5 Marketing Leaders Talk About How to Be Inclusive
Inclusivity and diversity aren’t just buzzwords, but a way to reach people authentically and personally, support people of all backgrounds, and make the world a place where all are seen and valued.
Inclusive marketing doesn’t just stop and start with a timely ad, it starts within the team itself, a company’s hires, and internal culture. Five marketing leaders and experts weighed in on how to be a supportive and inclusive leader — and how to foster a diverse community.
Cheryl Overton, president of Egami Group, on authenticity:
“We’re here as marketers to solve business challenges. Think about who you are trying to reach and where you’re trying to improve. Identify which segments can be a lever to generate the business results you’re after. We would encourage marketers considering multicultural segments to do so. It should be an integrated part of a complete marketing strategy. The work should be created with the nuances and insights baked in. That’s how you get that ‘a-ha.’
You don’t have to use slang terms if it’s not right for your brand. When brands do this poorly, their Twitter mentions will be in shambles. It’s important to makes sure the tone of voice is realistic for your brand. You don’t have to be something you’re not to reach and resonate with these audiences.”
Marc Pritchard, chief brand officer at The Procter & Gamble Company, on corporate social responsibility:
“People want to know what brands believe in and the social issues they care about. For example, we want to shine a light on racial bias, which can be done through storytelling. It’s engaging people in different ways, helping consumers understand our values and beliefs, and why they matter. Getting into tougher issues opens up a new range of content.”
Evelyn Homs Medero, VP of multicultural marketing and business development at ALSAC/St. Jude Children's Research Hospital, on segmentation:
“It’s not ‘either/or,’ it’s just ‘and.’ When we run a general market campaign, it includes everyone, but with targeted efforts. To meet people where they are, the answer is total market and targeted marketing.”
Tiffany Morris, general counsel and VP of global privacy at Lotame Solutions, on the importance of mentoring:
“Mentoring is really effective. We are all here because at some point in our careers we were mentored, in many cases by men. That takes someone reaching out to someone who doesn’t look or act like them and helping them along in their career journey. Go back to your workplace, and mentor someone who isn’t exactly like you in how you look, in your life choices, career, etc. That can go a long way — we all benefit from a personal board of directors. It’s a tangible way to move the ball forward.”
Su-Jin Lee, VP and general counsel at POPSUGAR, on challenging your team:
“For me, mentorship is about the ability of someone to provide challenging opportunities for your mentees. Challenge them, give them those stretch roles where they can flex their muscles to show you, your peers, and clients what they can do. Expand and expose — expand them to networks. Bring them to your pitches. It’s those opportunities to develop exposure, whether it’s in meetings that you’re having, in front of a judge, pitching, etc. I want to hear from them and I want to hear their perspective.”
Source
"5 Marketing Leaders Talk About How to Be Inclusive," ANA, 2020.