Market Research

DEI in Marketing: Inclusive Holiday Campaigns

Jamie is a conscious consumer in her personal shopping. When tasked with finding a new IT support vendor, she brings her commitment to purchasing with positive social, economic, and environmental impact to the recommendations she makes to her team. She exemplifies the changing demands you face from B2C or B2B buyers. She’s looking for a business that actively demonstrates its efforts towards community well-being. She cares about diversity, equity, and inclusion (DEI) and is a part of the growing customer audience seeking DEI in marketing. Appealing to Jamie and her peers isn’t the only reason for DEI marketing, of course. It’s good business in other areas too. This article first explains what is inclusive marketing and the value of DEI in marketing. The discussion then hones in on how you can  do DEI marketing and provides examples of inclusive holiday branding. What is inclusive marketing? Inclusive marketing reflects audience diversity and tells real stories from many ages, ethnicities, and gender identities in a brand’s and company’s external and internal messaging. DEI marketing also reflects diversity in language, marital status, socio-economic status, religion/spirituality, and physical and mental ability. Whether marketing food or technology, flights or tools, brands can use inclusive ads and promotions to recognize their customers include people from various backgrounds, locations, and cultures. Why is DEI important in marketing? In its 2022 Global Marketing Insights report, Deloitte discusses the value of inclusive marketing. Its survey of over 1,000 global executives determined that committing to battling social inequities and championing […]