Video is an excellent medium for promoting brand inclusion. It gives you the opportunity to represent a diverse selection of employees and customers who can speak in favor of your company, products, or services.
Through video, you have the opportunity to highlight voices that have been historically underrepresented. You have the power to show your audience the steps you have taken as a company to include and honor people from all different backgrounds. Through this type of inclusive marketing, you speak to existing customers and attract new ones.
Companies that focus on brand inclusion represent their diverse customer base in positive, genuine ways. They are likely to see positive effects on their businesses as a result.
Brand inclusion means marketing to diverse audiences by including people from different backgrounds in marketing ads. Also referred to as inclusive marketing, brand inclusion strives to embrace people from varying backgrounds and break existing stereotypes.
Goals of inclusive marketing include:
Through brand inclusion, marketers aim to connect with people of all races, ethnicities, genders, ages, abilities, religions, and more.
Brand inclusion can do more than sell a product. It can help to elevate the voices of underrepresented groups, foster deeper connections between companies and their customers, and support positive social change.
In addition to the moral importance of representing a range of voices, brand inclusion can affect your sales. Consumers not only believe that companies have an obligation to inclusive marketing, but they actually respond better to it.
A 2019 Google study found that inclusive advertising affects consumer behavior. Highlights of the study include:
The study found that consumers expect brands to include and reflect the reality of their lives. The most effective ads are ones that are genuine and represent consumers in positive ways. By honoring brand inclusion, companies successfully enhance the perception of their brand, brand effectiveness, customer loyalty, and the intent of customers to purchase their products.
Shelley Zalis, CEO of the Female Quotient, explains that brands can “do good” and do well at the same time. Brands that operate with an authentic voice that is consistent with their brand’s culture can drive both sales and positive social change simultaneously.
Videos provide an excellent opportunity to foster brand inclusion in your company. They communicate a story about your company, products, and services that customers can relate to. One of the best ways to show your audiences that you value brand inclusion is to make videos that illustrate an inclusive culture.
Improve your inclusive culture through video by:
As you develop videos to support brand inclusion, don’t hesitate to update them over time and as you receive feedback from employees and customers. Don’t be afraid to acknowledge missed opportunities or past mistakes regarding inclusive marketing. Openly acknowledging any such mistakes will make your company more relatable and trustworthy going forward.
Videos are a powerful tool for fostering brand inclusion. They provide a platform for voices and stories to be heard that may otherwise go unnoticed.
Use video to highlight these voices, support a range of different backgrounds and experiences, and show the world how your company is working to foster an inclusive culture.
Many examples of successful brand inclusion campaigns exhibit the importance of inclusive marketing. From beauty products to soft drinks, brand inclusion can be used for any service or product being sold.
Check out the following brand inclusion campaigns that successfully represent their product and their diverse customers:
In order to reach new and existing customers, consider who your target audience is. Those are the types of people that should be included in your marketing campaigns.
Start by researching your audience. Remember, brand inclusion does not mean you need to represent all demographics, but rather the ones that apply to your product or service.
Gather data about the people who are interested in your product, such as their gender, age, income level, and geographic information. Learn about the points of view of these demographics and how you can appeal to them in your marketing videos.
Once you have a deeper understanding about your customers, you can update your marketing material to reflect their diverse characteristics. Maintain existing customers by showing them that you share their values. Attract new customers by highlighting what you stand for and representing audiences that you hope to gain.
When creating inclusive marketing videos, it is important to remember that you do not need to address all issues and demographics every time.
In order to be effective, your video should address the demographics and topics that are relevant for this specific message. For example, if your company sells men’s skincare products, you do not need to include a diverse set of women in your video.
Axe created a commercial in 2016 that did just this. The Axe Find Your Magic campaign, demonstrated brand inclusion by celebrating men of all types of masculinity. The ad encourages men to use Axe body products to enhance whichever type of masculinity fits them best. Including women or children in this particular ad would not have made sense.
When creating inclusive video, one of the most important factors is to remain authentic. Consumers can tell when a message is inauthentic and will then be turned off the product and company. Remaining genuine and authentic builds trust and loyalty between a company and its customers
To enhance authenticity, avoid using stock images in your ads. Original photos and videos from real employees and customers speak volumes about the realness of your company and your genuine intention to connect with consumers. Utilizing original stories and experiences shared by people who have had positive experiences engaging with your company is a highly effective way to promote brand inclusion.
Brand inclusion is more than just a marketing strategy. It is a culture in which to operate. Companies with successful brand inclusion don’t just produce the right social media ads and videos; they live by an inclusive culture inside and out and are more successful because of it.
A 2018 report on diversity and inclusion published by Deloitte, explains that company and organization cultures of inclusion are more successful than ones without inclusive cultures. Companies with inclusive cultures are:
Brand inclusion means that you are ready to ask difficult questions about diversity and work hard to address gaps and mistakes in your current marketing strategy. Creating videos to foster brand inclusion is a great way to grow an inclusive culture and attract a broader audience.
Through platforms like Gather Voices, you have the tools you need to develop culturally sensitive and effective videos that speak to your target audience. Let us help you build brand inclusion and deepen your relationship with your customers through easy-to-use digital marketing tools.
6 Principles of Inclusive Marketing: Introducing Our New Equality Trailhead Module. (February 2019). Salesforce.
How to Do Diverse and Inclusive Content Marketing That Matters. (June 2020). Content Marketing Institute.
How to Improve Company Branding with Diversity & Inclusion? Diversity Social.
Inclusive Ads Are Effecting Consumer Behavior, According to New Research. (November 2019). Think with Google.
The Diversity & Inclusion Revolution: Eight Powerful Truths. (January 2018). Deloitte Review.