Labeling audiences as 'Underappreciated' or 'Underestimated' highlights the need to recognize and value their varied perspectives and contributions more fully.
Let's hire a candidate who represents the diversity we seek.
"Our marketing efforts should resonate with communities that have been overlooked."
"We need faces from all walks of life in our campaigns."
We've all found ourselves in discussions where these statements were tossed around, or worse, spewed from our own lips.
Using terms like "minority" or "marginalized," for instance, is damaging rhetoric as it belittles and marginalizes other groups of people, implying they're small and weak. Marketers need to view these audiences as a sparkling business opportunity, a golden ticket, not a chore imposed due to societal pressure.
Certainly, there are instances when we must discuss people who aren't white, cisgender, heterosexual, able-bodied males, but there are more compelling ways to do so.
The Do's and Don'ts of Diversity in Marketing
- Steer Clear of Harmful Labels
Rhetoric like "minority" or "underrepresented" is counterproductive, diminishing the importance of these communities and implying they're small, insignificant, and inferior. Instead, see their inclusion as a strategic business move that brings a rich tapestry of perspectives and insights to the table.
- Embrace "Latine"
This gender-neutral term stemming from the Spanish language resonates more authentically within Latin American and Hispanic communities. "Latine" adheres to Spanish phonetics and grammar, making it easier for native speakers to pronounce, whereas "Latinx," an English-invented neologism, introduces an unfamiliar "x" sound, which doesn't conform to traditional Spanish pronunciation rules.
- Celebrate Diversity, Not Differences
Rather than focusing on what makes different groups unique, emphasize the shared values and aspirations that unite diverse communities. This fosters unity and strengthens the bond between your brand and your audience.
- Listen to the Community
Surveys indicate that a mere 2-3% of Hispanic and Latino Americans self-identify with "Latinx." Most find "Latinx" confusing or exclusionary, and prefer the more inclusive, linguistically accessible term, "Latine." By listening to your audience, you can tailor your marketing strategies to speak to their unique needs and preferences.
- Build Inclusive Campaigns
Inclusive marketing is about more than just representation; it's about authentically connecting with your audience. By using language that resonates with diverse communities and showcasing relatable role models, you can build emotional bonds and drive engagement.
In Conclusion
Embrace diversity in marketing for its potential to bring about richer, more impactful campaigns that connect with your audience on a deeper level. By celebrating our differences and uniting around shared values, we can foster a more inclusive, understanding, and unified world.
In the pursuit of a more diverse marketing strategy, it's crucial to avoid harmful labels like "minority" or "underrepresented," as these terms diminish the importance of diverse communities and are counterproductive. Instead, view their inclusion as an opportunity to gain a wealth of perspectives and insights in the realm of business and lifestyle.
To authentically connect with diverse communities, focus on shared values and aspirations, rather than emphasizing differences, to foster unity and strengthen the bond between your brand and your audience. This approach can lead to a more inclusive and improved lifestyle for all, ultimately driving success in business and finance.