As the holiday season approaches, you may wonder how to bring a sense of festive spirit to inclusive holiday marketing campaigns. In this blog, we will share seven top tips for creating inclusive marketing campaigns and give you the keys to success this holiday season!
Studies have shown that 59% of consumers feel that it’s important that they buy from companies that ‘actively promote diversity and inclusion’, and amongst millennials, ‘70% claim that more diverse casting in ads’ is their preference. These figures are then taken to a new level when we consider Gen Z, of whom 94% ‘expect companies to take a stand on important social issues.’ As you can see, inclusive marketing is not something to be ignored, especially when targeting younger generations. Another factor to consider is that the disabled community represents a market segment worth billions, and by creating inclusive content, businesses can tap into this underestimated market audience.
Is your Holiday Marketing Inclusive?
Inclusive marketing is more than just using a diverse range of people in your adverts. It is thinking about how people will relate to, respond to, and resonate with your campaign and product. Yes, a diverse range of models can support an inclusive marketing campaign, but what is the consumers’ story? Consider people of various ethnicities, gender identities, mental/physical abilities, religious beliefs, and socio-economic statuses.
How would someone with a disability feel watching your advert? Is your campaign accessible? Does it have subtitles, audio descriptions, alt text and good colour contrast? How would they be able to use your product? Show them how it can benefit them.
Or consider someone who follows the Islamic faith – they may not celebrate Christmas but may still want to enjoy quality time with friends and family. Can you neutralise your advertising to reflect the values below the holiday season rather than the event itself?
Inclusivity is easy to incorporate when considered from the get-go, in fact, it can lead to some really creative, thought-provoking holiday marketing campaigns!
How to Create An Inclusive Marketing Campaign – 7 Top Tips
Here are seven top tips for creating inclusive holiday marketing campaigns. Deloitte Insights has shown that ‘high growth brands’ regularly meet ‘key performance metrics for diversity, equity and inclusion’ when compared to competitors with lower growth rates. This study refers to ‘high growth brands’ as having an ‘annual revenue growth of 10% or more’ and shows that inclusive marketing can really boost your business. So, let’s dive in!
1. Diversify Your Content Imagery, but Avoid Diversity Washing
Using a range of diverse models (different abilities, religions, races, gender identities), settings, and props is a great way to diversify your content imagery – but it’s important to avoid diversity washing. This is when companies superficially engage in diversity, equity and inclusion (DEI) practices to tick boxes rather than actively representing people and their experiences authentically.
A recent example of a company taking authentic representation to another level is ‘The Gift of Love’ Advert by Triple C, a gateway organisation for deaf, disabled, and/or neurodivergent people’s access to the arts and media.
This advert is based on the true story of Ekow and Carly, two wheelchair users who met at an inclusivity event in Manchester and fell in love. Triple C heard about their story, captured their experience and heartfelt essence, and then released the advert on the 1st of December 2023. Triple C works in partnership with 53two and creates Christmas adverts that celebrate diversity, inclusion, and talent within the deaf, disabled, and neurodivergent communities.
2. Make All Marketing (Digital and Physical) Accessible
Making all digital and physical marketing accessible is always essential, and your Christmas marketing campaigns are no exception. In the digital realm, this involves designing websites, emails, and social media content with accessibility features such as alt text for images, video captions, and ensuring compatibility with screen readers. Clear, user-friendly interfaces benefit individuals with varying abilities, and you may also want to consider recording podcasts or audio files as a video for those who benefit from visual cues.
In terms of physical accessibility, this may involve creating printed materials with easy-to-read fonts and high contrast, ensuring that events and promotions are held in venues with wheelchair access, and incorporating braille or tactile elements where applicable.
Tommy Hilfiger has raised the bar regarding accessibility, creating marketing campaigns and products that are super easy to access and use for people with disabilities. For example, they have a whole range of clothes that have been modified with one-handed zippers, magnetic buttons, seams that open to accommodate prosthetics and super soft fabric sensory wear!
3. Use Neutral Messaging
Using neutral messaging that goes beyond cultural, religious and traditional boundaries can foster a sense of unity and respect for diverse backgrounds. Avoid ‘Christmas’ specific language and instead embrace terms such as ‘holidays.’
Focus on universal themes such as joy, gratitude and togetherness rather than specific dates and traditions. You may also want to tone down the use of specific colours, such as red and green and instead use more neutral tones.
This can be seen in Debenham’s recent ‘Wonderland is Waiting’ advertisement, in which the main font is blue with background colours such as purple and gold. A small fir tree is in the background of one ‘green’ scene; however, it remains neutral without glaringly obvious Christmas decorations. Debenham also uses a range of diverse models, which further adds to its inclusivity.
4. Use Inclusive Language, But be Cautious of Stereotypes
Replace ‘Happy Christmas’ with phrases such as ‘Seasons Greetings,’ ‘Happy Holidays’ and ‘Winter Celebrations’ as these are more inclusive and respectful of the diverse beliefs and traditions celebrated at Christmas. It’s also important to avoid words that make assumptions or biases. For example, “we all celebrate Christmas” or “everyone enjoys the festive season” may inadvertently marginalise those who don’t partake in Christmas traditions.
While Tesco’s ‘However You Do Christmas’ advert uses the word Christmas, it promotes inclusivity by portraying what Christmas means to various people. It also adds #everyoneswelcome, which adds another layer of inclusive language.
5. Plan Accessible Events, Not Just ‘Accessible’ Locations
Planning accessible events goes beyond selecting physically accessible locations; it involves consideration of various factors to ensure inclusivity for all participants. Beyond ramps, lifts and accessible entrances/exits, events may include the following to make them more accessible:
- Providing information in alternative formats such as braille or large print
- Considering light, sound and the needs of individuals with sensory sensitivities
- Offering inclusive communication strategies such as interpreters or signers
- Flexible schedules for those who may need longer breaks
- Quiet areas for those that need a break from the event
- Providing options for virtual participation for those who may face barriers to attending the event in person
6. Collaborate and Work With Inclusive Brands and Experts
Partner with brands that prioritise inclusivity so that you benefit from shared values and perspectives. Ensure that their products, services and messaging align with a commitment to diversity. By working with experts in the field, you can receive valuable insights into best practices and avoid unintentional mistakes.
At Purple Goat, we create business plans that ensure inclusivity and authentically engage the disabled community.
Embracing True Inclusivity – Your Key to Success This Holiday Season
This holiday season is not just an opportunity for celebration but a chance to have a ripple effect on a more inclusive future. Acknowledging and respecting diverse backgrounds and traditions builds a sense of belonging and unity; in which everyone feels seen, heard and valued. By embracing inclusivity in Christmas marketing, you can contribute to society while driving business success through the holiday season and beyond.
Need some more direction?
Whether it’s building on an existing campaign or brand strategy or creating a foundation for brand inclusivity, we provide consultancy and creative solutions that will help your brand authentically engage the disabled community.
If you need help building diverse representation in your brand or communications, our team can help.
Send us a message to find out more today!
