Inclusive Marketing: And how to implement it into your business
- Lucinda Brassey
- Aug 15, 2024
- 3 min read
I’d like to think we’re now living in an inclusive world, but the UK riots this month have proved we’ve got a long way to go.
And we all need to be held accountable.
Diversity, Equality and Inclusion can feel like buzzwords at the moment. And when implemented the wrong way they can seem disingenuous. What we need to be mindful of is not parading inclusivity on certain days of the year but completely ignoring it the rest of the time.
Even as a small business, you should consider how inclusive you’re being and how to apply that to your marketing in a genuine way.
What does inclusivity mean in marketing?
It means the content you write or create makes everyone feel valued, heard, seen and accepted. This is irrelevant to gender, race, ability and sexual orientation.
We need to be conscious that anything we say isn’t going to ostracise anyone or make them feel attacked, less-than, or shamed.
What I think is important to remember here is that inclusivity in your marketing isn’t about box-ticking, you need to come at this from a human level.
And if you’re a hard cynic, it’s worth considering the commercial benefit of applying DEI to your marketing. Kantar’s Brand Inclusion Index 2024 found that 7/10 consumers say diversity and inclusion perceptions influence their purchase decisions.
How to apply inclusivity in marketing
I get that this can feel tricky at times. For example, your niche might be around helping women build their businesses.
Let’s say that’s the case – it doesn’t mean that you can’t focus your content around women and issues they’re going to identify with anymore. However, you should make sure the language you use isn’t going to create barriers for those women who are, for example, transgender, from an ethnic minority, or who are neurodiverse.
At its core, this means ensuring that any content you put out into the world is safe and will not harm anyone who might see/read it.
Using inclusive language
From a small business level, it’s unlikely you’re going to be launching huge ad campaigns – but your daily language is your marketing. Whether that’s email sequences, social media posts, or your website copy – there’s a way for all of us to be mindful and use inclusive language.
How you decide to implement that will be down to your personal preference and brand values, but here are some points to think about:
Avoid tokenism: if someone’s race or gender isn’t relevant to the narrative, then don’t mention it.
Celebrate differences: it’s okay to acknowledge our different quirks, beliefs and backgrounds.
Avoid stereotypes: don’t use phrases that relate to characteristics or perceived ideas by race, gender, or sexual orientation. E.g. “Women are nurturing”.
Use gender-neutral language: unless you’re speaking about a specific person, try and be neutral, e.g. use ‘salesperson’ instead of ‘saleswoman’
Final thoughts
Don’t be afraid to not know it all and slip up from time to time. As part of being inclusive, I think it’s also important to give yourselves and others some grace.
Language is ever-changing, and sometimes we might be a step or two behind in what is and isn’t acceptable. What’s important is that we continue to learn from each other to help us all create an inclusive and safe environment for everyone.
Here are some organisations that can provide you with useful resources:
Lucinda - Copy Connects
Helping values-based businesses sell themselves without selling their souls.
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