To help you infuse cultural sensitivity and inclusivity into your marketing materials, we’ve gathered four insightful strategies from professionals in the industry who are often asked to address this important topic. Their ideas ranged and we included the best from this list including; incorporating diversity in imagery and celebrating diverse holidays and events. Read on as these experts share their top recommendations for creating inclusive marketing content.
4 Strategies to Incorporate Cultural Sensitivity and Inclusivity
- Incorporate Diversity in Imagery and Language
- Showcase Inclusivity Authentically
- Leverage First-Hand DE&I Stories
- Celebrate Diverse Holidays and Events
Incorporate Diversity in Imagery and Language
Taylor Nebeker, a marketing manager in the healthcare industry, shares that, “Two quick-win areas where you can incorporate diversity and inclusivity are imagery and language.”
Being able to “prioritize authentic representation, avoiding stereotypes; showcase individuals from diverse backgrounds, abilities, and ages; embrace intersectionality to reflect multifaceted diversity; and maintain consistency across all materials,” is essential Nebeker says.
He suggests to, “Use inclusive language for all genders, ages, and literacy levels; ensure your language respects and appreciates different cultural backgrounds without stereotyping or misrepresenting them; and be mindful of gender pronouns. Use gender-neutral language whenever possible and respect people’s preferred pronouns.”
“Most importantly, consider involving diverse focus groups or hiring consultants from various backgrounds to provide insights into your marketing materials. This can help you avoid unintentional biases and better understand the nuances of representation,” he says.
Showcase Inclusivity Authentically
Lauren Kutschke, an SEO copywriter, states that you “can’t simply ‘advertise’ inclusivity. Publishing a diversity or inclusivity statement only says that you’re inclusive; it doesn’t prove it. If you really want to be seen as culturally sensitive, you need to actually be that way—from the inside out.”
“Accept, or even better, actively pursue diverse projects. Talk about these things with your team. Then, showcasing inclusive work on your portfolio, or talking about topics that relate to this area, comes through more authentically and powerfully,” she states.
Leverage First-Hand DE&I Stories
Jacqueline Dichiara, a content strategist, puts forward the innovative idea to, “Interview people with first-hand stories and experiences regarding how DE&I issues have shaped their lives, their careers, and their sense of self. Then, make sure to capture the information succinctly and accurately, leveraging stats and weaving in additional stories where necessary.”
Celebrate Diverse Holidays and Events
David Rubie-Todd, co-founder and marketing head for a manufacturer, ensures that he himself makes it a “priority to celebrate diverse holidays and cultural events through our marketing materials. This not only shows respect for different cultures but also makes those from various backgrounds feel seen and appreciated. For a global brand, acknowledging events like Diwali, Hanukkah, or Black History Month appropriately can demonstrate cultural sensitivity and foster inclusivity. We never assume that our audience is from only one particular background,” he explains.