The Importance of Authentic and Inclusive Marketing

What is authentic and inclusive marketing?

Authentic marketing means being transparent, honest, and consistent in brand messaging. It means aligning your brand values with your actions and delivering on your promises. On the other hand, inclusive marketing is about recognizing and acknowledging your consumers' diversity. It involves creating content representing your consumers' different cultures, backgrounds, and perspectives throughout your marketing efforts.

Why authentic and inclusive marketing is important

Consumers want to know the business they're buying from is genuine. They appreciate brands that are inclusive and respectful of diversity. Now more than ever, companies need to take steps to show customers that they are authentic, differentiating themselves from close competitors. 

Authenticity builds customer trust, and customers buy from brands they connect with. If a brand doesn't speak to them, if they don't trust the brand, they find an alternative. According to a report by  Edelman, 67% of consumers say they will buy, stay loyal, and advocate for brands they trust. 

Trust drives growth: consumers reward brands they trust with purchases, loyalty, and advocacy, which leads to company growth. Additionally, the Edelman report found that 76% of consumers disengage from brands when they lack relevance or authenticity. When consumers realize a brand's messaging is exploitative, intrusive, exclusive, and inauthentic, they disengage. This implies that when a company fails to meet these expectations of its consumers (being authentic and inclusive), it can result in missed opportunities and even backlash from consumers.

Benefits of authentic and inclusive marketing

• More conversion and sales. Being inclusive means a company can access new markets and customer bases. According to a Deloitte report, inclusive organizations are more likely to capture new markets and improve their performance by 30%. Also, inclusive marketing can boost sales in the short and long term. A recent study by the Unstereotype alliance found that inclusive advertising led to a 3.5% increase in short-term sales, with long-term improvements of over 16%.
  
  
• Increase customer retention and loyalty. Customers who trust a brand are more likely to stick with it, thereby increasing customer retention and loyalty. Ongoing authentic and inclusive marketing communication builds trust, leading to greater purchases, advocacy, and consumer loyalty. According to a report by Edelman, 67% of consumers say they will buy, stay loyal, and advocate for brands they trust. Brand trust establishes an ongoing consumer relationship, amplifying company growth.
  
  
• Increase brand trust and reliability. Authenticity enhances a brand's trust and reliability. When a brand is authentic, consumers see it as more capable of delivering on its promises. According to a survey by Edelman, 70% of consumers indicated that brand actions and stance determine if they can trust the brand to be competent, reliable, and relevant, showing that authenticity plays a crucial role in building trust and positive relationships with consumers.
  
  
• Increase brand reach. Embracing inclusive marketing enables brands to connect with a broader audience, unlocking new markets and customer segments. By being inclusive, brands can attract new customers from previously untapped segments, fostering greater market share and revenue growth. Also, authenticity and inclusivity foster meaningful connections with customers from diverse backgrounds, enriching the brand’s reach and impact. 

How to be authentic and inclusive in marketing

Normalize authenticity and inclusivity

The concept of “normalization” means underrepresented groups of people want to see themselves represented in everyday scenarios, not just in special campaigns centered on their identity but in normal situations where it's not about their identity. They seek brands that consistently practice inclusivity rather than making it a one-off effort that only highlights their identity.

Inclusivity and authenticity should always be normalized in the brand’s values, marketing communication, and product offerings. Consistency is vital for creating a sense of authenticity in a brand's customer base. When a brand is consistent in its inclusivity actions, customers perceive it as staying true to its identity, building trust and credibility.

Unfortunately, many brands have not normalized inclusivity in their marketing communication. They try to include underrepresented groups in their marketing and advertisements, but today’s socially aware consumers can easily spot when a brand is "checking a box" rather than fully committing to inclusivity.

Represent diversity

One core idea in inclusive communication is that people want to see themselves represented. In ads, consumers want to see people who look like them, so brands should include people from different backgrounds and cultures in their marketing communication. They should also use inclusive language and avoid stereotypes. 

Representation matters because it helps break stereotypes and empowers individuals. When a brand highlights diverse stories, it builds trust and connection with its audience. This creates an environment where people feel the brand understands and values them. A study by Wunderman Thompson found that 63% of consumers from underrepresented groups would buy from brands that make an effort to represent them.

According to a Google survey, 64% of those surveyed said they took some action after seeing an ad they considered diverse or inclusive. When a brand represents diversity authentically, it builds trust among its customer base.

Avoid Tokenism

Tokenism is doing something only to show that you are following rules or doing what is expected or considered fair.  Tokenism often occurs when brands only feature diverse individuals in specific and limited contexts (For example, only showing members of minority groups in particular campaigns). Brands make superficial or symbolic efforts to be inclusive, which should be avoided.

For inclusivity to feel genuine, it should be consistent across all touchpoints, from above-the-line advertising to organic social media posts and product offerings. A survey by Unstereotypealliance.org found that consumers are increasingly holding companies accountable for their stance on diversity, inclusion, and anti-discrimination. They demand tangible action and transparency and may boycott brands that do not meet their expectations.

Leverage employee advocacy

Employee advocacy enhances authenticity through employee-generated content. When employees become brand ambassadors and share their experiences, it builds credibility. Employees represent one of a company's most trusted resources. Employee-generated content is perceived as more credible on social media and can reach a more diverse audience. Just think about the number of employees your company has: if each one shares company-related content, it can reach a large audience and have a long-term impact on brand trust and perception. 

People tend to believe more what employees say about their employer than what the company says. Therefore, by sharing an authentic view of the company’s culture and values and talking about the company's products and services in a believable way, employees grow brand trust because of their innate authenticity. Hence, employee advocacy is authenticity plus credibility for your brand.

Authenticity and inclusivity are key assets for every brand’s marketing communications. If you want to be an inclusive brand, it is important to showcase inclusivity in your brand campaigns, product offerings, customer experience, and employee experience. By being genuine, transparent, and respectful of diversity, you can unlock a powerful marketing asset that will continue to enhance your company's growth and engagement.