The numbers don’t lie: Brands that prioritize diversity, equality and inclusion are statistically better positioned to connect with a broader range of consumers—and make a lot more money.
Consider the following from McKinsey and Company:
- Companies in the top quartile for racial and ethnic diversity are 35% more likely to have financial returns above their industry medians.
- Companies in the top quartile for gender diversity are 15% more likely to exceed their industry’s financial medians.
By incorporating DEI into their strategies, these companies have demonstrated their commitment to understanding and addressing the needs of various communities.
But actual progress requires more than surface-level representation. It’s about creating authentic connections and ensuring all voices are heard.
“It’s about creating marketing campaigns that resonate on a deeper level with diverse audiences,” says Christian Amato, CMA’s president. “When people see themselves represented in a brand’s message, they are more likely to engage and build a relationship with that brand.”
This raises the question: What steps do you take to achieve that?
Two clients have offered a way.
Leading the Way: ESPA and FEW
Several organizations have boldly integrated diversity and inclusion into their marketing strategies through CMA’s event planning, public relations and creative design efforts.
The Event Service Professionals Association (ESPA) and Federally Employed Women (FEW) are two examples.
ESPA addressed its industry’s lack of diversity and accessibility by creating a DEI guidebook and an Accessibility Toolkit. ESPA partnered with CMA to craft a strategic public relations and media outreach campaign to ensure these resources reached the right audience. The result was a silver “Best Advocacy Campaign” award from Association TRENDS for both organizations.
FEW, meanwhile, has long been a trailblazer in championing the rights and advancement of women in federal service. Their dedication shines through in their annual National Training Program (NTP). This premier event, offering over 160 training sessions, draws thousands nationally and empowers women from diverse backgrounds to thrive in both new and established leadership roles across the public and private sectors.
Practical Advice for Creating Inclusive Campaigns
Creating campaigns that truly resonate with diverse audiences requires a thoughtful and strategic approach.
Amato offers the following tips for marketers looking to incorporate D&I into their strategies:
- Understand Your Audience: Conduct thorough research to understand your target audience’s demographics, preferences and cultural nuances. Yes, this requires extra time, but it will help you create messages that resonate on a personal level.
- Involve Diverse Voices: Make sure your marketing team includes individuals from various backgrounds, ages, genders, races and experiences. For example, by blending the fresh perspectives of younger voices with the seasoned insights of more experienced team members, you can create campaigns that are authentic and resonate across various segments of your audience. Their diverse input will be vital in crafting inclusive and impactful marketing efforts.
- Avoid Stereotypes: Be mindful of how diverse groups are portrayed in your marketing materials. Instead of stereotypes or clichés, focus on creating positive and empowering representations.
- Commit to Continuous Improvement: Diversity and inclusion are ongoing commitments, not one-time efforts. Regularly review your marketing strategies to ensure they align with your D&I goals and adjust as needed.
Looking Ahead
As the marketing landscape evolves, the importance of diversity and inclusion will only grow. Brands prioritizing these elements will be better equipped to connect with their audiences, build stronger relationships, and drive meaningful progress.
“Inclusive marketing isn’t just good for business—it’s essential for creating a more equitable society,” Amato says. “By championing diversity and inclusion in our marketing efforts, we can move toward a future where everyone’s voice is heard, valued and celebrated.”
Take the Next Step with CMA
Discover how CMA can supercharge your DEI marketing, association management and event planning strategies. Get in touch with us to explore more or share your thoughts by leaving a comment here—we’re eager to hear them!