Every year, marketing and brand teams gather together to plan out their content calendars and campaigns. Depending on the type of industry they’re in or the demographics of their customers, some brands may place more emphasis on specific cultural moments than others.
For example, when I worked in the cannabis industry, we planned month-long campaigns and programs around April 20. For a non-alcoholic beverage brand, where I led social strategy, we prioritized messaging for Sober October and Dry January. Whether it’s a specific day that you’re honoring or a multi-month initiative that’s being kicked off for the first time, there’s one thing that brands today are having to focus on now more than ever—placing inclusivity at the forefront of the conversation.
Inclusivity is becoming non-negotiable for consumers
The marketing and advertising industry hasn’t always had the best reputation for inclusive campaigns. But in a world where 60% of consumers say they’re more likely to buy from a brand with inclusive marketing, brands that aren’t thinking about diversity, equity and inclusion will be left behind.
The reality is that as brands make themselves more accessible to their customers, the more knowledgeable consumers become—about products, services, and how marketing and brand-building work. In 2021, following a year of social unrest and hyper-focus on racial inequality, consumers began calling on brands to put their money where their mouth is and invest in Black talent and programs to uplift Black communities.
With consumer behavior becoming more values-led, brands are feeling the pressure. Naturally, this leads marketers to lean into campaign-building around MLK Day, Black History Month, Juneteenth and/or times of social injustice. While these moments are important both culturally and historically, they do not represent the full range and complexity of the Black experience—and cannot be the only focus for brands. That’s why it should be their priority to ensure that these initiatives go beyond a specific day or month and work towards committing to inclusive planning year-round. Many brands are already leading the way.
4 brands making inclusive campaigns happen
1. Ben & Jerry’s
Ben & Jerry’s is known for its classic ice cream flavors like Half Baked and Cherry Garcia, but they have also been incredibly transparent about their passion for advocacy and have set the tone for how to make inclusivity an essential part of your business.
In 2016, they were among the first brands to publicly announce their support of the Black Lives Matter movement, stating “We’ve come to understand that to be silent about the violence and threats to the lives and well-being of Black people is to be complicit in that violence and those threats.”
In a release on their website, they called on their community to take action and acknowledge the impact of systemic racism. However, the ice cream brand didn’t stop there.
If you need us, we’ll be scooping up Colin Kaepernick’s Change the Whirled Non-Dairy and working toward a pro-Black future where everyone can thrive. Learn more: https://t.co/Iyz6FLg1c9 pic.twitter.com/DYPXkIS8LP
— Ben & Jerry's (@benandjerrys) January 14, 2021
