5 Consumer Expectations for Brands Embracing Inclusive Marketing in 2023

More brands than ever before are engaging in inclusive marketing. And increasingly, consumers are starting to notice. It’s good that marketers are stepping up their efforts to serve a wider audience, but consumers from underrepresented and underserved communities are automatically flocking to those brands. It does not mean that

They are not desperate and are waiting for the brands that have ignored them for so long to finally pay attention to their ways. I would like to prove

Consumers in underrepresented and underserved communities are often more loyal to brands that take the time to make them feel like they belong. In many cases, they pay more, go out of their way to get the products to support them, and spread the word to their friends and family about brands that they are doing right.

But just because a brand decides to make its photography more diverse doesn’t mean it creates a sense of belonging. Diverse consumers, people who care about them, and an overall focus on inclusivity want brands to do more than just focus their marketing efforts on their communities.

Diverse consumers have high expectations of brands that attract attention and encourage them to use their credit cards.

Here are five things different consumers look for in brands looking to earn loyalty.

enliven their community

Last year, Codeword Agency commissioned a study to find out how people felt about brand campaigns during Hispanic Heritage Month. One question we asked specifically for Hispanic-identified respondents was what brands could do to mark Hispanic Heritage Month. “Investing in the Hispanic community” was the most popular answer.

Arturo Gutierrez, senior vice president of strategy at Codeword, said these consumers, in particular, felt the need for brands to show up for them and their communities, not just during Hispanic Heritage Month, but year-round. I explained why I was there.

There may be a sense of ‘I invested a lot in your brand’. I purchased your product. Became a brand ambassador. i talked about it. I have been shopping at your store for 15 years. Our community articulates these needs and priorities. Really great once you get through.

This insight doesn’t just apply to the Latinx community. For example, many in the LGBTQ+ community have expressed disdain for brands that only appear during PRIDE month without doing anything to show support for important issues that affect people within the community.

This principal extends beyond the celebration of cultural awareness. Communities have needs and concerns all year long, not just on a particular month, week or day.

Consumers in an underrepresented community want to know that brands care about consumers as a whole, not just the problems their products help solve.

Earning and maintaining loyalty is not just about marketing and selling to these communities, but improving them at the same time.

Community support includes funding organizations that fight for causes they care about, providing education on issues that matter, participating in advocacy, volunteering, and even sponsoring events that bring joy to the community. will be

The more time you spend with the community and the more intimate you become with it, the easier it is to learn how to improve it.

national team

One thing I hear over and over again from consumers is that it’s important to have representation in your internal team, not just from marketing, but from the brands you sell.

The people you serve need to know who they are or who they want to be reflected in the visual image your brand presents. , is what the team looks like. Expression is important.

In addition, consumers know that you truly value diversity, inclusion, and belonging when you not only demonstrate diversity in your marketing efforts, but demonstrate it by having a diverse and representative team. It’s easier to believe that you are.

Another important reason to have a varsity team is that it exists and also helps us better serve consumers in underserved communities. When your team has similar experience to the people you serve, it provides you with the insight you need to deliver a better customer experience.

longevity

For many consumers who don’t fit well into what’s considered mainstream, they’re a little jaded when it comes to brands they feel have neglected them in the past, but now want to show up for them. increase.

They want to see you build a solid track record of serving people like them before they believe you really care about them. Each consumer is different.

But know that you consistently show your commitment to them day by day, week, month and year.

more accurate story

For too long, many consumers who are part of marginalized communities have endured stories about themselves that don’t align with what they know and feel about themselves.

For example, many black women are accustomed to hurtful narratives about not meeting beauty standards or being undesirable as romantic partners by people of other races.

To combat these negative narratives stemming from negative stereotypes, brands must first invest in cultural intelligence to know that these negative narratives exist, and then fight them with marketing. must work actively to

Altering a harmful narrative doesn’t necessarily have to be blatant. Easily handled through casting, visual imagery, and storyline. This allows us to more accurately portray the community we want to serve.

Not a substandard customer experience

Until now, very few brands have served people in underrepresented and underserved communities, often leaving few options available to meet their needs.

And often these limited options were less than ideal.

But as more brands start paying attention to consumers in these communities, they are starting to realize that they can meet their needs and serve them well. You don’t have to pay and accept a lesser customer experience.

As you engage with consumers in these communities, take the time to plan experiences that feel like you designed them with them in mind, not an afterthought.

Inclusive marketing is the future of marketing. Consumers also recognize and continue to exercise their power, and they want to use that power to ensure the brands they support live up to their expectations.

Make sure your brand is on point.