MediaPost published a routine perspective advocating for inclusive marketing, typed by the ANA EVP Growth and Community. There’s nothing new—or even interesting—in this performative PR from the trade organization that has historically failed to bring meaningful or measurable DEIBA+ change to Adland.
What’s more intriguing is a counterpoint comment seemingly taking an anti-woke stance and/or providing rationale for avoiding inclusive marketing.
So, MediaPost ultimately presented pros and cons for inclusive marketing, although it’s unclear which entity represents the con—i.e., con artist.
The Evolution Of DE&I: How Inclusive Marketing Drives Business Growth
By Elliot Lum
Some companies have recently retreated from diversity, equity, and inclusion initiatives. However, DE&I and inclusive marketing is not a box to check or a trend to abandon, but an evolving business imperative that drives growth and innovation. It is a pillar of modern marketing. Those who ignore it are betting against their future.
Inclusive marketing requires collaboration across departments, and stakeholders to be successful. When done well, it unlocks new opportunities for business growth. Following are four lessons that demonstrate how inclusive marketing drives business success:
Leverage Marketing Expertise for Talent Acquisition and Retention
Inclusive marketing extends beyond customer outreach. It plays a vital role in attracting and retaining diverse talent, an area often solely left to HR. Marketing expertise -- rooted in persuasion, messaging, and storytelling -- has the power to support HR in crafting campaigns that resonate with underrepresented talent pools.
Diverse and inclusive teams are proven to lead to more creative ideas, richer insights, and ultimately better business results. Yet, without alignment between marketing and HR, companies risk overlooking the potential of this internal collaboration.
Appreciate the Balance of Efficiency and Engagement
In the pursuit of cost-cutting in media buying, many diverse-owned media suppliers struggle to secure meetings with brands despite their deep connections with diverse audiences. It's a shortsighted approach; these media suppliers have influence that’s distinctly untapped by mainstream channels and can deliver proven ROI and pathways to new growth with their audiences.
Marketers need to take the time to meet these diverse media suppliers who hold incredible influence over a captive audience. Balancing engagement and efficiency in media spend will help brands tap into underserved audiences that can drive higher conversions and loyalty.
Build Connective Tissue Throughout the Creative Supply Chain
Developing inclusive marketing requires coordination throughout the creative supply chain -- long before an ad is even shot. True inclusivity needs to be embedded in every stage of the creative development process. Ensuring these stakeholders are aligned on an inclusive vision will result in stronger, more cohesive campaigns that resonate and unlock growth across all audiences.
Harness Inclusive Insights To Drive Impact Across All Audiences
Multicultural marketing teams possess invaluable insights into diverse customer segments that are crucial for driving business growth. These teams are often at the forefront of understanding underrepresented consumers, and their insights can resonate with all consumers.
Creating a truly equitable and inclusive marketing ecosystem is still a work in progress. However, the wealth of activity that is happening proves that inclusive marketing is not a fad or a political talking point -- it is a fundamental business capability that drives growth, sparks creativity, and creates lasting consumer connections. Inclusive marketing is no longer a nice-to-have. It’s table stakes for growth in today’s marketplace.
As the ANA releases its book of award-winning case studies, we invite the industry to draw inspiration from these examples of inclusive marketing excellence. DE&I is not ending. Instead, it is evolving into its next, more impactful phase where this work is being done collectively and holistically. The brands that recognize this paradigm shift in bringing all stakeholders together will be best positioned to thrive in the future.
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Comment from [Name and Organization Withheld], December 24, 2024 at 3:12 p.m.
The assertion that diversity, equity, and inclusion (DEI) initiatives and inclusive marketing are essential “table stakes” for business growth overlooks fundamental market realities. The rejection of DEI efforts by many companies is not a knee-jerk reaction or a retreat from progress but a consumer-driven response. Businesses rely on consumer demand to shape their strategies, not agendas of marketing teams or external pressure groups. When social initiatives tied to DEI lead to financial losses, businesses pivot, demonstrating these initiatives are removed for economic reasons.
Social agendas, including DEI, often become political, alienating significant portions of the customer base and disrupting the primary purpose of business—to provide value and generate profit. Many consumers are increasingly turned off by the ubiquity of DEI messaging in commercials, television shows, and advertising. This constant emphasis on social issues can come across as forced or inauthentic, causing audiences to disengage from brands that prioritize social signaling over quality, value, or relevance. Transparent pandering under the guise of inclusivity erodes trust and loyalty, driving consumers to seek alternatives.
The framing of DEI as an evolving business imperative also ignores market trends showing growing skepticism toward these initiatives. Marketing an agenda instead of responding to consumer needs reflects a disconnect between brands and their audiences. Many consumers view such efforts as prioritizing intersectionality over merit and quality, creating the perception that inclusion initiatives exclude individuals who may be more deserving based on merit alone. This dynamic undermines the goals DEI claims to achieve, fostering division rather than unity.
Moreover, the claim that diverse media suppliers or multicultural marketing teams hold untapped influence over audiences assumes a one-size-fits-all approach to consumer behavior, which is demonstrably untrue. Success in marketing requires meeting audience preferences, not adhering to abstract diversity principles. By prioritizing an agenda over measurable outcomes, companies risk alienating customers and stakeholders who expect results-driven decision-making.
Inclusive marketing, when done authentically and aligned with consumer demand, can be positive. However, the overemphasis on DEI as a universal growth driver ignores market behavior. The focus should be on delivering value, quality, and relevance—not pushing social agendas that many view as divisive. For brands, success lies in listening to consumers, prioritizing merit, and maintaining their core purpose of providing products and services that resonate.
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