Extending Inclusive Marketing Efforts Beyond Black History Month
How Some Brands Are Honoring Diversity Beyond February And How Yours Can Too
This story is based on an article originally published on Digiday.
As Black History Month draws to a close, brands are increasingly recognizing the importance of embracing diversity and inclusion in their marketing efforts year-round. From IPSY and SiriusXM/Pandora's celebration of Black History Month to retailers innovating with new e-commerce strategies – brands are on the path to extending inclusive marketing efforts beyond just one month.
As consumers become more aware of the need for equity in all aspects of society, brands must continue to prioritize creating inclusive and welcoming environments for all. By doing so, they can build goodwill, have a positive impact, and create deeper connections with potential customers who may not be reached by traditional marketing methods. It’s also important to remember that minority communities are an important part of the consumer market, so taking time to understand them is essential for success in today's market.
Brands Embrace Inclusion Year-Round Through Diversity Campaigns
For years, Black History Month has been celebrated as a time to reflect on the accomplishments of Black Americans and celebrate the culture they have created. Skepticism of brand marketing and diversity demands from Generation Z has led many brands to consider a focus on diversity since adopting an inclusive approach has proven to build customer trust and loyalty within diverse communities. In fact, thirty-four percent of US consumers have abandoned a brand due to failure to represent their identity.
IPSY
This month, IPSY is celebrating Black History Month with a special Glam Bag. The bag features Los Angeles-based artist Dime Jones as well as other Black-owned beauty brands. IPSY has been focusing on investing $30 million in promoting communities who identify as LGBTQ+, Latinx, and/or BIPOC over the next year.
SiriusXM / Pandora
SiriusXM and Pandora are rolling out special programming for Black History Month that highlights leaders of this movement. This includes expanding their YouTube strategy to reach Gen Z viewers through a TikTok series starring top creators from the platform. By partnering with black-owned creators as part of their mission for consistent inclusivity, brands are providing content that resonates with consumers on a personal level. Sirius XM broadcasting's initiatives intended specifically for Black listeners have been met with positive reactions from consumers because they feel like they are being heard for the first time.
AT&T
Currently in its fourth year, AT&T Dream in Black is a multi-channel Afrofuturistic lifestyle platform that uplifts African American culture and communities through a range of impactful initiatives. This is much more than a one-off content project or marketing campaign. Dream in Black is an initiative that keeps growing, building, and bettering itself with every year that passes. Each month, they’ll announce a new Future Maker winner, continuing to create new opportunities for deserving individuals, and by extension, their communities.
Companies should look to diversity and inclusion in marketing when engaging consumers to build rapport with minority communities while showcasing authentic advertising which resonates better with them. As stated in a recent Digiday article: “The importance of diversity and inclusion in marketing lies in the way they help celebrate diverse audiences and allow them to discover brands that align with their values, which is something more consumers are interested in.”
Prioritizing Diversity to Create Opportunities
As the world continues to evolve and become more diverse, it is essential for brands to prioritize creating inclusive marketing campaigns that are representative of all communities. By doing so, brands can build customer trust and loyalty by including all individuals in their efforts. There are a variety of ways businesses can embrace inclusive marketing year-round. As consumers become increasingly aware of the need for equity in society, companies must keep up with these changes and continue to strive towards creating a welcoming environment for all.
At The Desire Company, we are proud to create opportunities for our diverse Pro Community by providing a platform where their voices can be heard. We have curated a community that comes from a variety of geographical regions and represents a diverse community based on race, ethnicity, age, gender, religion, sexual orientation, gender identity, gender expression, and other identifications. Our platform provides brands with an organic way to have their products reviewed by people who represent every type of shopper for a more inclusive product marketing approach all year round.
