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Inclusivity is not a trend

Inclusivity is not a trend — it’s imperative

Black and white headshot of contributor Alyssa Whited, Senior Product Marketing Manager, YouTube, Google Canada

This year is the time for marketers to accelerate their efforts around diversity and inclusion — we can’t take our foot off the gas pedal.

Inclusivity requires a proactive approach, rather than a reactive one.

Companies and marketing teams must go beyond the structured DE&I training courses and KPIs to evolve their approach to inclusion, and build it into everyday practices and language.

Marketers can bring this to life by prioritizing inclusive campaigns and creatives, doing audits of their existing work, hiring from a more diverse pipeline and discussing it openly at all levels of the company.

Inclusive marketing is not a trend — it’s what consumers expect now and in the future as they want to see themselves reflected in all areas of marketing, from how they are communicated to, to what appears in advertising campaigns.

Research shows consumers are choosing brands that prioritize diversity. Those who do not approach DE&I as a long-term discussion could experience several risks including a negative impact on sales or brand perception as consumer expectations of businesses’ social impact continue to grow.

Change is here, it’s intentional and it cannot be ignored.

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