• NEWS
    • Agencies
    • Brand Marketing
    • Creativity
    • Digital
    • Programmatic
    • TV / Video
    • FEATURED
    • Challenger Brands
    • Inside the Brand
    • Ad of the Day
    • CES
    • Sponsored
  • EVENTS
    • FEATURED
      • Elevate AI 2019
      • March 21, 2019
        New York
    • COMING SOON
    • Adweek Media All-Stars
    • Fastest-Growing Agencies
    • View All Events
  • WEBINARS
    • FEATURED
      • You’re Measuring Influencer Marketing Wrong
      • Tues., March 5, 2019
        1 PM EST
    • COMING SOON
    • CMO Tenure Data Is the Secret to Agency Business Development
    • The Definitive Approach to Advanced Media Measurement
    • View All Webinars
  • CONNECT
    • Media Kit
    • Editorial Calendar
    • Agency Memberships
    • Group Subscriptions
    • Newsletters
    • Contact Us
    • ADVERTISE WITH US
    • Brand Awareness
    • Thought Leadership
    • Lead Generation
    • ADWEEK NETWORK
    • AgencySpy
    • MarketerMoves​
    • Social Pro Daily​
    • TVNewser
    • TVSpy
  • ADWEEK JOBS
    • Find a Job
    • Post a Job
    • CURRENT OFFER
    • Unlimited Job Postings
My Account Log Out Sign In Subscribe

Voice

Consumers Are Wary of Brands Who Seem to Be Trying to Check Off a Diversity Box

It's obvious if inclusivity isn't a genuine priority

By Laura Radosh Butt
|
January 24, 2019
If errors were made, consumers would prefer brands be forthright and transparent about it.
iStock
Share
By Laura Radosh Butt
|
January 24, 2019
Share

Open dialogue about what makes us different and alike is paramount now more than ever. We need to feel celebrated for our differences, not singled out. What does this mean for brands? They also have an opportunity to be the change in the world, but only if they take a moment to walk in their diverse target’s shoes and not just do a quick social media post.

When was the last time you saw an ad featuring a couple that wasn’t either biracial, gay or biracial and gay? Does this seem to be a lot of box checking right there? (Said by someone who is half of a biracial couple.) In my line of work, I find that every year or so a new hot button issue arises that often signals companywide “fire drills” that lead to revisiting missions, ongoing strategies and even a company’s overall make-up.

Sometimes the issues that arise are flippant and fads, such as customization like Burger King’s “Have it your way.” But other times they point to something bigger that was perhaps missed, like a true lack of diversity. And with the vast reach and popularity of social media and the growing importance of word-of-mouth and influencer marketing, if you happen to be an organization that is considered “behind the times,” you may have difficulty pivoting if how you now embrace diversity is considered disingenuous.

Clients are tapping us more and more for multicultural qualitative research studies. Their need to be inclusive, diverse and culturally sensitive to their entire target market has been amplified. And in the wake of a revived women’s movement, marketers should be particularly focused on how their brand is speaking to women.

Consumers are craving inclusivity, but they want it done in an authentic way.

Here are a few tips for setting the right tone.

Be it, don’t just say it

This is the golden rule of multicultural marketing. Consumers are craving inclusivity, but they want it done in an authentic way. When consumers look at a brand’s history and it shows that they are now just considering diversity in their externally-facing communications, they can come off as insincere and trying to be trendy because they have to be. This makes the act of inclusivity trivial, forced and not something the brand may be behind or actually care about.

Consumers want to be involved in the conversation

It is important to understand that multicultural marketing is a process that starts by understanding your core audience from the lens of their culturally-diverse background and context. Consumers do notice when companies are interested in learning from them, and they greatly appreciate being included in the conversation. If you aren’t engaging your customers to talk about diversity, it’s time to get started.

Brands often make mistakes showcasing stereotypes

Unfortunately, brands often exacerbate ethnic and gender stereotypes via their talent casting choices. Diversity is not just about making sure there are people of color or gender in your campaigns. One must also consider the diversity within the diversity, or else your brand can appear culturally ignorant. Consider the shapes, sizes, styles, actions and gender identities of your customers today and make sure they see themselves, their friends and families in your campaigns.

Believe in the power of influencers

Influencer marketing has been all the rage over the last few years, with celebrities and social media stars coming out of the woodwork to back new brands or products. Like in ads, your consumer is looking for an influencer who is like them in every sense of the word, including culturally. Ensuring your audience has someone to look up to who has had similar experiences and backgrounds creates and nurtures trust and acceptance.

Deep down, consumers are forgiving

Being transparent about the unintentional error of a brand and communicating this quickly with consumers is critical. It’s OK if you are working to become more inclusive when someone can tell it truly matters to you. This can offer a taking-off point for your brand if done well.

At the end of the day diversity deserves to be addressed and must be done carefully. Listening to, communicating with and learning from your target audience is the first step in righting your course if diversity up to now has been an afterthought. Be the change, and do it right.

Share
https://adweek.it/2RKxHJP
Laura Radosh Butt

Laura Radosh Butt

Laura Radosh Butt is the founder and president of LBR Insight.
Adweek Adweek Adweek

Popular Now

  • 1
    Hate Doing Laundry? No Sweat. Tide Just Announced It’ll Do It for You
  • 2
    The 25 Best Ads of 2018
  • 3
    Any Brand Not Marketing in the Esports World Is Already Behind the Curve
  • 4
    Volkswagen Powered an Entire Music Video With an Electric Car Battery, and Fans Were Into It
  • 5
    10 Royalty-Free Music Sites Every Online Video Creator Should Know

Featured Jobs

Account Strategist
Warehouse Twenty One, Inc.
Cheyenne, Wyoming
New Business Sales Executive
Thomson Reuters
New York, New York
Vice President, Brand and Consumer Marketing
NFL
New York, New York
Social Media Specialist
Leatherman
Portland, Oregon
Editorial Director
UCLA
LOS ANGELES, California
See More Jobs

EDITOR'S PICKS

SXSW

You Can Experience Westeros at SXSW This Year With HBO and Giant Spoon's Immersive Game of Thrones Activation

by Kristina Monllos

Brand Marketing

Why Budweiser Saved a Super Bowl Spot Starring Charlize Theron for the Oscars

by Kristina Monllos

AdFreak

Thanks to Ancestry, Six Strangers Learn How They're Connected Via the Underground Railroad

by Shannon Miller

Brand Marketing

Burberry Apologizes for Sending Hoodie With Strings Resembling a Noose Down the Runway

by Katie Richards

Ad of the Day

Are Sizzle Reels a Complete Waste of Everyone's Time? The Atlantic and Errol Morris Say Yes

by David Griner

AdFreak

Volkswagen Powered an Entire Music Video With an Electric Car Battery, and Fans Were Into It

by David Griner

Leadership & Talent

Hearts & Science Names Annalect North American Chief Executive Erin Matts as New U.S. CEO

by Lindsay Rittenhouse

Challenger Brands

How Challenger Brands Are Bridging the Gap Between Ecommerce and Brick and Mortar

by Nicole Ortiz
View Latest News >
  • About
    • Contact Us
    • Media Kit
    • Editorial Calendar
    • Sponsor Content
    • Jobs
  • Subscriptions
    • Subscription Options
    • Digital App
    • Newsletters
    • Frequently Asked Questions
    • Customer Service
  • Awards / Honors / Events
    • Awards and Honors
    • Adweek Events
    • Webinars
    • On-Demand Webinars
    • Trophies / Awards / Seals
  • Publications
    • Adweek Network
    • RSS
    • Backissues
    • Reprints / E-Prints
  • © 2019 Adweek, LLC. - All Rights Reserved
  • About Adweek
  • Contact Us
  • Terms of Use
  • Privacy Policy