Consumers want brands to do more than just show what society is like right now. They want companies to help move society forward.
For example, a post on Think with Google said that 70% of African American millennials are more likely to buy from a brand that speaks up about issues related to race. Large companies that have done a great job with inclusive marketing campaigns are Google, Chase, REI, and Ben & Jerry’s.
“Not only should an inclusive marketing campaign reflect your community, but it should also reflect your team. Do you have a diverse team to help contribute to a successful campaign?” asks Michelle Ngome.
Award-winning inclusive marketing consultant Michelle Ngome is the creator of Be Inclusive Cards and Line25Consulting.com, and she recently joined Goldman Sachs as the Program Director, Outreach and Entrepreneurship Recruitment. She is also the Founder and President of the African American Marketing Association.
What is the ‘Be Inclusive Cards’? A DEI Card Game is a facilitation deck used to structure conversations centered on company culture and diversity. The goal is to help organizations navigate team building in the following areas: employee engagement, communication, collaboration, and cultural awareness.
We spoke to Ngome about inclusive marketing strategies positively impacting both businesses and the communities they serve and about the inspiration behind her successful initiatives.
Excerpts from the interview:
Can you share the inspiration behind founding Be Inclusive Cards and how does it contribute to fostering diversity and inclusion?
Initially I wanted something more engaging beyond a presentation or writing a book.
Second, I wanted to create a 10-20-question quiz as a lead magnet for leaders to determine where they are in their DEI journey. The next thing I knew my assistant and I came up with 200 questions and that is when the light bulb moment happened. We narrowed the questions down and created two 50 card decks DEI and Company Culture. The questions are focused on deeper relationship-building and collaboration.
How do inclusive marketing strategies impact both businesses and the communities they serve?
Inclusive marketing is important because it reflects your potential and current customers. Whether a small business or a corporation, your marketing reflects your audience and community.
If you are a small business, think about getting involved in your community by volunteering, leading a workshop, being a mentor, or offering a scholarship. All of this allows you to become an expert and create content that can be shared on social media.
Large companies that have done a great job with inclusive marketing campaigns are Google, Chase, REI, and Ben & Jerry’s. This ranges from blog posts, ads, websites, and commercials.
What are the barriers and gaps in the marketing industry ‘keep you up at night’?
Marketing has grown tremendously and is very broad. I wish social media marketers received much more credit and paid for their work. Companies need to do a better job building marketing teams. I think nowadays, you need a dedicated team for each platform to do it right. Today’s social media marketers will be tomorrow’s CMOs.
What advice would you give marketers looking to create more inclusive campaigns and foster diversity within their teams?
Not only should an inclusive marketing campaign reflect your community, but it should also reflect your team. Do you have a diverse team to help contribute to a successful campaign? I would start by recognizing your current employees. This may be through special dates, holidays or celebratory months. Capturing team and client quotes and stories and sharing it on the website and social media platforms. If the budget is there, scripting a comprehensive photo and video shoot.
What trends do you see emerging in culturally relevant marketing, and how can businesses stay ahead by authentically connecting with diverse audiences?
I think a lot of effort goes into multicultural marketing, which is focused on race and ethnicity. It is important to remember campaigns that include military/veterans, people with disabilities and a lot more.
