A reflexion on inclusivity & branding
For many brands, diversity and recognition of minorities has become an important subject, sometimes well treated and sometimes not. Big companies started following over large movements such as Me Too and Black Lives Matters and many marketing campaigns have now integrated the values that comes within. We can observe a more positive representation towards diversity, even when that include taking risks with long-established customers. The world is evolving and it can easily lead to believe that the struggle is behind, however considering so may wipe out many aspects that can still be improved:
Still the beginning
Diversity is yet highly needed on workplaces and needs to be done in a human way ; when asking people of minorities how do they feel at work, too often people reply that they are not listened to or fully respected. Recognition is not only communicating on specific times as “black history month” or “pride month” but being able to identify the needs of their employees and support their initiatives all year. Besides, those crews are generally the ones who will know how to talk specifically to certain groups of clients and partners. Customers are aware that the ultimate point for a company to last will be through sells and profits so they will easily recognize if they are not brought a real value.
Not always data and quota
Everything can be measured, although people will also tell if they recognize the same quotas in the everyday visuals and communications. Data is the starting point of an action but going further is necessary: when the world is evolving, trends are created and marketers use statistics, key worlds, market studies to know what will feel right to the audience. It contributes to getting rid of stereotypes and help people feel more and more represented, but it won’t feel natural if the statistics are not integrated to the core, so it isn’t longer a “special effort”.
Amplifying the voice of people
Brands who are criticized for their communications on social subjects or meaningful ads are generally the ones who appropriate the messages and represent themselves without context instead of portraying role models, local personalities, even employees. Interesting projects and campaigns are the ones that amplify the voices of the people involved and carry a bigger message than themselves.
Having a bigger goal doesn’t mean renouncing on the company, the image and its values but contributing to a fairer work environment, better services and products. In contrary, people remember brands when they have the feeling that they carry something they stand for.
Lastly, a selection of insightful articles:
What Your Black Employees Wish You Would and Wouldn’t Do for Black History Month
Inclusive Brand Identity And Product Design Can Be Done Right
The right way for brands to approach Pride month (and all year round)
