Inclusivity and Diversity in Marketing Communications
Module 3 - SLP
MARKETING STRATEGY AND INCLUSIVE MARKETING COMMUNICATIONS
Assignment Overview
Diversity and Inclusivity in Marketing
Whether we talk about diversity or inclusivity, the discussion is one all businesses should have to remain relevant. 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.
Session Long Project 3 Resources
Your DEI marketing is not complete (2022) https://medium(dot)com/multytude/your-dei-marketing-is-not-complete-2460b3e754f6
9 Brands Winning With Inclusive Marketing (and How You Can Too) (2022) https://promo(dot)com/blog/9-brands-winning-with-inclusive-marketing-and-how-you-can-too
Not an Option: Cultural Sensitivity in Advertising (2022) https://www(dot)adaptworldwide(dot)com/insights/2022/what-is-cultural-sensitivity-in-advertising
The rise of the inclusive consumer (2022) https://www(dot)mckinsey(dot)com/industries/retail/our-insights/the-rise-of-the-inclusive-consumer
5 Ways Diversity and Inclusion Impact the Customer Experience (2022) https://www(dot)cmswire(dot)com/customer-experience/5-ways-diversity-and-inclusion-impact-the-customer-experience/
Microsoft Advertising Blog (2022) https://about(dot)ads(dot)microsoft(dot)com/en-us/blog/post/july-2022/diversity-and-inclusion-creating-marketing-for-everyone
How brands can build inclusive campaigns year-round (2022) https://sproutsocial(dot)com/insights/inclusive-campaigns/
SLP Assignment
A “White Paper” on Inclusivity and Diversity
Using the module’s readings and other research, write a white paper on best practices for diversity and inclusivity in marketing.
Background
Deliver a brief background of inclusivity and diversity as it pertains to marketing communications. (1/2 page) Research Required.
Best Practice Examples
Provide positive examples of two brands (other than Dove) that excel in this area. Explore what groups are included in their marketing communications. (1 page) Research Required.
Applications
Offer reasons why companies should follow through on these practices. (1/2 page) Research Required.
No quotations are permitted in this paper. Each paragraph (except the introduction and conclusion) must contain at least one in-text citation.
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” on the grading rubric.
The paper should be written in the third person; this means words like “I”, “we”, and “you” are not appropriate. Refer to yourself in third-person as “manager” or you can write about what the “project team” will do, rather than saying “I” and “we.”
SLP Assignment Expectations
Use the attached APA-formatted template (MKT301 SLP3) to create your submission.
The template is set up in APA 7: double-spacing, font, margins, headings, page breaks, APA help links.
Your submission will include:
cover page
A paper with APA citations (2- to 3-sentence introduction, 2-page body, 2- to 3-sentence conclusion)
The reference list page in APA format
Best Practices for Diversity and Inclusivity in Marketing
Student's Name
Institutional Affiliation
Course Code and Title
Professor's Name
Due Date
Best Practices for Diversity and Inclusivity in Marketing
Introduction
Inclusivity and diversity in marketing communication consider different aspects of the audience, including their age, ethnicity, gender, language, sexual orientation, mental and physical capacities, socio-economic status, and religion. Brands create marketing messages, campaigns, content, and images that resonate with individuals from varying backgrounds. Businesses study their diverse audiences and develop concise marketing messages to communicate solutions to improve the consumers' jobs or lives. They reflect real situations and people around the globe to effectively convey their messages. This white paper highlights the best practices for inclusivity and diversity in business marketing communications.
Background
Diversity and inclusivity marketing communications, such as campaigns and advertising, address all groups of individuals, including underrepresented and marginalized groups (Texthelp, 2022). These marketing communications break stereotypes to inform the audiences that the brand sees and understands them. Brands elevate underrepresented groups' voices and opinions through diverse and inclusive marketing communications. Additionally, they connect with their audiences and get to know and understand them on a consumer level (Texthelp, 2022). Valuable businesses actively communicate their inclusion and diversity marketing efforts to ensure everyone can access their marketing content without discrimination. Diverse and inclusive marketing communications reflect real situations and diverse individuals worldwide to connect the brand with different audiences, including minority groups. Brands avoid stereotyping words and images but openly challenge existing biases and stereotypes in their inclusive marketing communications. According to Texthelp (2022) they communicate using appropriate phrases, language, metaphors, visuals, tone, and words to convey the intended messages to the audiences.
Businesses understand and connect with audiences in a multicultural world by fully understanding each individual's world (Schmitz, 2021). Brands are inclusive and thoughtful in their communications since they consider each audience's communication styles, values, and principles because they are different, even if the audiences have the same challenges or demographics. During marketing communications, brands use a language that enhances their efforts to create an inclusive culture of belonging for their diverse audiences. At times, they learn and communicate using different languages of their audiences to enhance the customers' understanding of the brand's services or solutions (Schmitz, 2021). Moreover, marketers actively listen to target audiences while communicating with them through various channels.
Best Practice Examples in Companies
Google is one of the brands getting diversity and inclusivity marketing communications right. Google reviews its advertisements, criticizes them, and works to enhance inclusion in all its campaigns (Texthelp, 2022). Furthermore, Google partners with diversity experts to improve its communications with its audiences. They target different audiences, including the Black community, older adults, the LGBTQ+ community, and individuals with disabilities. Google marketing communications enhance positive and authentic reflections of their audiences, particularly the marginalized communities' audiences, by avoiding stereotypical and harmful content (Twohill, 2021). Their messages truly reflect a nuanced and multicultural world. Google addresses societal challenges, such as inequality in advertising, by sharing its knowledge with everyone. They create inclusive creative choices while avoiding stereotypes in their marketing communications when defining their audience. Google's marketing communications aim to break stereotypes and make everyone feel seen and valued through its content (Twohill, 2021).
Similarly, Nike incorporates inclusive and diverse marketing communications b...