What is diversity and inclusion? Why should we implement it in content marketing? How to embrace diversity through inclusive content marketing

1. Presentation by Ashley Atkinson
Content Marketing/BUSA04880
Due: August 23, 2020

2. Defining Diversity and Inclusivity
• Diversity: the condition of having or being composed of differing
elements. Variety.
• Cultural diversity/multiculturalism: a system of beliefs and behaviors
that recognizes and respects the presence of all diverse groups in an
organization or society, acknowledges and values their socio-cultural
differences, and encourages and enables their continued contribution
within an inclusive context which empowers all within the organization or
society.
• Inclusive: including everyone.
• Inclusivity: the practice or policy of including people who might otherwise
be excluded or marginalized, such as those who have physical or mental
disabilities and members of minority groups.

3. Embracing Diversity Everyday

4. Inclusivity in Action
Defined by Dr. Lisa D. Belfield
(Purdue University)

5. The Why?
Change can be a lot of work, but this type of shift is well worth
the investment for your brand. Inclusivity lets your audience
know something of the utmost importance: you see them. It
gives the brand heart, depth, and provides a more meaningful
way to emotionally connect with potential customers. There
are even stats to back up these claims. Recently, Kantar
conducted a study that found advertisements with progressive
messaging were 25% more effective. Millenials, Gen-X, and
Z alike are seeking more from the companies they invest in.
Your content is best as clearly defining what you are all about,
what sets you apart, and lets your customers know you care
and are paying attention.

6. –Pamela Bump, Hubspot
“Inclusive marketing describes campaigns that
embrace diversity by including people from
different backgrounds or stories that unique
audiences can relate to. While some inclusive
campaigns make an effort to break
stereotypes, others simply aim to reflect or
embrace people in the real world.

7. Statistics
• The United States in 2019:
• Racial and ethnic minorities
make up ~40% of the
population.
• 51% of children under age
15 were considered
minorities.
• 4.5% identify as LGBTQIA.
• 40 million+ have disabilities.

8. Statistics (Continued)
• Ads with progressive
messaging are 25% more
effective.
• 64% of consumers took action
after seeing an inclusive
advertisement with higher rates
among millennials (77%),
Blacks (79%), Latinos (85%),
LGBTQ+ (85%)

9. Inclusivity Done Right
Notably, Coca-Cola has incorporated inclusivity into their content and marketing before it
was widely recognized as a need. In fact, in 1971 they release this ad which includes
people from many backgrounds and was considered radical. The brand has continued to
release similar videos over the years. Their current content centers around a campaign
entitled “together tastes better,” unwavering in their efforts to represent everyone. They are
considered an example when it comes to inclusive content.

10. Inclusivity Done Right
From infographics and photography to DIY’s
and video content, Aerie by American Eagle is
a brand that truly holds inclusivity practices
close to their brand identity. While Aerie is a
female focused brand they leave no stone
unturned and even have a commitment to not
retouching photos.

11. How you can incorporate diversity in your content
• Feature the typically underrepresented; people of color, all shapes, sizes, ages,
genders, LGBTQIA identifiers, varying religious backgrounds, and those who
are disabled.
• Use your audience and data to keep things authentic. Update existing persona
profiles to ensure everyone is included.
• Tell real stories about real people.
• Unite people with commonalities through your content and brand messaging.
• Look amongst your peers. Is there a diverse group creating your content? Is
there a missing voice or one that could be better represented by another
person?
• Change relevant pronouns.

12. Tools and Resources
• The Conscious Style Guide: website by Karen Yinn that
will assist in language, style, and guidance on making the
right decision when it comes to inclusivity.
• Disability Style Guide: glossary on terms by the National
Center on Disability and Journalism.
• AP Guide (updates): updated guide from AP Stylebook.
• Designing for Disabilities: website design guide for
blindness, deafness, dyslexia, and other disabilities.

13. Sources
Bump, Pamela. “7 Brands That Got Inclusive Marketing Right”. Hubspot, 20 February 2020, https://blog.hubspot.com/marketing/inclusive-
marketing-campaigns.
Belfield, Lisa. “What Is Cultural Diversity?”. Purdue Global, https://www.purdueglobal.edu/blog/social-behavioral-sciences/what-is-cultural-
diversity/.
Gynn, Ann. “How to Do Diverse and Inclusive Content Marketing That Matters”. Content Marketing Institute, 5 June 2020, https://
contentmarketinginstitute.com/2020/06/diverse-inclusive-content-marketing/.
Mitchell, Michaela . “How to Be More Inclusive In Your Content Marketing”. Copypress, https://www.copypress.com/blog/inclusive-content-
marketing/.
“Inclusive” Merriam-Webster Dictionary, https://www.merriam-webster.com/dictionary/inclusive.
“Diversity” Merriam-Webster Dictionary, https://www.merriam-webster.com/dictionary/diversity.
“Inclusivity” Oxford Languages, https://languages.oup.com/google-dictionary-en/.