – where is the line of authenticity?
It's undeniable that inclusive campaigns generate significant profits for companies. This is often met with a wave of opposition from the communities represented. Many companies only stand shoulder to shoulder with the LGBT+ community during June, Pride Month, when they gain the most attention and, consequently, the highest possible profits.
Queerbaiting is "a marketing technique that involves suggesting that a given celebrity or pair of characters in a television program, film, series, or book belongs to the LGBT+ community without definitive confirmation," to quote Cecylia Jakubczak of the Campaign Against Homophobia in the June issue of Vogue Polska. Queer people expect support not only during Pride Month, when the number of rainbow campaigns is rapidly increasing. Building a positive image of an LGBT-friendly brand involves continuous support and engaging the community in communication.
Is inclusive marketing a trend that will stay with us for a long time?
By respecting diversity and promoting equality, we can create a welcoming environment for everyone around us. Actively using inclusive language builds a genuine sense of acceptance and security in the recipient of the message.
According to a 2019 survey conducted by Adobe, 62%, or two out of three respondents, admitted that showing diversity in advertising has some impact on brand perception, and 38% of American adults declared greater trust in companies that are open to diversity.
By creating a welcoming marketing environment, you'll attract more sensitive customers and social groups that are typically overlooked. Let's shape the future of marketing based on equality and inclusivity. In our campaigns, let's create space for people with disabilities, non-heteronormative people, gender non-conformists, and those who deviate from the promoted beauty canon, to present the brand as tolerant and equal. Let's tailor our products and services to the needs of every potential consumer. Let's cultivate diversity, because it brings color to the gray reality.
FAQs about inclusive marketing
Inclusive marketing is a communication strategy that recognizes and embraces social diversity. Its goal is to create advertising messages in which a wide range of audiences—regardless of age, gender, ethnicity, sexual orientation, ability, or financial status—can identify with themselves and feel appropriately represented.
Such communication builds a deeper, trust-based bond with customers and increases their loyalty. Modern consumers increasingly expect authenticity and social responsibility from companies. Brands that promote diversity are perceived as more empathetic, open, and modern, which directly translates into their competitive advantage.
The greatest threat is so-called "tokenism," the artificial and forced involvement of representatives of various minorities solely to present the company in a favorable light. Inclusivity must be authentic and consistent with the organization's actual operations. A disingenuous and stereotypical approach will quickly be criticized and criticized by the audience.
Implementing this strategy should begin by expanding your target audience and moving beyond stereotypical personas. Ensure diversity in your visual materials and use neutral, bias-free language. Digital accessibility (e.g., adding subtitles to videos and creating alternative text for graphics) is also crucial to facilitate the content's reception by people with disabilities.
No. This is a long-term shift in the way we do business, resulting from natural demographic shifts and evolving social awareness. Companies that fail to adapt their communications to a diverse society may, over time, lose markets to brands that can maintain an open and inclusive dialogue with every consumer.
Summary
The above article covers the following topics:
- Inclusive marketing embraces diversity in audiences (DEI), builds trust, and is cost-effective.
- Diversity marketing includes people with disabilities, people of color, and the LGBT+ community.
- Inclusive campaigns evoke positive emotions and increase trust in a brand that demonstrates a commitment to equality and diversity.
- Inclusive language uses feminine, personal, imperative moods and terminology that respects subjectivity without stigmatizing terms.
- Communication should avoid exclusionary language by using feminists, gender-neutral language, and speaking in accordance with people's wishes.
- Marketing must include non-binary and genderfluid people with low visibility to reach a broader and more diverse group.
- Examples include Zalando with racial and age diversity, Santander with sign language, and H&M showcasing LGBT+ couples without stereotypes.
- Queerbaiting is false support for LGBT+.
- Inclusive marketing is the standard of the future – 62% of respondents note the impact of diversity on brand perception, 38% declare greater trust.
Text created in collaboration with Sonia Germanini.
