Diversity, equity and inclusions (DEI) are becoming more important to consumers. A research report conducted by Adobe in 2019 revealed that for61%of Americans, diversity in marketing is crucial. Not only that, 38% of consumers are more inclined to trust brands that effectively embrace diversity in their advertising.
Yet, advertising still does not accurately portray the way communities really look. According to a study completed by NewsCred, more than 90% of marketers feel that more can still be done regarding how diversity is portrayed in their marketing content.
The need for more diversity, equity, and inclusion in the marketing sector has been a concern and talking point for years. Though, 2020 was hopefully the tipping point with the Black Lives Matter movement drawing new attention and creating a stronger urge to stop paying lip service and create real change.
关于营销，有很多方法可以推广Dei。无论是确保您的电子邮件是否可以访问或更大的规模运作，以解决种族不平等等社会不公正，它是品牌开始改变他们市场的方式。
Diversity, Equity, and Inclusion in Marketing: Changing the Way You Market:
What Is DEI?
多样性、公正和包容对cr(一些)eating an environment where everyone feels invited and is given the opportunity to contribute and participate. It requires us to acknowledge how people are different. These differences can include gender, age, race, sexual orientation, social economic status, and ability. It also means that we must also acknowledge the systems that have caused division and oppression and create new ones that allow equal participation by all.
Why Does DEI in Marketing Matter?
消费者的购买选择越来越多，基于品牌表达的价值观。5W公共关系的消费者文化报告表明，绝大多数千禧一代（83％) feel that it is crucial that the brands that they choose to support are in alignment with their values. The founder and CEO of 5W Public Relations, Ronn Torossian, adds that cause marketing is going to grow considerably. The same research found that more than 70% of millennials will pay more for a product if they know that a percentage of the money will be donated to charity.
Research completed by Sprout Social echoed this sentiment. One of their surveys found that70％of consumers feel that it is important for brands to take a position on political and social issues. Indeed, two thirds of the participants indicated that they have taken an action after seeing an advertisement that they believed to be inclusive or diverse.
这些统计数据明确表示集中在dei上应该是您的数字之一营销策略2021and the years ahead. Consumers will no longer be able to support brands that they perceive as unethical or passive bystanders.
What Does DEI Look Like in Marketing?
虽然创造了独家感知的东西是有助于产品的销售，但创造一种包含的文化是有助于您的目标受众与您的品牌联系。那么，你怎么能告诉你的品牌和营销是否推广DEI？
Verna Myers, a cultural change catalyst, influencer and author, eloquently defined diversity and inclusion as, “Diversity is being invited to the party; inclusion is being asked to dance.” Thus, diversity is basically the first step. It's about ensuring that everyone feels like they are invited.
In marketing, it means that your content (images, website, messaging, etc.) reflects everyone and is communicated via a range of mediums to ensure that “the invite” is received by everyone. For instance, if the majority of your images include only one racial group, there is room for improvement.
That said, some consumers face barriers. Whilst they are represented and asked to contribute, it could be that their abilities prevent them from participation and this is where equity comes into the picture.
在营销中，这意味着您的内容和沟通必须针对残疾人进行优化。例如，您可以通过优化您的网站来实现这一目标声音搜索, ensuring that equity is given the attention it deserves.
在营销中拥抱Dei的提示
虽然重要的是在最高级别启动的变化，但营销业也有它可以发挥的重要作用。毕竟，营销人员在讲故事中得到了很好的精通，可以通过分享个人，边缘社区和文化的思想，信仰和感受来鼓励对话。以下是一些实用方式，您可以确保Dei获得所需的注意。
Build a diverse team
To understand the subtle nuances, it is key that you work with a diverse team of marketers that are inclusive of the customers who form part of your target audience. By having more people who boast a deep understanding of your target audience, you will be better equipped to create content that connects instead of offends.
与您的客户和当地社区的亲密关系优先考虑
每个营销人员都应该有强烈的兴奋和愿意在他们的自然环境中与他们的目标受众互动更多。无论是通过时间，工具或培训，确保在您的营销团队工作的每个人都有他/她需要了解他们所服务的观众。例如，您可以为您的员工提供支付，以便他们可以参与社区工作。
Customer intimacy is also closely associated with investing in your local community. While it is important to get to know your customers, you should also pay attention to the local community. It is only by growing your understanding of the values, needs, and issues of your target audience and local community that you will be able to transform and create an environment that is more inclusive.
沉浸在不同的文化中
If you want to learn about different lifestyles and worldviews, the best approach is to immerse yourself in different cultures for a period of time. It is only by going this extra mile that you can understand the nuances and grow the empathy that is needed to create relevant content.
虽然如果您不是目标受众的成员，您完全可以为品牌创建内容，但您需要确保您有足够的文化智能对您正在服务的目标受众。换句话说，如果您想创建高度相关的内容，您需要将自己沉浸在您的目标受众世界中。只有通过这样做，您开始了解目标受众面临的观点和问题。只有当您在更深入的水平上了解您的潜在客户时，您不会将受害者降至陈规定型观念，文化不敏感和语气耳聋。
Have the difficult conversations
虽然您团队的个别成员非常适合了解客户，当地社区和不同的文化，但一旦与整个营销团队和公司其他营销团队分享，这些经历将变得更加有价值。这些对话可能具有挑战性，但它应该被接受为重新定义价值的机会并将其注入到您所做的工作中。只有你公司真的可以开始成长。
保持明智和温和
While communicating diversity should be a priority, you should guard against coming across as if you are trying too hard. By going overboard, you can easily achieve the opposite result and offend members of your target audience.
Focus on tone of voice
When it comes to creating content, your focus should be to create a sense of belonging for all. This means that your content should make everyone feel welcome by speaking to different user types, instead of highlighting how users differ from one another.
要确保您的文字是包容性的，也是朋友的指南。大多数风格指南涵盖多样性的主题，当您不确定如何字词时，可以帮助您。它还值得仔细检查您的品牌自己的风格指南，涵盖了促进多样性，公平和包容性的语言使用情况。
If you need some inspiration, you can check out the Conscious Style Guide that was created by Karen Yin. Here, you will find plenty of resources to help you write about ethnicity, race, nationality, disability, age, gender, sex, and sexuality.
让您的沟通无障碍
虽然有很多关于多样性，股权和包容的谈话，但这些天侧重于社会不公正，但重要的是要记住它也指的是能力。因此，无论他们的能力如何，都可确保每个人都可以阅读您的电子邮件和网站。
Welcome contributions from underrepresented groups
If your campaigns turn a blind eye to diversity, the consequence will be that some audiences will feel neglected (even if this was never your intention). So, if you work with content contributors or influencers, it will be important for you to collaborate with others who might not form part of your usual network. You can also encourage your company to work more often withminority influencersand freelancers from underrepresented and marginalized groups. This will help your target audience feel like they are actually being seen. After all, there are many rich cultures that have countless untold stories that will help others to feel understood and valued.
Look at others for inspiration
While challenging, DEI can (and should) be implemented effectively in marketing. If you get stuck, there are many brands that have managed to address change in their marketing campaigns and companies. So, look beyond your own brand and see what others have done with their campaigns.
包装东西
要了解您的目标受众，请您亲密地需要奉献，时间和资源。188金宝慱网站它不会过夜。事实上，您甚至可能会失去几个与您开始强调的“新”价值观分歧的客户。
然而，福利远远超过了所需的投资。通过确保您的营销促进Dei，您的品牌变得更加值得信赖，并在忠诚的客户之后更大
更重要的是，如果你弄错了，这是一个公共关系混乱。需要拉动广告。道歉需要写入。客户丢失了。
At the end of the day, it's good for business and even better for society. The communities that we serve are not homogenous. The marketing material that we create should be an accurate reflection of that world. While challenging, it is crucial that we are in constant conversation with one another and learn more about different points of view so that we can change the way we market and interact.
