🏅 Community Olympics Day 2: Sports Connects Us
When planning the Tokyo 2020 Games, the IOC’s vision was to bring positive reform to the world. The “Sports Connects Us” advertisement is a perfect example of this intention.
Diversity, Inclusion, Equity and Belonging (DEIB) are essential in today’s marketing as well. In fact, 71% of consumers are saying that they prefer to buy from companies that embrace their values. If you think that’s a big number, here’s another; 85% of Millennials stress the importance of value alignment.
Marketers who want to appeal to today’s consumers, and stand out, need to master the foundation of inclusive marketing.
Here's how you can win today's prize: In the spirit of inspiration and shared experience, tell us about a brand that got inclusive marketing right this year (for a bonus point, add a screenshot of the standout campaign)! I'll go first: > If you haven’t noticed, beauty brands are definitely leading the way when it comes to diversity and inclusivity in marketing. Last year, nail polish mogul Essie named JVN (Jonathan Van Ness, from Queer Eye) as its first male ambassador, opening the door for men to express themselves through fabulously painted nails! Any brand that’s a fan of JVN and embraces their LGBTQIA+ audience is on my short-list for shopping!
Share and get an Iterable water bottle and lip balm, to keep you hydrated and feeling fabulous for the rest of the Community Olympic Games!!
+6I'm not finding the brand referenced that I'm thinking of (probably not a good sign for the brand, maybe a wedding planning site?) but those campaigns that are showing diversity without making it the issue are ones I notice. They just have PEOPLE portrayed as people in everyday situations, as it should be. Couples, family structures, abilities, whatever it might be. I feel like it has been a subtle shift for some brands over the past 2-3 years but there is still more to accomplish. A brand should also not need to make a grand statement or claim like "look how diverse we are". In today's world, they should just "do".
In my world, LEGO has always been one of those "gender-neutral toys". However, this year's Everyone is Awesome Campaign just solidifies my love for this brand.
https://www.lego.com/en-us/page/everyone-is-awesome
I couldn't agree more, Kara! The subtle incorporation of inclusivity and diversity in marketing campaigns, emails, etc. is what contributes to making it a norm. No need to shout your commitment from the rafters, it will show (most genuinely) through consistency in application!
Kristen — yes! LEGO is a great example of implicit inclusivity. They have always been gender neutral, and adding some social commentary and inclusively to the mix seems most natural. Thanks for sharing the screenshot 😉
This topic bring me back to when Shakira and JLo did the halftime of the SuperBowl. I know it was heavily criticized by some, but as a Latin woman, seeing it brought me to tears.
I agree with so much of what you've said @Kara Sheil .
I like how Thinxs does it. It's a brand of period underwear, and when showcasing their products they show, as you put it, PEOPLE with different sizes and ethnicities front and center.
They could push it further, but I think they're on the right track.
Here in Spain, I saw an ad from Pantene I really loved. It showcased a journalist called Mario Vaquerizo, the first male ambassador for the brand. And this reminded me to when James Charles was selected as the first Covergirl male ambassador.
Here in Spain, I saw an ad from Pantene I really loved. It showcased a journalist called Mario Vaquerizo, the first male ambassador for the brand. And this reminded me to when James Charles was selected as the first Covergirl male ambassador.
For me Aerie has always been a successful example of an authentic commitment diversity.
Since they launched their #aeriereal campaign back in 2014 (ahead of the curve), they have used models of all backgrounds, body types and physical abilities (models with insulin pumps etc) in their marketing materials and product shots. For me, it's been a way that they've consistently proven the commitment to diversity and representation outside of written statements and social media.
This year, they are also showcasing 5 Special Olympic athletes (online and in email!) : https://www.ae.com/aerie-real-life/2021/07/22/celebrating-global-week-of-inclusion-with-special-olympics/
I love that @Reina Toeda ! You know, it reminded me that this year Microsoft One Note suggested users to use a Pride theme in their apps.
I have it on my app, and I just loved feeling involved, even if it was in a very small way.
Turns out is a part of a bigger initiative they have to celebrate Pride.
They have a dedicated page on their site that details their efforts:https://www.microsoft.com/en-us/pride?rtc=1
Turns out is a part of a bigger initiative they have to celebrate Pride.
They have a dedicated page on their site that details their efforts:https://www.microsoft.com/en-us/pride?rtc=1Create a new Iterable Plaza community account
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