IS YOUR DEIB MARKETING AUTHENTIC?
The good news is that every year, more brands are contributing to the conversation about diversity, equity, inclusion, and belonging (DEIB) in their marketing. Perhaps your company has participated by posting in honor of Black History Month, Hispanic Heritage Month, Pride Month, etc.
The bad news is that their marketing around diversity holidays tends to stop at a simple logo color change or “Happy ___ Heritage Month!” Instead of being genuine, the social media posts, store signage, etc. looks almost gratuitous.
Of course, awareness of these diversity holidays is a good first step. But you have to go beyond one-off statements to show a true commitment to DEIB. In fact, it should be integrated into all aspects of your marketing strategy for the long term. Otherwise, your brand risks being merely performative, or worse, alienating the very people you are trying to engage.
Here are four ways to ensure an authentic commitment to DEIB in the way you recognize diversity holidays:
Determine how your brand fits into the conversation. Consider what questions your audience might have and how your brand can be there for those in our community.
Make your audience aware of what concrete actions your company is taking. This is where you take your statements of commitment to DEIB beyond just talk to show meaningful action.
Amplify diverse voices. Look within your organization, your clients, your partners, and your network for diverse voices and perspectives you can amplify on social media.
Create inclusive content. This includes taking into account race, sexual orientation, gender, family status, and looking for ways to keep your content accessible to persons with disabilities.
So what does that look like in practice?
Reconsider the “Happy ___ Month!” post. Go deeper. Source quotes from that demographic that inspire or challenge you. Reach out and interview someone. Share posts on social media created by those in that demographic. Direct your audience to follow them and listen to what they have to say.
Explain what your company is doing to support diversity. This can include featuring specific initiatives, discussing challenges you’ve faced and the work you’re doing to overcome them, and how you are there for those in your community.
Highlight staff, partners, and those in your industry now and in the past who have inspired you. Leave room for them to tell their stories their way.
Mind your language. Remember that words have power. Read and reread your marketing materials to ensure you aren’t leaving people out just by the words you use. Also, if you’re looking to highlight a group who speaks a certain language, consider translating your materials into that language, even if most of the people in your area speak English fluently.
And the biggest way you can support DEIB authentically? Make it a part of your marketing every single day. Don’t wait for a certain month to feature pictures of BIPOC customers. Don’t wait for a certain day to remember to take into account screen readers used by persons with disabilities. Keep these things in mind every day, and you won’t have to worry!
