Diversity marketing is not something that can be taken lightly any longer. Earlier, one could kind of avoid the complications or the critical thinking that was needed to be inclusive – as, let’s face it, audiences didn’t really expect it from brands or insisted that they reflect it in their ethos.
But that has changed. It might even be said that while there was a call for inclusivity among brands and their messaging, the murder of George Floyd in 2020 was a turning point. Black Lives Matter. In everything. From a reflection in the choice of people that appear in an ad campaign or the culturally relevant messaging to content being produced by Black-owned Media Company, black lives matter.
Brands must realize that diversity marketing is not a subset of marketing – it is not something like content marketing or digital marketing or similar. On the contrary, it is a mindset that can influence and drive every aspect of your marketing.
As was mentioned, “Performative activism” just won’t cut it any longer.
Brands must be essentially conscious of this. Black-owned media companies know firsthand the ethos of the Black community. They understand and know what will resonate with a Black audience.
Increasingly, and its only growing and growing, Millennials and Gen Z feel and very strongly believe that everything must be inclusive for all audiences. They even go as far as rejecting several old traditional advertising tactics like narrowing to a specific audience which excludes ethnicities and cultural differences and genders and religious beliefs.
So if brands want to show that they are all about diversity and inclusion, they must go all the way.
Performative activism won’t work.