I am browsing on my phone right now.

I have just seen photos of my gay friend having his honeymoon trip with his partner in Japan.

I have also discovered on LinkedIn that my friend from a minority group has been promoted at her company.

Not long ago, I saw an plus-size woman participating in an international beauty contest, where she was selected as a semi-finalist.

I am grateful for witnessing all of these. Our society is making progress. People are being accepted, treated equally and heard. We are creating a better world.

In marketing, the topics of inclusion and diversity have been discussed for many years. How can we represent inclusion and diversity appropriately in marketing communications?

There are a few points to consider.

First, if your advertisement features multiple talents, ensure that these individuals are representative of a diverse population.

This concept is quite straightforward. You cannot assume that your consumer base is homogeneous.

A prime example that I always refer back to is a TV commercial by the Chinese lingerie brand NEIWAI.

As demonstrated in this commercial, NEIWAI does not limit its brand identity to a specific age group or body type. Instead, it showcases talents from various demographics and with diverse body characteristics. Ultimately, the brand succeeds in making all female consumers feel welcomed.

Once you have incorporated a diverse talent pool in your advertisement, it is crucial to consider the positioning of each individual.

Ask yourself: Does every demographic represented receive comparable visibility in the advertisement?

Take the following Avengers movie poster as an example. The designer of this poster has consciously ensured that female characters receive significant attention by strategically placing them in the center, as opposed to the margins of the poster.

Photo credit: ScreenRant

The final consideration is recognizing that everyone, regardless of who they are, shares similar fears and capabilities.

Who has decreed that men must be stronger than women?

Who has stated that people with Down syndrome cannot drink a Margarita?

A prime example is a recent TV commercial by the Canadian Down Syndrome Society. It effectively reminds viewers to treat individuals with Down syndrome equally, showcasing that they can engage in activities common to everyone else.

For marketers, this underscores the importance of not presuming the personalities and characteristics of anyone based on their demographics and physical appearance.

What are your thoughts on the role of inclusion and diversity in marketing communications? Let’s discuss.

Vincent

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