Men are 1.4 times less likely to be shown happy and 2.4 times more likely to be shown angry. Only 1.1 % of online ads research represent people with disabilities. Only 0.3% of online ads includ the lgbtq+ target group in their ads (let us not forget that this particular group has immense purchasing power). These numbers clearly tell us that there is an enormous opportunity for marketers to tap into. In an automat world. Get human – and let your target groups identify themselves with your brand efforts. Today more than ever.
The case is compelling
The case is compelling! It is evident that online campaigns that have more diverse representation have a higher recall rate: 90% of ads that featur a diversity strategy experienc higher recall rate. Various images from unsplash.Com How can diversity. Equity. And inclusion act as a brand differentiator? Firstly. What is diversity. Equity. And inclusion (dei)? Diversity ensures country email list that a marketer invites everyone to the party. In other words. The message and offer are design for a diverse target group. Equity in marketing terms can be interpret as being fair to your audience. This fairness can be manifest via delivering your offer on diverse channels so that everyone has the same chance at that offer.
This part of the dei concept
This part of the dei concept is relative innate for marketers; however. There are still some gaps to be address (e.G.. An elderly person who is not on instagram or tiktok may never have the opportunity to learn more about the trendy gen z-focus offers on healthy food. Yoga retreats. Or online shopping experiences.) Inclusion enables Gambling Email List that everyone has the same chance for consuming an offer. A visually impair person can read the offer; a person with hearing loss can understand what you communicate in your videos; a gay couple can relate to your “romantic couple weekend away” banner; a person who practices a different religion does not feel insult by your assumption that easter is a celebration for everyone.
