As part of our efforts to promote diversity, equity, inclusion, and justice (DEIJ) at Mission Met, we're hosting internal workshops where each team member explores topics of interest about incorporating DEIJ principles into our work. These workshops help us better understand and commit to creating a diverse, fair, inclusive, and just environment at Mission Met and in our broader community.

This is the seventh workshop in our series, and we’re excited to share the key takeaways with you about inclusive marketing. You can access the slides for this presentation to learn more. (You can also find insights from our previous workshops on project management, unconscious bias, allyship, reflections on our company's current DEIJ efforts, recent DEIJ news, and inclusive design.) 

Introduction to Diversity in Marketing

During the latest training session, Megan Drapcho led the presentation on the importance of diversity in marketing. Megan serves as a marketing team member and helps implement Mission Met’s and Causey’s marketing content including social posts, email campaigns, outreach, and more. The presentation's key focus areas include what inclusive marketing is, its importance, the benefits of diversity, and practical strategies for implementation. 

With the ever-evolving demographics of society, the necessity of reflecting these changes in marketing strategies is crucial to help people connect with your mission. Incorporating diversity into marketing efforts builds trust and loyalty among consumers. By accurately representing a broad range of societal identities, businesses not only foster deeper connections but also expand market reach. Diversity also fosters creativity and innovation, key drivers of long-term success.

Key Elements and Benefits of Diversity in Marketing

Representation is a cornerstone of diverse marketing. The training emphasized the importance of inclusive visuals and accessibility, ensuring marketing materials speak to all potential consumers. To be inclusive, marketing content needs to be culturally aware and avoid harmful stereotypes, which can quickly alienate audiences and induce further harm.

Statistics from a brand inclusion index, showcases how diversity impacts purchasing and perception decisions. Organizations that embrace diversity in their messaging are better positioned to attract and retain loyal customers with 75% of consumers noting that diversity and inclusion influence their purchase decisions.

Implementing Diversity in Marketing

To make diversity actionable, Megan shared several strategies. One of the first steps is to audit marketing materials, examining language, accessibility, and the use of diverse images. She also mentioned the Causey Supports Historically Marginalized Communities Program as a model for meaningful engagement with diverse communities.

Other specific ways we want to ensure inclusion with our marketing materials include the following:

• Include people of color, people with disabilities, and

• people of different ages in our images.

• Ensure all content is ADA-compliant.

• Ensure our writing is free of biases or stereotypes.

• Avoid language that insinuates that being white,

• straight, college-educated, or wealthy is the default.

• Diversify names of hypothetical people.

During the discussion, the team suggested creating content that accommodates different learning modes and visual representations, making it more accessible to a broader audience.  Incorporating alt text for images and ensuring website accessibility are vital steps in inclusive marketing.

The team shared examples of how previous marketing materials use deliberate graphics and names to reflect diversity. The group agreed that thoughtful representation requires effort but is crucial to avoid tokenism or superficial gestures.

A critical point was the importance of training marketing teams on DEI principles. Megan urged the team to continually seek opportunities for improving diversity and promoting equity, noting that it requires constant evaluation and effort.

Conclusion and Next Steps

Megan closed the presentation by reiterating the importance of being a genuine DEIJ advocate. Authenticity and continuous learning are key to creating an inclusive marketing strategy that resonates with consumers. The team discussed the need to internalize DEI principles and incorporate them into every aspect of our work. We left the meeting committed to prioritizing diversity, equity, inclusion, and justice in our marketing efforts and overall business.