{"id":59442,"date":"2023-11-15T08:14:21","date_gmt":"2023-11-15T13:14:21","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=59442"},"modified":"2023-11-15T08:15:48","modified_gmt":"2023-11-15T13:15:48","slug":"dei-holiday-marketing","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/dei-holiday-marketing\/","title":{"rendered":"DEI in Marketing: Inclusive Holiday Campaigns"},"content":{"rendered":"

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\u2019s 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.<\/p>\n

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\"DEI<\/p>\n

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Appealing to Jamie and her peers isn\u2019t the only reason for DEI marketing, of course. It\u2019s 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\u00a0 do DEI marketing and provides examples of inclusive holiday branding.<\/p>\n

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What is inclusive marketing?<\/h2>\n

Inclusive marketing reflects audience diversity and tells real stories from many ages, ethnicities, and gender identities in a brand\u2019s and company\u2019s external and internal messaging. DEI marketing also reflects diversity in language, marital status, socio-economic status, religion\/spirituality, and physical and mental ability.<\/p>\n

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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.<\/p>\n

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Why is DEI important in marketing?<\/h2>\n

In its 2022 Global Marketing Insights report<\/a>, Deloitte discusses the value of inclusive marketing. Its survey of over 1,000 global executives determined that committing to battling social inequities and championing DEI \u201cends up being a gateway to growth.\u201d<\/p>\n

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In particular, Deloitte found, younger generations of consumers want more than \u201cjust details about the latest seasonal sale. Rather, they are questioning whether a brand supports diversity and inclusion both publicly\u202fand\u202fbehind the camera.\u201d<\/p>\n

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Take Dove\u2019s Real Beauty campaign. The inclusion of people of all shapes, sizes, and ethnicities since 2004 has driven both sales and brand affinity. It\u2019s 2021 \u201cReverse Selfie\u201d<\/a> campaign showing young girls manipulating their selfie images for social media, increased brand affinity by 21%. The integration of the campaign with global singer Lizzio\u2019s body confidence advocacy also generated an 11.9% uplift in cross-category value sales.<\/p>\n

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In Amazon\u2019s<\/a> own research of diversity and inclusion in marketing, consumers in the US, UK, and Canada agreed that DEI factors influence their purchasing behaviors (49%, 42%, 38% respectively). Overall 46% said they \u201cgo out of their way to choose brands that have corporate commitments to DEI.\u201d<\/p>\n

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Of course, improved sales and business growth can\u2019t be the only reasons behind DEI in marketing. This is an opportunity to demonstrate to your audience members\u2014in all their many facets\u2014that you see, hear, and respect them.<\/p>\n

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How do you incorporate DEI in marketing?<\/h2>\n

No matter what kind of marketing you\u2019re doing, the golden rule remains the same. Know your audience. To create campaigns that resonate with your customers, you can:<\/p>\n

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