Does inclusive marketing — marketing that takes into account the importance of consumers seeing themselves reflected in advertising — have a positive effect on consumer behavior?
The answer was a resounding yes. The results show that consumers place a high value on inclusion and both want — and expect — brands to reflect the realities of their lives in their advertising. In response, they are more likely to consider or purchase a product after seeing an ad they view to be diverse or inclusive. 77% of Millennials and 76% of teens have taken action related to a product or service after seeing an ad campaign that was inclusive or diverse.
69% of Black consumers indicated they are more likely to purchase a brand whose advertising positively relates their race and ethnicity Surprised? I don’t think so. Communication is effective when it is relevant and reflects the people consuming the content. In other words, if you want to build a successful brand, being inclusive isn’t a choice — it’s a necessity.“It isn’t about whether you should be inclusive or not,” says Virginia Lennon, Senior Vice President at Ipsos and lead of their Multicultural Center of Excellence.
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