📷 Image Credit: AdAge with publishing partner Female Quotient 👆
TL;DR Gen Z and Gen Alpha have been shown to react better to companies’ culture of inclusion and diversification. If you want to stay relevant, make sure to consider this authentically when creating content.
Amongst the many changes in recent weeks, from the pandemic to societal changes, many marketers are left wondering what the appropriate action is to take in terms of their online presence. Inclusivity, authenticity, and diversity can help transform a company from a crisis. According to a study done last summer, consumers are more likely to purchase a product if the advertising is more inclusive and diverse. We know that advertising that represents diversity will be a major differentiator in brands and products moving out of the pandemic.
We are living in a different world than we were four months ago, and marketing and advertising techniques should be shifted accordingly. The goal of marketing is to shift the mindsets and behaviors of people; it is important to note how different people experienced this pandemic due to differences in race, geographical location, and other circumstances when appealing to your audience. Brands should be aware right now of how their actions in the social climate affect their brand’s image and what they can do to foster more empathy and positivity. As marketers, it is important to understand the impact that marketing has on shaping culture, as marketing does not only reflect culture but continues to define it.
Written by: Sofia Christensen, Intern
Edited by: Lisa Knight, COO & Mentor