Brands that broke barriers of diversity and inclusion

1. Brands that broke barriers of diversity and inclusion

2. When an idea is generated for the masses, the brands often are limited to a set of similar ideas. The marketers are the real magicians who wave their magic wands & make every user feel included in the product or service. This wave is inclusion. Do we really need diversity and inclusion or is it just going to pass? Defined by ADP’s chief diversity and social responsibility officer Rita Mitjans, “Diversity is the ‘what’; inclusion is the ‘how’.”

3. In 2017, the world was taken by a storm when Levi’s launched their ‘Circles’ campaign on television with the slogan ‘Let’s live how we dance’. Real people of different cultures and backgrounds were seen to be grooving on “Makeba” in their jeans in real locations worldwide. In June 2020, Levi’s practiced empathy marketing revisiting the 'Circles' campaign with the slogan, 'One Day Soon, We Will Dance Together Again'.

4. Effect on Employer Branding In 2017, the world was taken by a storm when Levi’s launched their ‘Circles’ campaign on television with the slogan ‘Let’s live how we dance’. Real people of different cultures and backgrounds were seen to be grooving on “Makeba” in their jeans in real locations worldwide. In June 2020, Levi’s practiced empathy marketing revisiting the 'Circles' campaign with the slogan, 'One Day Soon, We Will Dance Together Again'.

5. Need and trends “Diversity isn’t a nicety, it’s a necessity. Inclusion is an inescapable and necessary consequence of a global economy; it’s becoming impossible for companies to flourish without diverse organizations that reflect their consumer base."- Mary Spio, Founder of CEEK VR Diverse and inclusive marketing pushes you to abandon any assumptions about your target audience and delve deeper into why and how your product might be used. So what does the future of inclusion look like? Check out the following trends as provided by Forbes.

6. Where’s the proof? As we move into a new era, consumers will not be taking your word at face value but will also be demanding proof of your stand. Market Watch in an article mentions Natasha Lamb, the managing director of Massachusetts- based shareholder advocacy group Arjuna Capital. Natasha recalls that “Amazon.com Inc. suggested shareholders reject proposals last spring seeking greater disclosure of racial and gender pay gaps. But after Floyd’s death and the police killing of Breonna Taylor in Kentucky, Amazon splashed “Black Lives Matter” on its home page and donated $10 million to the NAACP and other groups.”

7. Empathizing Companies that empathize with their target audience are more likely to acquire loyal customers and maybe increase conversions. In 2017, hundreds of passengers boarding Delta Airlines were stranded at the runways. So what can an airline do? With a quick-thinking on its feet, Delta Airlines turned the storm in its favor. To everyone's amazement, they ordered hundreds of pizzas to be distributed to the passengers, who were delighted to nibble on the cheesy treats while waiting for the storm to pass. Of course, controlling the weather was out of their hands, but empathizing with their passengers was possible.

8. Aligning to the feelings of inclusion Given below are some marketing ideas to evoke feelings of inclusion Celebration Celebrate people, their successes, their holidays. Relaxation Remove tension or anxiety for your customers. Confidence Instill confidence that you strive to act in the right way. Hope Zest Be the ray of hope during societal challenges & issues. Convey enthusiasm and energy for life. Relief Safety Remove & avoid anything distressing or oppressive. Acceptance Accepting differences of others to be included in the group. Create experiences to extend safety to all people. Clarity Bring a sense of certainty, clarity, and transparency in ambiguity.

9. Tips to establish connection Have more than one person in the image Include realistic diversity in the media Use real people being themselves Create a visible positive relationship Do you remember the famous jingle of Coca-Cola “I’d Like to Buy the World a Coke”? In 2014, Coca-Cola launched an ad, titled "Together It's Beautiful," which gave the viewers a small peak into the lives of U.S. residents who share a similar sense of pride despite the different ethnicity or geographical backgrounds. From the cowboy on a horse to kids in a garden, different locations, people and languages, they all sang "America, The Beautiful" together.

10. Tips to establish openness Include people with disabilities Feature non-traditional dimensions Include unique subsets of diverse populations Include multiple people of color “To celebrate the diversity and inclusivity of sport, space will not just celebrate local elite and grassroots athletes through visual content, but also show Nike plus size and para-sport mannequins for the first time on a retail space,” Nike said in a press release, 2019. A shocking fact about how little brands include openness was captured in Heat Test Report 2019, showing that while one out of four people live with a disability, only 1% of ads represent them.

11. Tips to establish balance Feature everyone with the same prominence Convey equity, diversion and inclusion Ensure multiple dimensions of diversity Have the creative represent the spectrum of people Victoria’s Secret bid farewell to its annual fashion show in 2019 and out of its ashes rose Rihanna’s body-inclusive Savage x Fenty fashion show on Amazon Prime. Unlike its predecessor, Savage showcased models of different body types, genders and racial backgrounds. This strategic move continued from the brand’s use of curvy in-store mannequins that consumers have highly praised.

12. Brands showing representation and inclusion shouldn’t be considered pathbreaking. On the contrary, it should be the norm! We can conclude that diversity and inclusion are not a trend but necessary styles of marketing. Customers are the main priority and they are looking for a sense of belonging & trust from the brands they deal with.

13. To read more exciting stories on how different brands broke the barriers to diversity and inclusion, check out our blog.

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