The Importance of Diversity and Inclusion as a B2B Marketing Trend

table of contents
introduction
The Basics of D&I in Marketing
Strategies for building an inclusive marketing community

introduction
Diversity at all levels within a company is one of the leading indicators of a marketing firm’s success and productivity. Therefore, implementing diversity and inclusion (D&I) will not only increase a company’s buy-in and revenue, but it will also help improve hiring and retention, customer acquisition, and loyalty. This also means that marketing leaders can make their organizations more diverse in a competitive market, resulting in more knowledge and potential customers in the long run.

A recent report stated that over 48% of customers would pay a premium for products and services from brands they trust, and the only way to regain that trust is by fostering a culture of diversity and inclusion in the workplace, which reflects marketers empowering and supporting marginalized groups. Additionally, the Edelman Trust Barometer research revealed that the 21st century marketplace is shifting, with Gen Z leading the way and demanding greater transparency and accountability from brands in their thinking and business processes.

Marketing leaders who focus on trust-building choices must therefore ensure that diversity is represented in advertising and promotions too. However, consumers want advertising and promotions that represent them, their interests and needs. They want evidence that representation is authentic, not just superficial value.

If you’re reading this article by martechcube, there’s a good chance you’re interested in learning more about why DEI is important in marketing, specifically in the areas of advertising and content.

The Basics of D&I in Marketing
D&I in advertising and marketing is important for companies who want to highlight that they understand and care about the importance of equality and inclusion in society. When marketers spend more time communicating with potential customers, it creates a deeper connection with the brand and its audience. Truly inclusive marketing listens to underrepresented voices and helps create positive social change that sets them apart from other consumers. For example, California-based research firm Money Mongers launched a marketing campaign that addressed the industry’s lack of representation around race, ethnicity, and gender so it could connect deeply with a broader audience. To do so, the organization collaborated with numerous creators from underrepresented groups to create an interactive storytelling campaign that highlighted the stories of their communities. The end results of this campaign include increased customer engagement, positive feedback from the communities represented, and increased brand recognition from audiences.