The importance of diversity and inclusion in 2024 should be paramount; a key guiding principle in both business practices and the creation of digital marketing campaigns. Since the National Procurement Policy’s section on Social Value is affecting businesses and their supply chain, now is the time to act if you haven’t already done so.

This article examines the relationship between diversity and digital marketing, why inclusion is essential in 2024 and the benefits of reshaping your business.

 

What is diversity and inclusion?

Diversity is defined as being the practice of including and representing people of different social, economic and cultural backgrounds, encompassing different ethnicities, genders, sexual orientations, etc. This conversation can also extend to body types, representation of unretouched bodies and disabilities.

Human beings don’t exist in boxes; these features aren’t necessarily mutually exclusive. It’s vitally important to consider how these factors and characteristics interlink, enabling your brand to build a comprehensive and authentic representation of your audience.

 

Holding up the mirror

According to Adobe’s recent study in the UK, 65% of respondents agree that they view diversity in marketing as important, with 26% more likely to engage with and purchase from brands with diversity in their campaigns.

These statistics are truly reflective of how big of an impact incorporating campaign diversity and inclusive values into your business can have. The prevalence of diversity in digital marketing is not to be ignored.

 

Inclusive marketing

It’s also crucial to bear in mind that there is no ‘one-size-fits-all’ solution to make your brand appear more diverse.

Adding just one member of each minority group into your campaigns simply won’t cut it in 2024. Reinforcing stereotypes won’t work either. Casting for your campaign imagery will require serious thought and consideration if you want your audience to consider your portrayal of diversity authentic.

 

Expanding horizons

The mission is to make your audience feel heard and understood. Of course, if your brand is attempting to target the LGBTQ+ community through your digital campaigns, then you might decide that you don’t need to broaden your representation any further.

However, this is a short-sighted approach. There is merit to including a range of diversity, transcending rigid labels. Through the implementation of this strategy, your brand could attract new leads who might never have considered your offering before. Feeling seen will stimulate a connection with your business, encouraging new conversions and brand loyalty.

 

Personalisation, always

Ultimately, the recipe for digital marketing success stems from personalisation. If a potential customer feels connected to your brand and that your content is relevant to them, they are far more likely to engage and become a conversion.

 

Look beyond the surface

Diversity is an incredibly powerful concept in the current digital marketing landscape. However, it should never be used as a box to be ticked purely for your marketing material. Diversity, without inclusivity, can be perceived through a tokenistic lens, suggesting to your audience that you are simply fulfilling a checklist for their approval.

It is essential to both the success of your business and the future growth of your company that diversity is examined across all areas, weaving inclusion into the fabric of your brand.

 

Authentic representation

Practice what you preach.

The diversity championed in digital marketing campaigns should absolutely be reflective of the foundations of your business. Examine your company’s offer to new and existing employees and any pain points you can alleviate. This might manifest, per the research conducted, as the application of different schemes or scholarships that will provide new opportunities for more diverse groups of people.

Alternatively, this could be internally administered courses to educate employees on diversity and inclusion, or the incorporation of more support for women concerned about maternity leave, for example.

Diversity in digital marketing must be reflected in all aspects of your company’s culture.

 

The benefits of inclusion

In 2024, the lack of diversity and representation in business can directly affect profitability.

This can be for a multitude of reasons, including content not being relevant to customers, falling behind industry standards and trends, as well as the very infrastructure not maximising profits due to a lack of diverse voices.

The depiction of a diverse team can be incredibly beneficial to your brand, by attracting new and transformational talent to your company, which will expand your professional horizons and open up new possibilities that otherwise might not have been considered.

As discussed above, diversity in digital marketing can also generate more leads, encourage conversions and increase brand loyalty, enabling long-term success.

 

Better your business with Rooster Marketing

Keeping up with the ever-evolving tides of change is essential in the current digital landscape.
Our full-service marketing agency is here to guide you through the tumultuous world of marketing, step by step, ensuring your business thrives no matter what. Get in touch with us today to learn more.