Marketing | The importance of inclusion in communication strategies

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There is no need for any pretext, nor an ideal moment, to talk about inclusive marketing. More than a trend, inclusive marketing is already a must. It is important for 21st century marketing to reflect society as a whole and recognize that consumers are different in their creeds, race, gender, age, sexuality, beauty parameters, etc. This implies abandoning the use of stereotypes, or commonplaces, and not hesitating to integrate minority groups, whatever they may be, in marketing mix decisions and communication strategies.

Like many other current concerns, this need to embrace the plurality of our audiences must be understood and genuinely practiced by brands, in order to avoid social washing. “An attitude is worth a thousand words”: a phrase that translates the reality to which companies must be more attentive than ever.21st century marketing must be inclusive but not manipulative.
In a practical sense, inclusion in the field of marketing implies a reflection on society as a whole and on the reality of groups that for years were never portrayed in communication.
Inclusive marketing is one in which, when we create our personas, we consider all aspects of society and in which we seek to communicate with and for a diverse audience, with varied perspectives. It must break with stereotypes, but without falling into the opposite temptation of using and abusing “counter-stereotypes”.

The new marketing is multiracial and multicultural, advocates gender equality and recognizes and values ​​differences in cultures, religions, sexuality, etc. It recognizes, but without going so far as to exploit them in any attempt at social redemption.
It is important that brands include in their approach that we are all different and that they approach inclusion from a global perspective. But as with all societal and environmental aspects that are nowadays a priority issue for consumers, the approach has to be transparent and genuine. Not only in terms of positioning and communication, but also across the entire company.
The brand, the company behind it, its partners, its employees, its audiences form an ecosystem in themselves. All elements must be in tune, so that we can talk about credibility and trust and create true communities around our brands, perhaps ambassadors and brand lovers. “The new marketing is multiracial and multicultural, defends gender equality and recognizes and values differences (…). It recognizes, but without going so far as to exploit them in any attempt at social redemption.”