The Importance of Diversity and Inclusivity in Marketing to Gen Z

As a new generation comes of age, marketers must adapt to reach them effectively. Gen Z, born between 1997 and 2012, represents a diverse and socially conscious cohort of young people with strong values and expectations. Understanding their values and delivering campaigns that align with them is crucial for brands that want to reach this demographic. In this article, we will explore the importance of diversity and inclusivity in marketing to Gen Z, the business case for embracing these values, and the pitfalls and best practices to follow. We will also provide real-life examples from smaller, lesser-known companies that have successfully implemented inclusive marketing strategies.

Understanding Gen Z’s values and expectations:

Gen Z has grown up in a world where diversity and inclusivity are crucial issues, and they expect the same from the brands they engage with. According to a survey by The National Retail Federation, 57% of Gen Z respondents said they prefer to buy from companies that align with their values. This generation wants authentic representation and inclusivity in marketing, and they are quick to call out brands that fall short.

One smaller company that has successfully implemented inclusive marketing strategies is the shoe brand Rothy’s. Their sustainable shoes are made from recycled plastic water bottles, and they use diverse models to showcase their products. By featuring models of different ages, sizes, and races, they have created a campaign that aligns with Gen Z’s values of inclusivity and sustainability. They have also taken steps to address the issue of tokenism by ensuring that their models are not just props in the campaign but are given a voice and a platform to share their stories.

The business case for diversity and inclusivity:

Inclusive marketing is not just a moral imperative; it also makes good business sense. According to a study by Accenture, companies that prioritize diversity and inclusivity in their marketing outperform their peers by 70% in terms of revenue. By tapping into the values and expectations of Gen Z, brands can build customer loyalty and engagement that can translate into increased sales.

Another lesser-known company that has embraced diversity and inclusivity is the skincare brand BLK+GRN. They specialize in selling natural beauty products from Black-owned businesses, providing a platform for marginalized entrepreneurs to showcase their products. By aligning with Gen Z’s values of inclusivity and social justice, BLK+GRN has built a loyal customer base and attracted positive media coverage.

Pitfalls to avoid:

While inclusive marketing can be an effective strategy, it’s important to avoid common pitfalls that can alienate Gen Z consumers. One of the most significant pitfalls is tokenism, where a brand uses diverse models or imagery without truly embracing diversity in their messaging or practices. This can lead to accusations of cultural appropriation and damage to the brand’s reputation.

A lesser-known brand that has fallen into this trap is the fashion retailer Zara. In 2019, they were criticized for using a model with freckles and an Afro hairstyle to showcase a range of earrings. The model was accused of cultural appropriation, and the campaign was seen as insincere and tone-deaf. Zara’s reputation took a hit, and they were forced to apologize and withdraw the campaign.

Best practices for inclusive marketing:

To avoid the pitfalls of tokenism, brands must embrace authenticity and representation in their campaigns. This means not just using diverse models but also featuring real people from marginalized communities, engaging with those communities in meaningful ways, and taking steps to ensure that the company’s practices align with its values.

A lesser-known company that has successfully implemented these practices is the beauty brand Fenty Beauty, launched by the musician Rihanna. Fenty Beauty has been widely praised for its inclusivity, with a range of foundation shades that cater to a diverse range of skin tones. The brand has also been praised for using models of different sizes and races, and for engaging with its customers in meaningful ways. Fenty Beauty’s messaging is centered around inclusivity and empowerment, making it a favorite among Gen Z consumers.

Conclusion:

In conclusion, Gen Z represents a diverse and socially conscious generation that expects authenticity and inclusivity from the brands they engage with. By embracing these values, brands can build customer loyalty and engagement that can translate into increased revenue. However, it’s crucial to avoid the pitfalls of tokenism and ensure that campaigns align with the company’s values and practices. Smaller, lesser-known companies like Rothy’s, BLK+GRN, and Fenty Beauty have successfully implemented inclusive marketing strategies, providing valuable lessons for other brands looking to reach Gen Z. By prioritizing diversity and inclusivity, brands can build a lasting relationship with this important demographic and contribute to a more just and equitable society.