Focus on diversity and equality
For a long time, diversity, equality and diversity were more of a suggestion for companies, which could be ignored without serious consequences. Today, the attitude of many consumers has changed so that diversity and equality have become a must-have, especially in marketing.
If customers do not feel represented or understood by the company, they are unlikely to make a purchase or repeat purchase. "Diversity marketing can therefore have a decisive influence on the success of a company. Especially in young target groups, the marketing orientation including advertising exerts a positive influence on buying behaviour. In addition to this buying behaviour, the loyalty of customers is also positively influenced, which leads to the conclusion that diversity and equality are more important today than ever before. A company's diversity and focus on tolerance and equality should be communicated externally in order to be part of the social change.
"Diversity marketing" describes a marketing strategy that addresses and includes different groups. It does not refer to a single campaign or message, but to representing the target groups according to their life situation, values, expectations of their beliefs and lifestyle and reaching them with the help of appropriate communication channels. "Diversity marketing addresses the six dimensions of sexual orientation, ethnicity, gender, religious affiliation, special needs or age. These groups should be adequately represented and addressed in a marketing activity or message.
Probably the biggest mistake a company can make is not addressing the issue at all or even deliberately positioning itself against it. In the most frequent cases, diverse marketing fails true to the motto "always trying". Thus, marketing managers try to be particularly imaginative, quick-witted or empathetic, but often unconsciously only serve cultural stereotypes. In doing so, they achieve exactly the opposite, usually followed by a PR disaster.
In order to implement good, strategic and successful "diversity marketing", a holistic approach is needed, which the entire company must represent in every area.
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