The consumers we target through social media marketing can be of any race, language, culture, and nation, and each of them wants to see themselves in our offerings. Nowadays, consumers are more likely to purchase brands that they can relate to.
Therefore, it is important to understand people’s motivations and values to align your business with them and make your potential customers feel heard.
However, we do not mean that advertising should be deceptive and persuade consumers to believe that our company is something it is not. Your company should have its unique identity and be truthful, not deceptive.
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Most people prefer brands committed to their values
One of the ways your company can grow is by presenting an image of inclusiveness and authenticity. In other words, your brand should reflect the diversity of your customer base, and your values should match those of your target audience.
Consumers are increasingly supportive of companies committed to social and environmental responsibility. They want to see themselves reflected in the brands they buy and know that their money is going to companies that have a positive impact on the world.
How your company can present an image of inclusion and authenticity:
- Show diversity in your marketing and advertising campaigns: Show people of different races, ethnicities, genders, ages, and body types.
- Promote fairness and equity in your workplace and community: Partner with minority-owned businesses, provide employment opportunities for people with no experience or people over 50, or advocate for environmental protection.
- Be transparent about your business practices and values: Share your sustainability goals, commitment to diversity and inclusion, and ethical sourcing policies on your website and social media accounts. Annually showcase the results of those sustainability goals and the campaigns you have initiated or supported to meet those goals.
- Involve your customers in social and environmental initiatives: Create donation programs, volunteer opportunities, or customer surveys. Be honest and sincere to make your customers feel you are not doing it to get attention but as part of company policy.
When consumers see that a brand is authentic and inclusive, they are more likely to trust and support it, increasing brand loyalty, sales, and growth.
The public should see diversity when contacting you
Not only should there be inclusive advertising, but also in the people who interact with the public. The public will perceive your company as inclusive, not in a forced way, but genuinely, if inclusion is evident throughout the company, from the person answering the phone to the department manager. Social media should also reflect this diversity: every post should reflect the company’s inclusion policy.
Hiring people with different backgrounds and experiences can have many positive benefits for productivity and the work within a company. When employees feel they are part of a team where their unique perspectives and contributions are valued, they are more likely to be engaged and motivated, leading to increased creativity, innovation, and problem-solving. Additionally, a diverse workforce can help to improve customer service and employee satisfaction.
How diversity can improve productivity:
- Diversity of thought can lead to better decision-making. When employees with different backgrounds and perspectives come together to make decisions, they are more likely to consider more options and potential consequences, leading to better-informed and more effective decisions.
- Diversity of experience can lead to more innovative solutions. Employees with different backgrounds and experiences have a broader range of knowledge and skills to draw from, which can help the team come up with more creative and innovative solutions to problems.
- Diversity of perspective can help to improve customer service. Team members from different backgrounds and cultures can better understand and relate to a broader range of customers, improving customer service and satisfaction.
- Diversity can help to create a more positive and inclusive workplace culture. Employees who feel valued and respected for their unique identities are more likely to be engaged and productive. Additionally, a diverse workplace culture can help to attract and retain top talent.
Overall, hiring people with a diversity of backgrounds and experiences is a good business decision. It can increase productivity, innovation, customer service, and employee satisfaction.
Here are some additional thoughts on how to create a more inclusive and productive workplace for people with disabilities:
- Provide accessible spaces: Consider offering accessible workstations, assistive technology, and flexible work arrangements.
- Create a culture of awareness and understanding: Educate employees about disabilities and how to be inclusive.
- Encourage employees to self-identify their disabilities: This will help to ensure that everyone has the support they need to be successful.
- Provide opportunities for professional development and advancement: People with disabilities should have the same opportunities as everyone else to grow and develop their careers.
Remember that the likelihood that customers will purchase a product or service from us increases if they can identify with our company’s values. They are also more likely to recommend our products or services to their friends and family (either in person or online), which will help our brand grow.