Reaching the Diversity and Inclusion Tipping Point and Why it Matters for your Brand
In libraries across the country, story time is getting a makeover. Drag Queens are coming out in new ways, rotating between the standard bachelorettes and brunches to babies and books. The Queens are bringing their humor and zest to popular children’s stories- the goal? To sprinkle storytime with positivity, acceptance, and empowerment for their tiny audience.
What started as a small, seemingly radical, movement in San Francisco in 2015, has now become a family favorite in libraries throughout the US. But libraries are not the only place we’re seeing a push for exposure to diversity and inclusion.
Post Millennials (Gen Z) are the most diverse generation to date. As this generation becomes more influential in our economy, there is a call for both the private and public sector to better reflect the new diverse majority or risk being left behind. Unlike the “keep out of politics” mantra from a few decades ago, today’s consumers are rewarding brands that take a stand on social issues.
The benefit to brands is clear- those companies that are more inclusive in their advertising are 25% more effective at reaching consumers and delivering a powerful message. In just one example, when Nike launched their ad campaign with Colin Kaepernick, their stock rose 7% despite the Dow Jones having one of its worst week’s in 10 years. While the calls for boycotts made noise, Nike made a profit by understanding where their target audience stood on an issue and reflecting that in their marketing.
For years, Talk Shoppe has seen this rising trend toward inclusion, diversity, and authenticity in almost every study we’ve conducted on brand perceptions. It’s no longer a “nice to have” to take a stand on hot button issues, but rather “table stakes.”
As more and more brands enter the race to stand out on inclusive messaging, innovative brands will need to chart a course for the next big trend in authentic, socially-focused, marketing. If bold stances and inclusive advertising are no longer differentiators, what’s next? Corporate responsibility gets a new call to action? From what we can see, a green new deal for brands might be coming up next. Let’s explore it together!
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