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Fueling intersectionality in brand marketing

Understanding discrimination

Sadia Corey VP, Client Development 09/08/2023

In today's rapidly evolving global landscape, brands must recognize and embrace the concept of Intersectionality. Intersectionality acknowledges that a multitude of intersecting factors, such as age, race, gender, sexual orientation, ethnicity, ability, socioeconomic status, and more, shape individuals' identities. By understanding and incorporating Intersectionality, brands can effectively engage with diverse consumer groups and foster inclusivity, ultimately reaping significant benefits in terms of brand loyalty, market share, and social impact.

As consumers increasingly demand authentic and inclusive brand experiences, those brands that fail to recognize the importance of Intersectionality risk losing relevance, market share, and the opportunity to create a lasting impact.

In our latest report ‘Understanding bias, discrimination, and its impact on society’, we investigate the lived experiences of 4,973 people from the United States, United Kingdom, France, Sweden, Germany, and the Netherlands to understand the discrimination felt by consumers, in an effort to raise awareness and fuel inclusivity from brands when marketing to their audiences.

By recognizing the diverse ways groups are marginalized, brands can enhance authenticity and foster genuine connections with consumers. Furthermore, brands that proactively integrate inclusivity into their marketing strategies can avoid tokenism and cultural appropriation, which often lead to negative backlash and damage to brand reputation. Instead, they can create campaigns that authentically represent and celebrate the diverse lived experiences of their consumers, thereby establishing a foundation of trust and loyalty.

Brands have immense power to drive positive social change by amplifying marginalized voices, supporting underrepresented communities, and actively working to dismantle systemic barriers.

 

 

To view the full report, download here

Politics and changes in the law often give rise to social movements and activism that challenge prevailing norms and demand greater inclusivity. Brands that are responsive to social movements and actively engage in conversations around inclusivity can demonstrate their commitment to social progress. By openly supporting and amplifying these movements, brands can connect with socially conscious consumers who are increasingly seeking products and services from companies that align with their values.

Political decisions and social movements can also generate controversies and backlash that brands must navigate carefully. When brands take a stand on sensitive issues, they risk alienating segments of their consumer base that hold different viewpoints. The controversy surrounding issues like racial justice or gender equality can sometimes lead to boycotts, negative publicity, or damage to a brand’s reputation. Brands must be prepared to handle such challenges by engaging in thoughtful and empathetic communication, demonstrating transparency, and remaining committed to their values. Understanding the complex landscape of people’s lived experiences could help mitigate risks while remaining steadfast in their brand values.

As consumers increasingly demand authentic and inclusive brand experiences, those brands that fail to recognize the importance of Intersectionality risk losing relevance, market share, and the opportunity to create a lasting impact. Embracing Intersectionality is an ethical choice and a strategic necessity for brands seeking to thrive in a diverse and evolving marketplace.

Political decisions, policies, and social movements can profoundly influence the level of inclusivity within societies, creating both challenges and opportunities for brands in their marketing endeavors. By acknowledging and incorporating their consumers’ diverse identities and experiences, brands can foster authenticity, establish meaningful connections, and expand their market reach. Moreover, embracing Intersectionality enables brands to be agents of positive change, shaping societal attitudes and contributing to a more inclusive world.

Download our free report below..

 

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