Harnessing the Power of D&I
Operating in an increasingly connected and multicultural world comes with new challenges and opportunities. Brands and organizations have to adapt to increasingly fast-changing consumer expectations and demands. With diversity and inclusion ever present in our everyday lives, some companies still get it wrong. Yet, what about those who have successfully harnessed that power to gain or win back consumers? Companies need to understand the benefits of having more inclusive products and authentic marketing, and gain insights into the changing needs and expectations of consumers.
On the Forefront of D&I Driving Revenue
What if these key multicultural insights could drive revenue, help the business run more effectively, and make the business seem to be leading edge? While many have a new perspective and focus on Diversity, Equity & Inclusion, the initiative has yet to be fully realized across global corporations.
At one organization, however, competitive-advantage-producing insights have been identified and actioned. The pandemic has produced “what’s next” and Karen Vega along with her team at Paramount surfed the crest of the wave of the global DEI conversations. Click here for their discussion regarding the production of the network’s “In America” series, which highlights LatinX, Asian, Black and LGBTQ experiences.
Next Steps On Engaging A Multicultural Vision
According to ChatGPT, there are some practical takeaways to adapt D&I strategy to attract and serve multicultural consumers and drive multicultural consumer engagement.
- Establish a clear understanding of multicultural consumer groups and their needs: To effectively drive engagement, businesses need to understand the unique characteristics and motivations of each distinct cultural group they are targeting. Research into the values, preferences, language and communication styles of different cultures can help inform targeted campaigns that will resonate more successfully with specific audiences.
- Develop culturally relevant content: Content is key when it comes to engaging with multicultural consumers – but this doesn’t mean simply translating existing material into multiple languages or creating generic advertisements that feature diverse models. Instead, create customized messaging that speaks directly to each target audience in their own language or dialect while also reflecting their culture and values.
- Ensure diversity across all elements of your campaigns: Multicultural marketing should go beyond just visuals by ensuring diversity in every aspect from casting decisions for ads through to who is behind the scenes making creative decisions about how products and services are presented online or offline. This means having people from a variety of backgrounds involved at all stages – from concept development through execution – giving them an opportunity to provide valuable insights that could influence campaign outcomes positively.
- Leverage social media platforms: Social media gives brands access to vast amounts of data on multicultural consumers which can be used to develop tailored strategies for reaching out and connecting with those audiences in meaningful ways such as creating digital communities where members can share experiences related to using particular products/services or engage in conversations around topics relevant specifically to them.
- Utilize influencers and ambassadors: Influencers have become increasingly important when it comes to driving engagement among multicultural communities – especially younger ones – as they typically have greater credibility than traditional advertising methods due to its perceived authenticity given their personal connections with followers. Brands should consider recruiting ambassadors from diverse backgrounds who possess an intimate knowledge about what resonates within certain ethnic markets so they can create tailored content experiences accordingly.
