Adweek published sponsored content—which is essentially self-promotional poop—from Amazon Ads, explaining “Why Inclusivity Matters” and “Inclusive advertising is a business imperative.” Of course, the performative PR leads to Amazon Ads hawking a DEI-friendly solution. Although lectures on inclusivity from Amazon is, well, never mind.
Why Inclusivity Matters
By Amazon Ads
Inclusive advertising is a business imperative.
Today’s consumers don’t just seek out a commitment to diversity, equity and inclusion (DEI); they expect it. In fact, 81% of consumers are more likely to purchase products or services from brands whose values align with their own, according to the 2023 Higher Impact report from Amazon Ads.
That’s because many people want to feel seen, heard and appreciated by the brands they shop. And one of the most impactful ways for brands to express that is by prioritizing and aligning their DEI values with those of their customers.
Diversity, equity and inclusion need to exist together to have full effect. Like the acronym, all parts are required to drive action. Additionally, cultural change is built with inclusion, and by making others feel like they belong.
The importance of differences in values, experiences, expectations and ways of interacting with different audiences should be top of mind for marketers. And not just because it’s what consumers want.
Inclusive advertising helps brands connect with a wide range of people, promotes innovation and ensures that ads can be enjoyed by a variety of audiences. This was evidenced by the Higher Impact report and forms the basis of brand marketing across the industry.
But what does this look like, and where should brands start?
In Q1 2023, Amazon Ads launched the Allies of Diversity audience, which aims to provide a solution to reach an array of consumers at scale that have demonstrated signals of allyship, an active commitment to drive change through acts of sponsorship and advocacy. Amazon infers allyship based on aggregated first-party shopping and streaming signals when the audience reflects one or more of the following attributes:
They purchase books and educational materials on a range of topics like women’s studies, race relations, human rights, cultural policy and immigration.
They are fans of artists who are promoters of DEI.
They consume multilingual content with English subtitles.
“At Amazon Ads, we have a legacy of inclusion,” said Sunny Youn, global head of agency analytics at Amazon Ads. “By introducing Allies of Diversity, we wanted to enable our partner agencies and advertisers to reach consumers who reflect our own leadership principles.”
Taking a fully inclusive approach can be transformative for building or rebuilding brand affinity, authenticity and innovation—and, ultimately, boosting the bottom line.
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