Embracing Diversity and Inclusion in the World of Digital Marketing
While many corporations discuss the importance of diversity and inclusion, it is crucial they transition from merely expressing these values to implementing actions that foster a genuine change in workplace culture.
This commitment requires integrating diversity and inclusion into their daily operations, including both their digital marketing initiatives as well as their overall objectives.
Some organizations have established committees aimed at advancing diversity and inclusion, while others weave these ideals into their mission statements and corporate social responsibility strategies. Additionally, some firms make them fundamental to their business conduct, choosing not to engage with partners that do not align with these principles.
So, what strategies can marketers and companies adopt to better advocate for diversity and inclusion? Below are some effective and straightforward approaches.
5 Strategies Digital Marketers Can Use to Advocate for Inclusion and Diversity
Diversity and inclusion are increasingly influencing consumer choices. A survey by Kantar’s Brand Inclusion Index indicates that 75% of global consumers consider diversity and inclusion when making purchasing decisions.
Digital marketers have the capability to promote diversity and inclusion within their campaigns and client interactions in a variety of simple ways.
1. Increase Awareness
Digital marketers play a pivotal role in enhancing awareness around diversity and inclusion.
This can take the form of featuring a wider range of individuals in advertising or crafting campaigns aimed specifically at those who have historically been marginalized in mainstream marketing.
For instance, Microsoft’s ‘We All Win’ campaign effectively showcases the experiences of gamers with disabilities, breaking down stereotypes about gaming.
Of course, not every organization has the budget of Microsoft. Yet, smaller companies can still initiate discussions about whether their marketing efforts mirror the diversity present in modern society or conform to old stereotypes.
A great example is Vanish, the stain remover brand, which launched a campaign to highlight the overlooked connection between autistic individuals and their clothing. Their ‘Vanish: Me, My Autism & I’ campaign specifically focused on underrepresented autistic girls.
This thought-provoking initiative clearly communicates that Vanish champions diversity and inclusivity.
2. Know Your Audience
As digital marketers, it’s essential to tailor your messaging to resonate with your target demographic without excluding or alienating others.
Take the 2021 Bruce Springsteen Super Bowl commercial for Jeep, which sparked controversy. While it connected with Jeep’s core audience through its charming imagery and themes of rugged Americana, it also alienated many viewers who perceived its symbols as divisive.
The role of marketing is to reach out beyond traditional customers and explore new market segments.
3. Tailor Your Messaging
To remain relevant amid changing social dynamics and demographics, companies must adapt their messaging.
Gillette, previously associated with the slogan ‘The Best a Man Can Get,’ adjusted its approach to advocate for transgender rights in their ‘First Shave’ campaign, which features trans rights advocate Samson Bonkeabantu Brown and his experience of transitioning.
4. Collect Insights
Creating genuinely inclusive content can be a challenge for digital marketers who are not aware of their own biases. Cultivating self-awareness is key to achieving inclusivity in advertising.
Understanding what makes the brand meaningful to diverse consumers is vital. Identify universal attributes that can appeal beyond boundaries of race, gender, and ability.
Consider how Jeep could have adapted its Super Bowl advertisement to resonate with working-class Black women in Florida.
5. Encourage Change
While marketers typically react to societal changes, they can also instigate them by introducing their audiences to perspectives and ideas that they may not typically encounter.
Consider the significance of sustainability to many consumers. According to PwC’s 2024 Voice of the Consumer Survey, consumers are willing to pay a 9.7% premium for sustainable products despite economic challenges.
One example is Oatly, a producer of plant-based milk, which targets environmentally conscious consumers with straightforward yet impactful marketing campaigns. In France, Oatly pulled off a stunt to promote its products, creatively altering its own murals and creating videos that gave the artwork new context.
4 Strategies Organizations Can Adopt for Inclusion and Diversity
Organizations recognize the advantages of a diverse workforce and strive to recruit and advance individuals who will promote inclusion throughout the organization.
A collective effort from leadership, HR, and employees is essential for creating a culture of diversity and inclusion. So how can everyone contribute to this effort?
1. Organizational Commitment
Organizations can champion diversity by:
- Welcoming individuals from all backgrounds
- Projecting an inclusive organizational image
Diversity extends beyond race—it encompasses respect for various belief systems, gender identities, sexual orientations, cognitive styles, and physical abilities. Brands must contemplate how to foster an environment that embraces all individuals.
An excellent case in point is the Marriott hotel group, which employs the ‘Empower Through Opportunity initiative’ to enhance its workforce diversity. They have also partnered with Equal Pride for their #LoveTravels campaign aimed at encouraging travel among the LGBTQ+ community.

Project an Inclusive Image
One strategy organizations can utilize to attract a diverse talent pool is by ensuring their website and online presence are welcoming and representative of all. Does the imagery used promote diversity or merely reinforce outdated stereotypes?
Consider other aspects of your organizational image. What does the office look like? What kinds of posters and images are displayed? Inclusive imagery will likely attract a more diverse workforce.
“Companies (and clients) need to make sure their diversity and inclusion policies are visible and that they’re proactive in recruiting from diverse backgrounds,” states Terry Payne, Global Managing Director of Aspire Recruitment, in a DMI podcast.
2. Leadership Involvement
Organizational leaders can promote diversity by:
- Leading by example
- Being open to change
Lead by Example
Promoting diversity and inclusion requires a deep commitment beyond compliance. It should be ingrained in every aspect of organizational culture, beginning at the executive level. By demonstrating an active commitment to diversity and inclusion, corporate leaders can set the tone for the entire organization.
Embrace Change
Hiring tendencies often favor people who resemble them or share similar viewpoints. This pattern perpetuates a lack of diversity.
To counter this, organizations must diversify their hiring practices and strive to connect with underrepresented communities to benefit from a broader range of skills and perspectives.
This change might instill discomfort among some; recognizing the validity of different experiences and moving beyond outdated hierarchies is essential. For example, if a company wishes to attract fresh talent, managers must accept that their smartest team members could be younger individuals.
Team leaders may also find themselves leading individuals who possess differing opinions. While this might feel intimidating, focusing on the collective success of the team, rather than individual achievements, can facilitate growth for everyone involved.
“An often-overlooked aspect of diversity inclusion is age. We frequently speak about ethnic diversity, yet age can also be a significant factor,” points out Terry Payne. “Consider experienced female professionals returning to the workforce; they possess valuable skills that remain relevant despite time away.”
3. Human Resources Initiatives
HR departments can propel diversity efforts by:
- Adapting to labor market changes
- Providing access to opportunities
Adapt to Labor Market Trends
For businesses to attract top candidates, they must be attuned to what diverse populations value and cater their offerings accordingly.
Provide Opportunities
Organizations aiming to diversify their workforce must actively engage with communities and provide opportunities for those who may not initially consider the organization. Many companies, including Santec, have initiated scholarship programs to support diverse groups.
4. Employee Engagement
Employees must also confront uncomfortable truths about biases and preconceptions that influence their perspectives. They are shaped by lifelong experiences, including family and environmental influences. How can they transcend their biases and embrace a diverse atmosphere?
Employees can advance diversity initiatives by:
- Gaining awareness
- Owning their mistakes
- Embedding diversity in workplace culture
- Fostering a safe environment
- Educating peers
Cultivate Self-Awareness
Building self-awareness is a critical step on the path to promoting inclusivity. Reflect on your tendencies to gravitate towards individuals who share similar traits or viewpoints. Are you creating relationships with those who think differently and possess varied abilities?
Move beyond superficial diversity interactions and reach out to individuals with different backgrounds and experiences. Understand how your biases might impact others and be open to constructive criticism. This journey requires dedication and commitment every single day.
Acknowledge Your Missteps
Most individuals do not have the intention to hurt others through their words or actions; often, they are simply unaware of their impact.
Biases can take years to form and may require time to dismantle. As societal norms rapidly evolve, it’s not uncommon for individuals to accidentally offend others.
If someone points out your use of offensive language or behavior, acknowledge your error, offer a sincere apology, and learn from the experience. It’s crucial to recognize the impact you make, even unintentionally, and commit to growth.
Integrate Diversity into the Culture
While leadership is vital for embedding diversity and inclusion within an organization, every employee shares a responsibility in this effort.
For example, Expedia offers a mentoring program that includes reverse mentoring, where leaders become mentees. This two-way communication ensures ideas circulate throughout the organization, enlightening everyone involved.
Establish a Safe Space
Though organizations bear the responsibility to cultivate their workplace culture, it’s ultimately up to employees to embody this ethos in practice.
Do your actions foster a welcoming and inclusive atmosphere? Consider whether any elements of your workspace could intimidate colleagues or discourage open dialogue.
Encourage an environment, whether physical or virtual, where individuals feel comfortable expressing their concerns. Demonstrating a readiness to learn from errors and educate fellow team members is key. Organizations should strive to ensure that all employees feel their work environment is a ‘safe space.’
Educate Peers
Alongside personal education, you can share knowledge with others to foster a culture of inclusivity. This might involve straightforward discussions with coworkers or creating spaces where individuals can share their experiences with discrimination.
Leadership should proactively drive these initiatives, but collective employee engagement is essential for reinforcing inclusive practices within the company. We must remain curious and actively seek to connect with colleagues who may not have had the same breadth of experiences.
In Conclusion
To foster diversity in digital marketing, awareness must be heightened, and messaging adapted. Embrace symbols that reflect broader truths, identify shared values, and move beyond simplistic labels.
Companies that continually source talent from the same background will only reinforce existing biases. Instead, create pathways for diverse candidates to enter your organization.
Leadership plays a crucial role in driving transformation that resonates throughout the company. Utilizing reverse mentoring to drive change toward executive levels can be particularly effective.
Moreover, enhancing personal self-awareness is an impactful method to promote diversity and inclusion. Listen to those whose experiences differ from yours and face any discomfort that may arise. Acknowledge your biases while engaging in self-reflection.
Updated 2024
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