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How to Create an Inclusive Marketing Strategy in 6 Steps

Articles Jun 2, 2023

Brands are trained to continuously adjust their marketing and messaging to better connect with consumers, but changing demographics and increased social consciousness demand more than small changes. To engage the widest possible audience, marketers need an entirely new approach. Companies must embrace inclusive marketing.

Studies show that embedding diversity, equity, and inclusion (DEI) into marketing strategies helps drive customer engagement with a product. Plus, from a statistical perspective, the business imperative for inclusive marketing grows every year.

Consider the data from the last U.S. census: The number of people identifying as White shrank for the first time since 1790, and those who consider themselves Latine, Black, Asian American, Native Hawaiian or Pacific Islander, Native American, or multiracial grew to over 40% of the population. Statistics also show about 25% of adults in the United States have a disability. Similar data shows growth in diversity in other identity factors like gender identity, sexual orientation, and more.

As historically marginalized and underrepresented populations grow, so does their purchasing power and spending. These groups cannot be overlooked by any business that wants to survive and thrive in the future marketplace. Instead of focusing on one prototypical consumer, inclusive marketing showcases experiences and perspectives that we all share as humans. By telling authentic stories and respectfully depicting the lived experiences of a diverse consumer population, brands can better connect with a wider audience.

However, it can be daunting to integrate inclusive marketing practices with traditional marketing processes. Let’s look at how companies can use a six-step approach to inject inclusive marketing into every stage of the campaign development process.


Allison Bennett

Along with Kaela Sosa

Allison Bennett, CDE, is Manager, Inclusive Marketing at The Diversity Movement. She provides B2B digital marketing with experience in project management and building professional development courses.