What is inclusive marketing?
Inclusive marketing is a strategic approach to overarching comms activities which includes designing activities that authentically represent and connect with a diversity of audiences, ensuring messaging and offerings appropriately resonate with everyone.What is inclusive marketing?
Inclusive marketing is a strategic approach to overarching marketing activities which ensures it includes diversity in all forms including disability, gender, socio-economic status and more.
At Purple Goat, we live and breathe inclusion. With over 50% lived experience of disability within the team, we’re here to help brands connect to the 1.3+ billion disabled people worldwide. We empower brands to amplify underrepresented voices, challenge stereotypes, develop refreshing and progressive narratives and break down barriers to participation.
Disability marketing:
In the last few years, more and more companies are understanding the importance of inclusive marketing, however, too often, they forget about the BIGGEST minority in the world, the Disabled Community.
Here at Purple Goat, we work with brands to learn how to best engage this massively underserved community, and make their marketing, comms, and overall brand, the most inclusive it can be. With 24% of the population identifying as being part of the disabled community – we see this as a massive opportunity for brands to effectively engage and communicate to an often untapped, loyal and dynamic customer base.
Mainstream media example of inclusive marketing
Did you know?
62%
of consumers stated that diverse and inclusive marketing influences their perception of a brand.
Why is authentic inclusivity and diversity important in marketing?
Inclusive and diverse representation within marketing is incredibly powerful, fostering stronger connections between brands and their customers, as well as shaping brand perception and promoting social equity. Last year, 62% of consumers stated that diverse and inclusive marketing influences their perception of a brand.
Additionally, we see a 83% higher consumer preference for brands with the highest diversity scores. Authentic inclusivity has a huge impact on purchase behaviours and brand engagement, with 64% of consumers claiming they are more likely to take action on an ad they consider to be diverse or inclusive.
The business benefits of inclusive marketing
The value of the ‘Purple Pound’ (the spending power of the disabled community and their families) is estimated to be £274 billion a year, globally they spend an estimated $13 trillion a year.
Disabled consumers are 60% more likely to repurchase from a brand that they feel is disability-friendly, and they are also more likely to recommend that brand to others. Not only though does it expand market reach for businesses, it can also bring benefits such as:
- Increased customer loyalty – a sense of connection is created when seeing themselves represented in a brand
- Better brand reputation – demonstrates a commitment to social responsibility and equality
- Improved employee morale and productivity – seeing that their company values diversity and inclusion
- Partnerships and collaborations – open doors to collaborations with other organizations, influencers, and community groups
And more!
At Tesco we’re delighted to partner with Martyn and the team at Purple Goat. We believe that being an inclusive business makes us stronger and we want our advertising campaigns to represent everyone, showing the breadth of the communities and customers we serve.
The key principles of inclusive marketing
Authenticity:
Always understanding WHY we are doing something, and not making assumptions, shortcuts or PR moments, without ensuring it’s for the right reasons and hits the right tone with the community.
Diverse voices from the ground up:
We bake in the community from as early as possible in any campaign or brand activity, as this creates the best results and ensures authenticity throughout all our activities.
Continued learning and iteration:
We’re commercially minded, and know that nothing can be ‘perfect’ – this is a journey about iterating and developing inclusive practices over time. We work in a way that works for our clients, ensuring we are continually optimising our activities based on previous learnings and insight.
An inclusive marketing case study
Starling Bank:
We worked with Starling to create widespread awareness and educate audiences of the Starling Bank app, and naturally place Starling as the accessible, relevant banking option for the disabled community and beyond. We looked to highlight key features such as the ease of switching to Starling and the usability of the app for all banking needs. The campaign resonated incredibly well with the community, with significant over-delivery on content and an excellent number of impressions.
Creating an inclusive marketing strategy
When it comes to inclusive marketing, there is no such thing as ‘one size fits all’, and we will always advocate for listening, learning and iterating practices over time.
Listen to the community you’re trying to represent, they are the only ones that will truly know how to get the best out of your (inclusive) campaign. We live by the mantra ‘nothing about us, without us’.
We support brands through the process of becoming more inclusive from the ground up, with a range of services from content creation and influencer activation through to consultancy, training and insight projects. We curate marketing strategies that are bespoke to each client – and fundamentally look to create a safe space to foster inclusive practices from the inside out.
Inclusive Marketing Services
Ready to make your business more inclusive?
If you have any questions or queries, please don’t hesitate to get in touch!
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