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No matter whether they’re marketing a product or a service, companies have to appeal to what their audiences want. In today’s world, that means diversity. Customers like to see themselves in advertising, as it allows them to envision themselves using the particular product or service and to understand how it might benefit them specifically. But customers can’t feel represented if marketers aren’t considering diversity in the first place.
While many companies have gotten on board with diversity, equity and inclusion (DEI) in their marketing, many others are still struggling to make the right changes. As business leaders in the culture space, the members of Rolling Stone Culture Council have advice to share when it comes to DEI. Here, they discuss eight ways business leaders can ensure they’re being thoughtful about diversity, equity and inclusion in their marketing and why it’s so important to do so.
Start With Diversifying Your Team
Look around your meetings. Does everyone look like you? That’s a problem — but a solvable one. Rather than glorifying ticking a box, actually promote and hire people from varied backgrounds who don’t all have the same pedigree. I’ve had to verbalize before to a C-suite, “Has anyone else noticed I am the only female exec?” They hadn’t. And that’s only one area of DEI that needs addressing. – Cate Rubenstein
Truly Understand DEI’s Importance
The best way to be thoughtful about DEI is to truly believe in it — to embody it. Understand that if it’s foreign to you, that’s OK, but you need to train yourself to understand why it’s important and put yourself in someone else’s shoes and ask yourself how you would want to be treated. – Philip Wolf, Cultivating Spirits
Look at Your Customers as Human Beings
Look at someone as a human being — not their age, visual description, the language they speak, their gender or religious choice. From that mindset, you share what is useful, wonderful and purposeful about your product or why your company exists. This way, we are all treated as humans. – Susan Johnston, New Media Film Festival®
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
Consider Feedback From a Review Panel
Business leaders can embody diversity, equity and inclusion by actively seeking feedback from diverse focus groups before campaign launches. Personally, I’ve integrated a “Diversity Review Panel” into our marketing process, ensuring every voice is heard and represented authentically. – Ali Aksu, Untold
Offer Solutions That Directly Address These Issues
Build products and services that address these issues foundationally. Whether it’s about accessibility, affordability, meeting people where they are at or offering solutions to global problems, always think about your “market” as the citizens of Earth and how what you create can positively impact everyone, directly or indirectly. Then your marketing is genuine, and your mission is resonant. – Lyle Maxson, GeniusX
Ensure Representation at Every Stage
Diversify representation. From your campaigns and social media to your board room and team meetings, feature a variety of perspectives. Call on everyone to bring their experience to the table. At Cannabis Creative, we’ve created a communication channel that allows everyone to celebrate their own culture — as well as the cultures of others — to broaden our horizons both at and away from our desks. – Dan Serard, Cannabis Creative Group
Change Up the Audience You’re Marketing To
Diversity hiring is one critical step, but when it comes to marketing, you must diversify whom you’re marketing to and for. When you ensure that your clientele and your clients’ missions are equitable, diverse and inclusive, you can organically take DEI to the next level. – Cynthia Johnson, Bell + Ivy
Celebrate Diversity in Your Campaigns
Showcase newness. Push the envelope. My firm recently launched a new fashion line out of Manhattan, and the founder hailed from Nairobi. So, we tied in African-U.S. themes in colors and verbiage: “It’s okay to be who you are, so go see the world in style.” We went edgy with models, poses and messaging. There are no limits or boundaries when it comes to diversity, equity and inclusion in marketing. – Paul Fitzgerald, Salt & Pepper Media Inc.
