The world has been and always will be a place filled with incredible and exciting people with endless different backgrounds and perspectives, and some people might say that the digital marketing industry has evolved to represent this rich diversity. However, that’s not entirely the case. Many cultures still lack representation, especially online, but that doesn’t mean there hasn’t been any progress. These past few years, we’ve seen the industry act to meet the expectations of inclusivity – a message that has been growing steadily from their consumers in both power and volume.
So, here they are – the stories from Google’s Inclusivity Panel, and what businesses around the world can learn from them.
Diversity Already Exists in Your Customers
Let’s begin with the thoughts of Sandy Saputo, the Chief Marketing Officer of Fenty.Part Lebanese and part Egyptian, she immigrated to America at the age of seven with her family.
Now, we first have to address what a phenomenon Fenty is. Conceptualised by Rihanna, it is the most culturally inclusive makeup line in the world with products catering to over fifty different skin tones. Azerbaijan Mobile Phone Numbers It is one of the world’s most successful premier beauty brands. In addition, and a flagship for cultural inclusion as a beauty industry standard.
Empower and Engage with All Communities
We also heard from panellist Danielle Tiedt, Chief Marketing Officer of household brand YouTube. Over the past few years, we have seen the brand embrace the communities that have crystallised within it, and support them as an industry with a lot of power and influence.
The main message we took from Tiedt was that businesses wield a lot of power, especially when they are platforms for expression and communication (like YouTube), and that they should use this power to lift up people who might otherwise not have a voice. Having grown up in a very small town in the United States, Tiedt is no stranger to the effects a narrow stream of exposure can have on people. As she said, “if you don’t have positive narratives around you, that has a really serious downstream effect”.
In recent years, YouTube has taken an empowering stance towards diversity on their platform. In addition, championing campaigns such as YouTubeBlack. Which focuses on connecting black creators with wider communities and brands. In addition, and the #ProudToBe campaign, which they began in response to the Orlando nightclub shooting in 2016.