Introduction
We live in the most diverse and multicultural times in the history of the world. Technology has helped people migrate from different countries with much more ease than ever before. In the United States alone, it is estimated that by 2044 the sum population of all minorities will surpass the population of white Americans.
Any savvy businessman or marketer knows that this means their brand needs to adapt fast or be prepared to get left behind.
We hope, with this article, to help your business transition its online advertising into a more diversified one.
Diversity in Ad Campaigns is a No-brainer
Diversity in Population is Growing Fast
According to Maryville University, current data shows that growth among racial and ethnic minority groups is outpacing that of Caucasians, indicating that America is becoming more diverse.
According to the U.S. Census Bureau in 2020, nearly four out of every ten Americans identify as belonging to a racial or ethnic group other than white, implying that the white population will have decreased for the first time in the country’s history during the 2010-2020 decade. Furthermore, another U.S. Census Bureau mentions that more than half of Americans will belong to minority groups by 2044.
Minority Consumers Relate With Brands That Understand Them
In a recent survey held among American Muslim consumers, 400 out of 400 respondents reacted to the statement “(a) I am a Muslim and (b) my choice of a brand or product is influenced by how Muslim-friendly it is”, with a “yes” for both “(a)” and “(b)”. Furthermore, in another survey, “Up to 83% of people pointed to better representing modern society as the reason marketing campaigns were impactful in a positive way”. Also, 70% of Gen Z consumers trust brands that show diversity in their advertisements.
Businesses have no choice but to update their promotional assets from a marketing standpoint. Since advertisements are at the forefront of brand efforts, diversity must be represented correctly in ad material. The only way for brands to remain relatable is to provide diverse content for diverse audiences in a way that accurately represents modern society.
Diversity in Marketing Creates Significant New Revenue Streams
Entering new markets makes it easier to generate new revenue. More diversity and inclusion contribute to a more cohesive society and allow businesses to target new markets and increase response rates with relatable content, benefiting their bottom lines.
According to Heat, a Deloitte-owned research firm, brands with the most representative advertisements saw an average stock gain of 44% during the seven-quarter period that ended in 2018. Consumers preferred brands with the highest diversity ratings by an 83% margin.
Meanwhile, Microsoft Advertising has shown that more inclusive ads have seen 23% more “purchase intent” from Gen Z consumers. Alongside this, 64% of consumers, in a Think With Google poll, said they took action after seeing an advertisement they thought was inclusive or diverse.
How to Add Diversity and Inclusion to Your Marketing
In a very detailed article by Muslim Ad Network, you can read the step-by-step process of creating diversity and inclusion in your marketing campaign. We mention that it all starts with your internal environment: your team, your business culture, and your mentality. Before we go specifically into diversity in your ads, let’s look at some highlights from this article.
Adapting Your Message to the Market
For effective diversity marketing, you must adapt the message to the market rather than adapt the market to the message. So, if you want to communicate with minority consumers, make sure your message does not contradict their values.
Your inclusion marketing campaign must begin with a consideration of the multicultural context. You will need to research not only purchasing habits, but also values, ideals, perceptions, and communication methods.
The Right Knowledge and Combination of People in Your Team
Although your marketing team may not require members from every minority group, you should actively recruit talent from diverse backgrounds or work with external consultants and agencies.
If your marketing team is made up of like-minded individuals who decide that an ad campaign looks good to them without consulting members of the minority group you are targeting, your company is making a big mistake.
Even having members of a minority group on your marketing team may not be sufficient. Aside from soccer rivalries, Latin America, for example, is full of complex relationships. Consider Puerto Rico and the Dominican Republic. They compete over who makes the best plantain. Imagine making a campaign for Hispanics in general and then mentioning how Dominican plantains are the best in the world.
Connecting to minority consumer groups in real life will also help you gain more knowledge of their preferences. Even more importantly, your brand will gain a reputation and establish connections between your business and community leaders.
Diversity and Inclusion Marketing Audit
For the best results, you must audit your entire marketing infrastructure to see if there are sufficient elements of diversity and inclusion pertaining to:
- Marketing teams
- Marketing reach
- Website images and language
- Representation in collateral
- Decision-making processes
- Content approval
- Audience research
- Learnings from previous research
- Processes of challenging stereotypes
- The relatability of stories
- Working with communities
- Working with influencers
How to Create Diversity-Friendly Ads
Once you’ve optimized as much of your marketing infrastructure as possible for diversity and inclusion, you can begin creating ads that reflect this. Let us now look at how to create ads that promote diversity:
What Your Ads Must Avoid at All Costs
UNICEF Report
The information below is based on UNICEF’s Promoting diversity and inclusion in advertising: a
UNICEF playbook.
Racial Stereotypes: Black people excel at sports and dance, while Asians excel in STEM subjects.
Ethnic Stereotypes: Jewish people are extremely knowledgeable about finance and Indigenous people dislike wearing clothes.
Cultural Stereotypes: Muslim girls are always oppressed and accents from Europe are appealing, while accents from other parts of the world are amusing.
Cultural Appropriation: In the above-mentioned publication UNICEF describes cultural appropriations as:
“Adoption of icons, rituals, aesthetic standards and behavior from one culture by another. Culture is often appropriated by a dominant group from a minority or subordinate group in terms of social, political, and/or economic status. In this process, significant artifacts and beliefs are
used/exploited without understanding or respecting their original meaning”.
ASA Report
In February 2022, the ASA summary report on tackling harmful racial and ethnic stereotyping in advertising came out. The Advertising Standards Authority (ASA) UK’s independent advertising regulator explains:
“We have published the findings of a major project which looked at the extent to which portrayal of race or ethnicity in UK ads might give rise to harm or serious offense, including by reinforcing adverse stereotypes”.
The following came to light:
Reinforcement of Existing Stereotypes: The repetition of certain portrayals has the potential to reinforce society’s perceptions of people from minority groups.
Creating new stereotypes: Portrayals of people from BAME (Black, Asian, and Minority Ethnic) groups have emerged that can paint a one-dimensional picture of them, particularly in the depiction of family life, relationships, and appearance.
Perpetuating or reinforcing racist attitudes and behaviors: Past trauma related to race or ethnicity could be evoked by advertisements depicting racist behavior or other elements, even when the advertiser was contesting negative stereotypes.
How to Get Your Ads Right
Your ads must reflect what we talked about earlier in the article in the chapter “How to Add Diversity and Inclusion to Your Marketing”. Without the proper internal audit, proper knowledge, hiring the right mix of diverse individuals, and working with external agencies it is going to be very difficult to create ads that speak to minorities. However, once this is established you can use the below checklist to create diversity-friendly ads:
- List the minority groups that may relate to your products and those that don’t. It makes no sense to create an ad about your online gambling services and feature Native American characters when they 1) own independent casinos within their reservations and 2) have a higher rate of gambling addiction than the average rate in the general population.
- For the minority groups that relate to your products, study their subgroups thoroughly and understand what appeals to the majority of them as you cannot please everybody. For example, if you are a vegan or meat alternative business, find out what speaks to most of the Muslims within the different subgroups.
- Just the fact that your product is permissible (halal) for them to consume, may not be enough.
Staying on the meat alternative example, you would create an ad that depicts family gatherings and cooking together for the Hispanic or Asian community, showing that a great extended family feast is also possible with meat alternatives. Don’t always just do a typical white family (mom, dad, and a kid) type of ad if you want to speak to the minority masses. - Get real native actors and have them speak in their native language too. Whatever you do, don’t use actors from Pakistan, for example, to depict a family from India, even if there is no dialogue in the ad. It is incredible how people from minority groups instinctively know when they are being taken for a ride when it comes to misrepresentation.
- If you can afford it make sure you use authentic imagery. The risk of using stock images is that you will be inheriting stereotypes, misrepresentations, and other flaws from them. Original images make for better branding anyway.
- Set up an approval process that includes advertisement sensitivity readers. As part of the final process of approval, sensitivity readers – always people with lived experience of prejudice in a minority group – will help you tweak your ad so that it is ready to be published. In extreme cases, they will help you avoid backlashes from the very minority group you want to support and represent in your ads.
- If the concept of having a review committee is unrealistic for your company, at the very least have a panel every quarter to give their opinion on the type of ads you will be running for that quarter. Needless to say, it must be made up of enough people from minority groups.
Conclusion
It’s crunch time for brands. We are in a historical moment of make or break. It’s quite simple, brands that embrace diversity and inclusion in their marketing and advertising will stay relevant and prosper, with all things equal. Brands that do not embrace diversity and inclusion in their marketing and advertising will have a hard time doing well, the stats don’t lie.
However, you can’t just start spitting out diversity and inclusion in your marketing and advertising. You need the right people, knowledge, frameworks, and infrastructure to do it right. Starting with diversity and inclusion in your marketing and advertising in the wrong way can be worse than not starting at all.
We hope that after reading this article you will be able to make the right choices when it comes to diversity and inclusion for your marketing and advertising campaigns.
BIO
Alwi Suleiman has been in marketing since 2006 and has helped several businesses build their marketing strategies. He is the Lead Marketer at Muslim Ad Network, co-author of the Muslim Consumer Guide, and the owner of Content Market King. He is passionate about helping small businesses thrive through online marketing strategies.
The post The Ultimate Guide for Creating Diversity-Friendly Ads appeared first on DigitalMarketer.
Frequently Asked Questions
What makes an entrepreneur a success?
There are two types of entrepreneurs; those who make money and those who make time.
The difference is in how they approach business. People who make money want to make more money. While people who make time want to make more, they are more focused on making money.
Money-makers are driven by financial freedom. Their goal is becoming and staying rich.
They are motivated by greed and fear. They care little about the long term because they know that they will be set for life once they reach their goals.
This type is often called a hustler. They are focused on the bottom line and seek ways to increase revenue, without regard for quality.
Others make it a full-time job. These entrepreneurs are passionate about their work. They desire to create something meaningful and lasting.
They are motivated by altruism. They want to do great things. They want to create products and services that are meaningful.
They are often called dreamers. They are driven by vision and inspiration. They understand that success takes hard work, perseverance, and dedication.
They are creative, which is the most important attribute of these entrepreneurs. They are constantly seeking out opportunities that haven't been done before.
They are attracted to the unknown. This is why they are willing to spend hours researching an area of interest. They love to learn new things and are open to new ideas.
It's also why they can easily adapt to change. They don't mind getting dirty or doing whatever it takes to win. They don't like mediocrity.
Which type of entrepreneur do you identify as? Is it a burning desire to make a living or a burning desire to find meaning?
Congratulations to those who answered yes to both of these questions! You are a successful entrepreneur.
Over the years, I have met many successful entrepreneurs and observed one thing: passion.
The only thing that defines successful entrepreneurs is their financial wealth. Their impact is what defines them.
Steve Jobs was a great example of philanthropic work, even though he wasn’t wealthy. He did not own a home until his 40s.
His ability create products that changed the course of history was his greatest source of wealth. And that is what makes him special.
It's not your job to build wealth. It's not to amass power or build empires.
Your job involves building relationships with customers. To build trust. To assist others in achieving their goals.
To have a positive impact. That's your legacy. Not your bank account.
If you are interested in building a legacy that is meaningful, let's get started.
Social Media University will show you how to make passive income online. We will teach you how to market and grow your business.
What are the advantages of an entrepreneurial mindset?
Entrepreneurship offers many benefits. The first is your ability to be self-reliant. You no longer rely on others.
You will be able to work for yourself and follow your dreams. Because you have similar interests and challenges, it helps you to build relationships with other entrepreneurs.
You gain confidence. Entrepreneurs are always learning new things. This gives you the ability to adapt quickly and be flexible. This will allow you to think outside of the box and not get stuck in a rut.
All entrepreneurs are free to start their own businesses. We no longer have to follow the rules and regulations set out by society. We have the freedom to decide what and how to live our lives.
We can choose either to follow the crowds or go against them. We have the choice to be successful or unsuccessful. You have the choice to fail or win.
It is thrilling to be free. However, it also comes with some responsibility. You are responsible for everything that happens in your business once you take on this role.
To succeed, you have to learn to manage risks. Don't be afraid to try new things. If you are willing and able to learn from your failures, you will eventually reach your goals.
These are some of the lessons you should keep in mind when embarking on your journey.
Remember:
- Entrepreneurship is a lifestyle choice.
- When you run your own business, you're the boss.
- Be cautious about following the trends.
- The measure of success is not money, but freedom.
- Balance your personal and professional life.
- Set clear expectations.
- Be honest with your team.
- Remember, if you want something to happen, you've got to do something about it.
What are the motivations of entrepreneurs?
Entrepreneurs can choose from three types of motivation. Each type is unique and has its strengths, as well as its weaknesses.
External motivation is the most popular form of motivation. This motivates people to earn more. This motivation is usually triggered by financial concerns.
External motivation is driven by personal interest, ambition, and desire. People with this type of motivation tend to be very goal oriented.
Inner motivation is much more rare. Individuals with internal motivation do not necessarily seek out wealth; instead, they pursue other goals such as self-development, fulfillment, or service to others.
People with internal motivation often call themselves "passionate" because it is easy to find satisfaction in their work.
Intuition is the most common type of motivation. Intrinsic motivation refers to individuals who derive enjoyment and satisfaction from working toward a particular goal.
Motivation from within is stronger than external motivation.
Intrinsic motivation comes from within. It is based upon the belief that certain talents and abilities are inherent in people. These talents and abilities give them the ability to accomplish extraordinary things that no other person could.
Feeling fulfilled and satisfied when you realize your talents and abilities is a sign of happiness. We feel like we are doing important work.
In short, intrinsic motivation makes us happy. That happiness comes from knowing that we can accomplish anything we put our minds to.
It is this feeling of accomplishment that keeps us going even when the going gets tough.
In fact, if you don't enjoy what you're doing, then why bother doing it at all?
Click here to find out more about entrepreneurial motivation.
Motivation is important for entrepreneurs.
When we feel lost or stuck in life, motivation is the fuel that propels us forward. It allows us to face our fears with courage and make tough decisions.
Motivation is also an important factor in achieving success. Motivation is a driving force behind success. If we lack it, we can become laziness, unmotivated and unproductive, which ultimately leads to failure.
You can unlock your potential by finding ways to motivate you. This means that you need to find ways to keep motivated throughout the day.
Think of it like a muscle - the more you exercise it, the stronger it becomes. It will weaken and atrophy if you don't exercise.
Entrepreneurs who are self-motivated are some of the most successful. They set goals and plan how they will be achieved. Then, they follow through.
You may find yourself struggling to stay motivated at times. Here are three easy steps to keep you going.
Step 1) Get inspired. Find an example of someone who inspires. Someone who is already achieving what you'd like to accomplish.
Step 2. Set small goals. Be realistic about each goal. The next step is more important than the end result. Breaking down big goals into smaller steps will help you reach them quicker.
Step 3: Reward your self. Reward yourself for achieving your goals. A reward doesn't have to be material; it could simply be taking time to do something fun.
Remember that motivation is a choice. Choose happiness, choose success, and live a full life.
You can make a difference in your life today. First, decide to make a change. Then take action. Start living your dreams right now.
What are the five most important motivators for entrepreneurs?
Motivation is key to success. It is the key to success. In fact, without it we wouldn't even exist.
Motivational psychology studies how people behave when they are motivated. When we are motivated, we can achieve amazing feats. However, motivation is not unlimited.
The five most important motivational factors are:
- Autonomy: The freedom to make your own decisions
- Mastery - The ability to master skills
- Purpose: The feeling of purpose
- Relatedness – The feeling that you are part of something larger
- Reciprocity is the willingness to give back
These motivators could be useful for your business. Each perspective offers a different view of why people behave the way they do.
An individual may seek autonomy to be able to choose his own path. Or perhaps he seeks mastery because he wants to become more skilled at his job.
So on. These are only a few examples of motivations. There are many other motivations. What are the most appropriate for your particular situation? This is entirely up to you.
To find out, I recommend that you write down three words that describe your ideal workplace environment. Take those words and adapt them to your current workplace conditions.
If you're having difficulty coming up with ideas then ask yourself, "Why do I do this?" You will find your goals when you know the answer.
Once you have a clear vision of your goals, you can start to see where you are right now. This knowledge will help you decide if you should make any changes.
If you don’t want to make any changes, it's time to assess your options.
You need to think about motivating yourself if you want to improve your life.
Which motivator is the most powerful? It is difficult to know. Instead of focusing solely on one factor instead, you should focus on all five.
This will enable you to reach your ultimate goal: being a successful entrepreneur.
What are the 3 motivations behind an entrepreneur's success?
Entrepreneurs have three primary motivations: freedom, money, knowledge.
- Freedom means the freedom to do anything you want at any time. When our lives or jobs are restricting us, we can become entrepreneurs.
- We wouldn't consider opening a business without money. Money is essential for survival.
- The third motivation is knowledge. Entrepreneurship requires us to constantly learn more and more, which is why we often find ourselves reading books, attending seminars, taking online courses, and learning how to create products and services.
This is what drives us towards our goals and success. It gives us purpose and meaning.
These three aspects are the reason we started our ventures. These three things are what keep us going each day.
If these three things are missing, we might pack up and go home. We will never be truly happy if these three things are missing.
Statistics
- "Most of the time when people ask me about motivation, 80 percent of the time, I attribute it to gratitude. (entrepreneur.com)
- "If you improve by just 1% every single day, in several months, you will have improved by 100%. (carolroth.com)
- “Effective communication is 20% what you know and 80% how you feel about what you know. (americanexpress.com)
- Our 10 years of research also shows that 75% of mentored entrepreneurs increased their revenue, and 82% of their businesses survived the first two years. (carolroth.com)
- “Life is 10% what happens to you and 90% how you react to it.” (oberlo.com)
External Links
oberlo.com
inc.com
kabbage.com
due.com
- How to Get Over Your Fear of Failure - Due
- 7 Daily Habits that Insanely Productive Persons Use - Due
How To
How can I keep my motivation high when starting a new business?
It is essential to create an income stream in order to make money online. This means creating a method to consistently generate revenue through your website.
You can do this by creating products that solve customers' problems. But how do these products get created? Here's the fun part.
There are two approaches to product creation. The traditional approach is to have a great idea, then spend hours perfecting that idea.
There is another way. Another option is to ask yourself "What problem am i trying to solve?" Find a solution to your problem by asking yourself the following questions.
This is called the "find-a-problem" method. You're likely to find a problem on another site if you use the "find-a-problem" method.
Once you have found the problem, it is time to decide if you want or not to solve it. There are three basic questions you need to answer:
- Is it worthwhile?
- It is possible.
- Will it make a difference?
If you can answer yes to all three questions, then you have the basis of a successful product. Now, you need to think about how to package the product.
Businesses that lack a plan for generating regular revenue are most likely to fail. Once you create your plan, you will find it easier to carry on even when you run out of ideas.
You might also discover that you have more ideas to accomplish than time. In this case, you can delegate tasks to other members of your team (or hire freelancers).
You can stay motivated as long you grow your income stream.
Remember, you can achieve any goal if you're willing and able to put in the hard work. Why wait? Don't wait!
