Google Ads Management
Become the market you seek
Diversity in marketing is important, but so is authenticity
Protests across North America are causing many to confront social and economic injustices that are a reality for so many people. This is long over due.
Businesses are waking up to the fact that they too have a part to play. From the top down, the movement is forcing companies to look internally to become more inclusive. Anxious management teams are stepping forward and committing to do better. Both customers and employees will steer clear of companies who do not deal with racism.
So how can companies make their marketing more inclusive to their customers?
In August 2019, the Female Quotient partnered with Ipsos and Google to survey 2,987 U.S. consumers of various backgrounds to better understand perceptions surrounding diverse or inclusive ads. Of the various groups surveyed, LGBTQ and Black consumers expressed the strongest preference for diverse and inclusive ads. The survey is clear, these realities should not be ignored.
People are more likely to consider, or even purchase, a product after seeing an ad they consider to be diverse or inclusive.
Source: Google/Ipsos, U.S., Inclusive Marketing Study, n of 2,987 U.S. consumers ages 13–54 who access the internet at least monthly, Aug. 2019.
of people surveyed said they took some sort of action after seeing an ad that they consider to be diverse or inclusive
of Black consumers say they are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity.
of LGBTQ consumers said they are more likely to interact with an online ad that authentically represents their sexual orientation.
People are more likely to consider, or even purchase, a product after seeing an ad they consider to be diverse or inclusive.
Source: Google/Ipsos, U.S., Inclusive Marketing Study, n of 2,987 U.S. consumers ages 13–54 who access the internet at least monthly, Aug. 2019.
64%
of people surveyed said they took some sort of action after seeing an ad that they consider to be diverse or inclusive
69%
of Black consumers say they are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity.
71%
of LGBTQ consumers said they are more likely to interact with an online ad that authentically represents their sexual orientation.
It’s one thing to include diversified marketing. Just as important is for the message to be authentic. Lack of authenticity can be damaging if the audience doesn’t believe that the message is genuine. The best way for companies to be authentic is to be as diverse as the customers they seek. This means having adequate representation across the entire organization.
All people have particular biases. Companies are better served having more people whose talents have traditionally been overlooked. By having a diverse team of people in the room who have the ability to affect decisions, marketing teams can put a check on biases and drive creative that can connect with their customers.
In a recent study by the Alliance for Inclusive and Multicultural Marketing (AIMM), their research found that ads perceived with high cultural relevance compared to those with low relevance increased ad effectiveness by 3X. Moreover these ads improved purchase intent by over 200%.
Think With Google recently released a four part series on diversity and inclusion that is important in adding to the discussions happening today. Part 3 of their series adds further to this notion that there is greater opportunity for more impactful ideas that drive better business outcomes.
Conversations about inclusivity and diversity are important to have across all facets of our society. As the data shows, businesses can achieve more by embracing this. It’s also the right thing to do.
To learn more and add to your conversations please read and share the articles that helped us write this article.
