The key components of diversity marketing include all three parts of DEI: diversity, equity, and inclusion. All three need to be acknowledged and highlighted in order for an inclusive marketing strategy to be functional and effective.
“Inclusion is acknowledging a lived experience, leveraging unique skills and perspectives, so that everyone has experience ownership and empowerment,” Pankey told Amazon Ads about diversity marketing prior to the 2022 Cannes Lions International Festival of Creativity. “And then, when you think about diversity, it’s about representing a full range of visibility for all identities, including but not limited to race, ethnicity, gender identity, sexual orientation, age, class, physical ability, religion, language, military status, and more. That’s diversity. Then, equity is about access and opportunity. It’s about removing the barriers to success on an individual basis and interrupting bias. It’s about ensuring that policies and practices and systems provide all employees access to the opportunities, resources, and recognition of being successful.”
All three of these components should be found not only in your advertising, but in all aspects of your company, brand, and messaging. In doing so, it can help translate to customer satisfaction and dedication. According to 51% of consumers, the most authentic way for a brand to demonstrate commitment to DEI is through broader actions and causes it supports beyond their products and services.7