Diverse and Inclusive Brand Communication
DIVERSE AND INCLUSIVE BRAND COMMUNICATIONS
Assignment Overview
**Complete this Module’s Case before the Session Long Project**
Diversity Marketing Strategy
What has been referred to as multicultural marketing has evolved to address a broad application of inclusiveness in marketing to remain relevant. Going beyond target market and psychographic research can help marketers expand the picture of who is a prospective customer.
Case 2 Resources
Study: How Brands Plan to Improve Diversity in Advertising (2022)
10 Diversity, Equity & Inclusion Resources for Small Businesses (2022)
Inclusivity Matters: A Strategic Guide to Inclusive Marketing in 2022 (2022)
Why diverse and inclusive marketing matters (2022)
Motivational Theories and Models (2022)
Changing Attitudes (2022)
Trends Impacting Individual Consumer Decision Making (2022)
Case Assignment
Inclusivity and Diversity
Whether we talk about diversity or inclusivity, the discussion is one all businesses should have. Although marketers target consumers or segment a market, they still need to include diverse groups of consumers in their strategies. The groups may be defined by gender, race or ethnicity, language, sexual identity, ability, religious beliefs, age, socio-economic status and more. Dove offers to pay other brands to diversify their ads. More than Half of People Don’t Feel Represented in Advertising.
Using the module’s readings and other research, create a plan for diversity and inclusivity in marketing communications.
Company Overview
Begin with a brief company overview.
Background
Describe the importance of inclusivity and diversity as it pertains to marketing communications. (1 page) Research Required.
Best Practice Examples
Research what other companies are doing in this area, specifically with groups that would be a good fit for your business. Explore what groups are included in their marketing communications. Explain why marketing to the groups would be beneficial to your business. (1 ½ pages) Research Required.
Addressing the Negatives
Controversy, backlash, and mistakes: some marketers failed miserably in their efforts to reach a more diverse audience or become inclusive. Find at least two examples and analyze the mistakes so you will not make them in this modules’’s session long project (SLP) (1 ½ pages) Research Required.
I will attach the case paper from Module 1 as reference.
No quotations are permitted in this paper. Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” across the grading rubric. This is a professional paper; not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.
Assignment Expectations
Use the attached APA-formatted template to create your submission.
The template is set up in APA 7: double-spacing, font, margins, headings, page breaks, APA help links.
Diverse and Inclusive Brand Communication
Student’s Name
Institution
Course Number and Name
Instructor’s Name
Date
Diverse and Inclusive Brand Communication
Company Overview
Fresh & Healthy Greens is a forward-thinking café in Seattle, Washington. It offers a wide variety of organic, vegan, and gluten-free foods and drinks to meet the diverse dietary preferences of its client. It is committed to fostering a healthy and sustainable lifestyle, and its tagline, "Fresh eats, fast," reflects its commitment to delivering nutrient-rich, wholesome food at lightning speed. Fresh & Healthy Greens aims to be a cornerstone of the Seattle community, fostering a welcoming atmosphere and focusing on sustainability and health for individuals seeking delicious and nourishing meals.
Background
Diversity and inclusivity are a crucial part of business success. Any business serving a diverse target market must incorporate diversity and inclusivity in marketing to ensure an impactful message. According to Decker (2022), diversity and inclusivity in marketing attract a diverse audience, including millennials and consumers willing to pay more to support inclusive brands. This is particularly important for Fresh & Healthy Greens because its target market includes millennials and consumers willing to spend on premium organic products. An inclusive and diverse marketing approach ensures that the messaging across the brand is inclusive and diverse, which builds trust in the brand and increases the brand's business impact (Decker, 2022). It has a relational and financial benefit to the brand.
In addition, it limits the exclusion of potential consumers from the target market. Licsandru and Cui (2018) state that inclusive marketing ensures that diverse consumers are well represented in marketing communication, fostering a message of inclusivity, equality, and improved corporate brand. Fresh & Healthy Greens must also incorporate diversity and inclusivity in its marketing communication to ensure that all consumers in its target group are not underrepresented or misrepresented. As Thundertech (n.d.) notes, diverse and inclusive marketing ensures that brands are curating a message that caters to consumers of different ethnicity, gender identities, ages, and physical and mental abilities, among others. People are more attracted to inclusive brands, which makes diverse and inclusive marketing good for consumers and businesses. Licsandru and Cui (2018) indicate that inclusive marketing fosters respect, empowerment, and acceptance among consumers of diverse preferences and backgrounds. In addition, about 38% of consumers trust inclusive brands (Decker, 2022), while 69% of black customers will most likely buy from a brand that recognizes their ethnicity (Thundertech, n.d.).
Best Practice Examples
More companies are increasingly appreciating the value of diversity and inclusivity in marketing. According to McCormick (2023), it has gained popularity by 700% since 2020, and it continues to attract the attention of businesses and consumers alike. To this end, many businesses incorporate diversity and inclusivity in their marketing efforts. For Instance, Unilever is promoting diversity and inclusivity in marketing by collecting images that show a more inclusive representation of beauty for its Dove brand (Williams, 2021). Its target market is beauty-conscious people, and its efforts involve using models of diverse skin colors, body sizes, and ages to promote inclusivity. The company uses various groups of people in its advertising to ensure that everyone in its target market is well-represented. It has also offered to extend this offer to other marketers by channelling its fund to them through the company's "It's On Us" tagline (Williams, 2021). This is an example that Fresh & Healthy Greens can emulate because it shows commitment to inclusivity and diversity within and beyond the company’s scope.
Another brand that has successfully incorporated inclusive and diverse marketing is Target. According to the Forbes Communication Council (2022), Target has been incorporating diversity and inclusion in its marketing activities even before diversity, inclusion, and equity was a thing. Specifically, it has been including people of different racial backgrounds, ages, and abilities in its marketing campaign. It has campaigns featuring children and people living with physical disabilities and Down syndrome (Forbes Communication Council, 2022). While Target is a large retail corporation that has a wider target market, it offers a good example of how brand...