Marketing

Jesse Jackson once said, “Inclusion is not a matter of political correctness. It is the key to growth.”

This is more evident now than ever before. There is no question for me that prioritizing diversity, equity and inclusion (DEI) in companies of every size and in every industry comes with a renewed sense of urgency in the United States today.

When you think about which department within an organization should be most focused on prioritizing DEI, human resources may come to mind. However, diversity isn’t just an internal HR matter; marketers have an opportunity and a responsibility to put diversity at the forefront of their thinking when they’re hiring colleagues, creating content and planning campaigns.

Why marketing?

Marketers have access to communications and media that can change DEI from an initiative to an integral part of a company’s culture and its brand. It is marketers who translate corporate strategy and brand concepts into the words, images and messages the company uses both internally and externally. Simply put, marketers are change agents. And putting DEI at the forefront of our marketing campaigns is a responsibility we should own.

DEI can help grow the business and build loyalty. 

In an August 2020 report on the retail and consumer goods markets, McKinsey points out that consumers are showing a preference for brands and retailers they trust and that it’s important for companies to demonstrate social responsibility. Consumers are changing their attitudes about where to buy and voting with their wallets: According to a 2019 survey from Markstein and Certus Insights (via Businesswire), “46% [of consumers] pay close attention to a brand’s social responsibility efforts when they buy a product.” Those companies that put words into action to address DEI will likely be rewarded.

Forward-thinking companies like Verizon understand this shift. In April 2021, Verizon announced that it is rolling out a new set of goals around how it approaches DEI in all aspects of its marketing operations, including a commitment to spend 30% of its budget on “diverse-owned video, experiential and print production firms” and other initiatives that take into account an industry-wide gender equality measure. According to Verizon CMO Diego Scotti, “Corporate social responsibility isn’t the thing you do on the side in terms of philanthropy — you must move it to be central to your strategy.”

The bottom line is that if our audience sees themselves reflected in our company’s marketing campaigns, they will take notice. And, in today’s environment where getting above the noise is difficult, taking an authentic approach to diversity and equity can help you garner the attention your brand needs to build a loyal following.

How diverse is your marketing team? 

Marketers are the company’s experts in language, imagery and prose. Marketers know how to apply these communication techniques to best serve the company’s employees, prospects and customers. How can we ensure that those featured in these critical marketing assets are properly represented? First, take a step back and ask yourself if your team accurately mirrors the diversity initiatives you are seeking to prioritize. No matter how empathetic and open-minded the people on your marketing team may be, a less diverse team can be a silent barrier to inclusive marketing. Aim to build a team composed of colleagues who come from diverse backgrounds. This action can help your stories resonate with your employees, prospects and customers.

According to a recent Glassdoor survey, job seekers and employees want employers to step up their transparency around DEI. If employers don’t, they may miss out on retaining top talent. About one in three employees and job seekers (32%) would not apply to a job at a company that lacks a diverse workforce. If you haven’t been thinking about this already, now is the perfect time to modernize your team’s hiring strategy and include DEI as a priority. If you need further incentive, McKinsey explains “that diverse teams are more innovative — stronger at anticipating shifts in consumer needs and consumption patterns.” This dynamic could translate into a real competitive advantage.

Is your content diverse, and does it reflect those you seek to engage? 

Just like Rome wasn’t built in a day, an inclusive brand marketing program often takes significant time and effort. The first step is understanding just how well your marketing efforts reflect your brand. Take a look at your customer-facing campaigns and programs. Who are the faces behind your marketing content? Your products may be for everyone, but if your images and videos lack racial and age diversity, they may not resonate with employees, prospects and customers. After all, the goal of your content should be to create an emotional connection with your audience.

Next, look at the tone of voice and words you are using in your writing. Make sure the language you’re using will resonate with your target audience, and be careful when using jargon and slang. When you’re thinking about storytelling, be intentional about using diverse perspectives.

Some marketing professionals are making progress on these initiatives, but for others, there is a long way to go before inclusive and diverse marketing becomes the norm. As company leaders, we have a responsibility to help ensure that DEI is part of our conversations and implemented in our campaigns. And we can take on the role of helping the CEO recognize the importance of DEI for growing the business.

It’s important to check yourself.

Ask yourself, “As a marketing leader, do I know what our company’s DEI goals are? Am I leading in a way that prioritizes DEI?”

If not, take action. Consider inviting DEI representatives to team meetings when you’re planning or refreshing campaigns. Open up the dialog and be bold about talking about this priority with your team. With your CEO, find examples of how you are bringing DEI to life within the company and garner support.

I believe we will see progress as more marketing leaders embrace their responsibility in prioritizing DEI and, specifically, take actionable steps to align the internal values of the company with the external brand messaging. Marketers are change agents. And we have the power to lead a DEI transformation.

As B2B marketing leaders, we have a lot riding on our shoulders: Listening to customer needs, accelerating business growth, driving product innovation and, now, driving social and environmental awareness. In the wake of 2020, one of the most disruptive social and environmental years in our recent history, we know it’s not just about growing revenue; it’s about growing our businesses responsibly.

Recently, to my surprise, I received a heavy 2x3x2 foot box at my doorstep as part of a direct mail marketing campaign. As I opened the box and pulled out layers of plastic and bubble wrap, I wasn’t just thinking about the gift, I was thinking about the cost to the environment. I unveiled my gift to find a six-pack of beer with an accompanying 10-page analyst report. Not being a beer drinker, I laughed at first. Then I started thinking, what is the role of marketing when it comes to helping save the planet?

Let’s start with some statistics. Did you know that only about 32% of America recycles, down from 34.7% in 2015? Or that Americans can generate as much as 1,800 pounds of landfill per person per year? With a population of more than 331 million, just think about that number for a minute.

Over two-thirds of U.S. consumers say it’s important for companies to reduce their impact on the environment, with the percentage jumping to 83% for Millennials ages 21 to 34. With 44% of Millennials acting as the primary decision-makers in today’s buying economy, it’s crucial for marketing teams to demonstrate alignment on these issues. In fact, 83% of Millennials want companies to align with their values, which should speak volumes to marketing leaders.

We have hit a tipping point when it comes to the environment. And yet, we are still not acting fast enough. Marketers play a key role in making sure the right decisions are made for their company. So, as marketing leaders in the richest economy in the world, here are a few small ways we can help save the planet:

1. Eliminate the plastic swag and limited-use accessories. 

2020 was a wash for in-person events, but as cities continue to fully reopen and people start to become more comfortable traveling and gathering, in-person events and conferences are coming back.

According to Northstar Meeting Group data from May, 82% of planners surveyed expect to hold live events this year. Much has changed this past year, and it’s time for marketers to rethink their swag strategy at these events. Cheap branded tote bags, t-shirts and pens are generally ineffective, overused ways to increase brand awareness, as they tend to not be used after the event and eventually end up in the trash.

It’s time for marketers to transform their strategy at conferences. Studies have shown that more and more people value experiences over things, so why not offer a unique experience that will result in a positive association for your brand? Consider hiring a photographer to take attendees’ headshots at the conference, hiring massage therapists to give free chairs massages or even giving away coupons to support a local restaurant in the area (that has undoubtedly struggled this past year).

Another idea is to have a spinning wheel at your booth with a number of prizes that involve experiences (or if you’re branding something, consider high-end chocolate or coffee). I promise more people will be at your booth than the one next door that’s offering branded t-shirts and pens.

2. Choose alternatives to shipping cardboard boxes and plastic wrap. 

As climate change and the impacts of consumer behavior sink in, people are paying attention to what companies are doing to reduce their environmental footprint. That starts with the marketing team’s decisions.

Five years ago, a six-pack of beer might have been positively received, but nowadays, even if the recipient likes beer, they may not see past the plastic and the cost of sending something through the mail that they could have purchased at the grocery store three blocks away. Next time, consider sending them a redeemable coupon for that six-pack instead. You could even think beyond the alcohol and offer gift cards, non-profit donations in their name, food donations, tree plantings or a handwritten note.

3. Guide recipients on how to dispose of shipping materials. 

The language you use to communicate how to recycle is critical and has come a long way over the past two decades. According to recent data, “organic” was used in less than 2% of all mail from 2000 to 2004, but is now used in nearly 38% of all mail pieces. “Sustainable” went from 1.64% in the early 2000s to over 36% between 2017 and 2021. And “please recycle” grew the most, from 0.31% between 2000 and 2004 to nearly 60% today.

If you are set on sending out direct mail, make sure you guide your recipients on the best way to dispose of the packaging. And remember, just over one-third of America is recycling today, so this should be the last resort. It’s better for the environment to eliminate the shipping costs in the first place.

We can help save the planet.

When thinking about your marketing campaigns, especially direct mail and events, ask yourself: How can I accomplish my goals in the most environmentally responsible way? Then, take real action. A famous Chinese proverb says, “The best time to plant a tree was 20 years ago. The second best time is now.” In the same vein, there’s no better time than right now for marketing leaders to show up for their company, consumers and the environment.