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Four Ways To Align Your Brand Strategy To Your Corporate DEI Initiatives

Forbes Coaches Council

Entrepreneur. Inclusive Marketer. Business Strategist. Certified Diversity Executive. VP, Business Strategy at The Diversity Movement.

Company A talks a good game about diversity, equity and inclusion—even targeting advertising to specific demographic groups that portray Company A as a virtuous supporter of their communities. But in reality, Company A doesn’t act on these values with integrity. By engaging in “woke-washing,” it is putting itself at risk for explosive brand damage. Woke-washing is when a company tries to capitalize on a cause or community without making any meaningful connection or contribution to it. Additionally, Company A’s multicultural approach to marketing is not generating results. Posting MLK quotes to Instagram in January and rainbow flags in June is perceived by consumers as inauthentic and inadequate. Being a true DEI champion requires putting meaningful values into action.

Company B, by contrast, is actively integrating diversity, equity and inclusion into all aspects of how it does business. By putting DEI into practice, company leaders are improving their employee hiring and retention, innovation and productivity. They are also gaining more customers because they recognize that consumers are already culturally diverse and the U.S. population is getting more so every year. Instead of targeting diverse audiences and engaging in multicultural marketing, Company B sees all of its consumers as the new general market.

By fully integrating DEI into their entire business, Company B is able to authentically connect to specific communities and audiences they want to reach. They have advanced beyond a multicultural marketing approach to a more powerful, inclusive marketing strategy.

What Is Inclusive Marketing?

Inclusive marketing is about integrating DEI into brand strategy and messaging. It’s an approach that moves beyond basic multicultural representation by recognizing and elevating the stories and voices of people who are often marginalized or underrepresented. This approach strengthens brand authenticity and trust, the loyalty of employees and customers and the ability to reach new audiences. Inclusive marketing also includes translating DEI commitments into thoughtful, intentional community actions. Doing so deepens community connections, builds feelings of belonging and can even influence positive social change.

Four Steps To Inclusive Marketing

Here are steps your organization can take to create, and benefit from, an inclusive marketing strategy.

Build An Inclusive Marketing Team

Create a marketing team that is diverse and multicultural. Enlist culturally diverse employees from throughout the organization to participate in marketing department brainstorms, campaign reviews and focus groups. Collaboratively develop an inclusive style guide. Ensure that your messaging aligns with your company’s DEI commitments by adding a “DEI” review to the creative approval process.

Carefully Construct Your Creative Campaigns

Demonstrate diversity in your advertising that mirrors the communities you serve. Audiences resonate with content and messages that present an authentic reflection of their lived experiences. Ensure your customer/employee personas reflect diverse characteristics while recognizing that diverse groups aren’t monolithic. Audit your campaigns in advance for blunders or language that is not inclusive. Plan inclusive campaigns throughout the year, not just on “diverse” holidays. Avoid inauthentic, woke-washing messages. For example, if you don't have a commitment to your LGBTQ employees or community, don't put a rainbow flag on your social posts or packaging to try to engage that audience.

Manage The Intersection Of Politics, Corporate DEI Efforts And Social Justice

In today’s volatile social and political climate, there has been a collision of corporate diversity efforts, politics and social justice. For example, in the political arena, at least 35 states have recently introduced legislation to ban the teaching of critical race theory. While many employees applaud corporate DEI efforts, a sizable percentage of corporate employees say they are alienated by their organization’s DEI initiatives, ironically viewing these efforts as divisive instead of inclusive. How can your marketing break through these barriers? Make sure your messages highlight the values that underlie your commitment, the positive outcomes of your DEI efforts and how everyone benefits when all are included.

Participate Thoughtfully In Social Action

Brands can no longer stand on the sidelines and not be vocal about what they support and don't support. Consider what causes your company will support with financial and in-kind contributions and employee volunteerism. When political, social justice and community issues arise, consider your company’s response promptly but thoughtfully. Before you act, ask yourself: Does this issue relate to our industry/business? Does it relate to our DEI guiding principles and current commitments? Is there synergy with our brand? Is it authentic for us to talk about? Who else is speaking out? Are we one of the first?

Consider if the issue significantly impacts and/or shows empathy toward your employees, customers, vendors/partners and communities you serve. Determine whether voicing a stance is enough, or if immediate or ongoing action is needed.

Also, consider the potential challenges of speaking out and/or taking action: Will the positives outweigh the negatives? Are we prepared for negative feedback? Is this the right time to speak out externally? Will doing so significantly hurt our brand reputation? What do we risk by not speaking out?

Before acting, ensure your company operates in a way that’s aligned with the stance or actions you plan to take. And be sure your senior leadership team is on board with the plan.

If you’re wondering how critical it is to advance your organization’s marketing strategy from multicultural to inclusive, consider the census data: According to the Pew Research Center, Gen-Z is "more racially and ethnically diverse than any previous generation." Additionally, by 2030, immigration will be the largest driver of the U.S. population increase. Organizations that fail to integrate DEI into all aspects of their business—especially their brand strategy and messaging—will likely find it increasingly difficult to connect to and hire from the new “general market,” which will require an inclusive brand strategy that accurately reflects (and communicates) how your organization lives out its values.


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