It’s National Inclusion Week, and there’s no better time to connect and talk about the importance of inclusivity!
It’s wonderful to see more conversations around inclusive recruitment happening, but as an industry, we still have a long way to go in embracing diversity and inclusivity in our marketing and communications.
So, where do we begin? Let’s start by exploring what inclusivity truly means.
What is inclusion?
Inclusion is:
- Making sure everyone is a part of the group or activity
- Ensuring that everyone, especially those who might be left out (like people with disabilities or from minority groups), has the same chances and resources
Inclusivity is:
- Creating an environment where everyone, especially those who might be left out or treated unfairly, has equal opportunities and feels welcome
Sound familiar? It seems a bit like diversity. So, what’s the difference?
Diversity vs. inclusivity: what’s the difference?
OK, so this can seem a bit tricky at first, but diversity is about bringing together a variety of different people in one specific, lovely group. Inclusivity, on the other hand, is about how we ensure everyone feels welcomed, valued, and respected. It’s more about the vibes!
Diversity is about the who – the people, the beautiful mix of backgrounds and experiences that come together. Inclusivity is how we ensure that every person feels seen, heard, and truly welcomed
You can create an inclusive environment even if it’s not the most diverse, but when inclusivity is at the heart of what you do, diversity will naturally follow. Yay!
Why does inclusion matter to your marketing?
Even though companies are getting better at hiring diversely, inclusion in marketing often gets overlooked. OK, so real talk – it’s crucial that your marketing and communications not only reflect diversity but also embrace it with open arms.
Let’s look at your imagery as an obvious example – this might be on your website, social media, printed materials, presentations, etc.
There are a number of reasons why your imagery might lack diversity:
- We often choose people who look like us in our marketing because it feels more authentic
- You might be working with a tight budget, making it harder to afford stock photography or to hire models for your photoshoots – so you just use your team
- Or maybe you’ve never noticed that your imagery lacks diversity
But the thing is, it doesn’t matter if your lack of diversity in your imagery isn’t intentional or malicious – your audience doesn’t know that and your lack of inclusion is turning people off. And we don’t want that.
The power of being real
People want to see themselves in the brands they support. A 2019 survey by Google and The Female Quotient showed that 64% of people took action after seeing an ad they thought was inclusive. And it’s even higher for Millennials (77%) and the LGBTQIA+ community (85%).
People want to feel seen. To be included.
If you’re not part of an underrepresented demographic, it’s hard to truly understand how it makes you feel to finally be seen. It’s a really powerful feeling to be represented. Think full on warm and fuzzies.
You need to be authentically inclusive
As with all your marketing and communications, authenticity is crucial.
If your audience feels you are being disingenuous or performative, it will backfire.
It’s important that you include people because you want to be inclusive. Not just because you want to make more sales.
Our top tips for authentic inclusion
Ready to get more intentional about your inclusion? Yay!
Here are our top tips for keeping it authentic:
Know your audience: really understand who your audience is and what they need. It’s all about empathy and cultural awareness
Check your content: make sure your marketing materials show a range of people and avoid falling into stereotypes
Use data: let market research guide you in creating content that speaks to all segments of your audience
Skip the tokenism: real inclusivity isn’t about just swapping out images. It’s about making a genuine effort to include and value diversity
Get everyone involved: make inclusivity a team effort. Everyone in your organisation should be on board with creating a truly inclusive environment
Would you like an extra pair of eyes on your content to ensure it represents authentic inclusion?
Want some examples of inclusive marketing done right? Check out our next article.
