In today’s world, consumers are more diverse, empowered, and vocal than ever before. They demand to be seen, heard, and respected by the brands they interact with. They expect brands to understand their needs, preferences, and values, and to deliver products and services that cater to them.
This is why consumer inclusion is not just a buzzword, but a business imperative for marketers. Consumer inclusion is the practice of creating and delivering marketing strategies that embrace and celebrate the diversity of consumers, and that foster a sense of belonging and connection among them.
Benefits of Consumer Inclusion
According to a recent report by Accenture, 29% of consumers in India switch brands because they feel the brand does not represent their identity or values. On the other hand, 65% of consumers in India are more likely to purchase from a brand that tailors their experiences to their preferences and needs. Moreover, 53% of consumers in India are willing to pay more for a brand that supports a social cause they care about.
These numbers show that consumer inclusion can have a positive impact on the bottom line of brands. By being inclusive, brands can attract and retain more customers, increase their spending, and enhance their advocacy. Consumer inclusion can also help brands differentiate themselves from the competition, and build a strong and authentic reputation in the market.
The best practices of consumer inclusion
To reap the benefits of consumer inclusion, marketers need to follow some best practices, such as:
● Conducting regular research and analysis to understand the diverse and dynamic segments of consumers, and their needs, preferences, and values.
● Creating personalised and relevant marketing campaigns that address the specific pain points, aspirations, and motivations of each segment, and that showcase the benefits and value propositions of the brand for them.
● Using diverse and inclusive imagery, language, and tone in marketing communications, that reflect the reality and identity of the consumers, and that avoid stereotypes, biases, and discrimination.
● Deploying digital and social media platforms to engage with consumers, and to listen to their feedback, opinions, and sentiments, and to respond to them in a timely and respectful manner.
● Collaborating with influencers, advocates, and communities that resonate with the consumers, and that can amplify the brand’s inclusive messages and values.
● Supporting social causes that align with the brand’s purpose and vision, and that are relevant and meaningful to the consumers, and demonstrating the brand’s impact and contribution to them
“Consumer inclusion is not only the right thing to do, but also the smart thing to do, as it can drive brand loyalty, customer satisfaction, and business growth. It is actually a mindset. It is the art and science of creating marketing that respects, reflects, and resonates with diverse and underrepresented audiences. It is the key to unlocking growth, innovation, and social impact”.
Examples of consumer inclusion in marketing
Many brands have embraced consumer inclusion in marketing and have reaped the benefits of doing so. Here are some examples of brands that have successfully implemented consumer inclusion in their marketing strategies, campaigns, and content:
● Nike: Nike is a global leader in sports apparel and footwear, and a pioneer in inclusive marketing. Nike has created products and services that cater to the needs and preferences of diverse and underrepresented consumers.
● L’Oréal: L’Oréal is a global leader in beauty products and cosmetics, and a champion of inclusive marketing. L’Oréal has created products and services that address the needs and expectations of diverse and underrepresented consumers, such as the True Match foundation range for different skin tones, the Perso device for personalised skincare, and the CeraVe brand for sensitive skin.
Conclusion
Consumer inclusion is not a buzzword, but a necessity and an opportunity for marketers in the digital age. By creating marketing strategies, campaigns, and content that are respectful, relevant, and resonant with diverse and underrepresented consumer segments, marketers can enhance their brand reputation, customer loyalty, and business performance.
From the McKinsey study, it’s concluded that companies that embrace diversity and inclusion in their marketing and advertising are 2.3 times more likely to have a high innovation intensity, 1.4 times more likely to have sustained profitable growth, and 1.2 times more likely to have increased market share. Therefore, marketers need to go beyond buzzwords and put consumer inclusion into practice, by following the steps outlined in this article, and by learning from the examples of brands that have done so successfully.
