Authentic marketing means being transparent, honest, and consistent in brand messaging. It means aligning your brand values with your actions and delivering on your promises. On the other hand, inclusive marketing is about recognizing and acknowledging your consumers' diversity. It involves creating content representing your consumers' different cultures, backgrounds, and perspectives throughout your marketing efforts.
Consumers want to know the business they're buying from is genuine. They appreciate brands that are inclusive and respectful of diversity. Now more than ever, companies need to take steps to show customers that they are authentic, differentiating themselves from close competitors.
Authenticity builds customer trust, and customers buy from brands they connect with. If a brand doesn't speak to them, if they don't trust the brand, they find an alternative. According to a report by Edelman, 67% of consumers say they will buy, stay loyal, and advocate for brands they trust.
Trust drives growth: consumers reward brands they trust with purchases, loyalty, and advocacy, which leads to company growth. Additionally, the Edelman report found that 76% of consumers disengage from brands when they lack relevance or authenticity. When consumers realize a brand's messaging is exploitative, intrusive, exclusive, and inauthentic, they disengage. This implies that when a company fails to meet these expectations of its consumers (being authentic and inclusive), it can result in missed opportunities and even backlash from consumers.
The concept of “normalization” means underrepresented groups of people want to see themselves represented in everyday scenarios, not just in special campaigns centered on their identity but in normal situations where it's not about their identity. They seek brands that consistently practice inclusivity rather than making it a one-off effort that only highlights their identity.
Inclusivity and authenticity should always be normalized in the brand’s values, marketing communication, and product offerings. Consistency is vital for creating a sense of authenticity in a brand's customer base. When a brand is consistent in its inclusivity actions, customers perceive it as staying true to its identity, building trust and credibility.
Unfortunately, many brands have not normalized inclusivity in their marketing communication. They try to include underrepresented groups in their marketing and advertisements, but today’s socially aware consumers can easily spot when a brand is "checking a box" rather than fully committing to inclusivity.
One core idea in inclusive communication is that people want to see themselves represented. In ads, consumers want to see people who look like them, so brands should include people from different backgrounds and cultures in their marketing communication. They should also use inclusive language and avoid stereotypes.
Representation matters because it helps break stereotypes and empowers individuals. When a brand highlights diverse stories, it builds trust and connection with its audience. This creates an environment where people feel the brand understands and values them. A study by Wunderman Thompson found that 63% of consumers from underrepresented groups would buy from brands that make an effort to represent them.
According to a Google survey, 64% of those surveyed said they took some action after seeing an ad they considered diverse or inclusive. When a brand represents diversity authentically, it builds trust among its customer base.
Tokenism is doing something only to show that you are following rules or doing what is expected or considered fair. Tokenism often occurs when brands only feature diverse individuals in specific and limited contexts (For example, only showing members of minority groups in particular campaigns). Brands make superficial or symbolic efforts to be inclusive, which should be avoided.
For inclusivity to feel genuine, it should be consistent across all touchpoints, from above-the-line advertising to organic social media posts and product offerings. A survey by Unstereotypealliance.org found that consumers are increasingly holding companies accountable for their stance on diversity, inclusion, and anti-discrimination. They demand tangible action and transparency and may boycott brands that do not meet their expectations.
Employee advocacy enhances authenticity through employee-generated content. When employees become brand ambassadors and share their experiences, it builds credibility. Employees represent one of a company's most trusted resources. Employee-generated content is perceived as more credible on social media and can reach a more diverse audience. Just think about the number of employees your company has: if each one shares company-related content, it can reach a large audience and have a long-term impact on brand trust and perception.
People tend to believe more what employees say about their employer than what the company says. Therefore, by sharing an authentic view of the company’s culture and values and talking about the company's products and services in a believable way, employees grow brand trust because of their innate authenticity. Hence, employee advocacy is authenticity plus credibility for your brand.
Authenticity and inclusivity are key assets for every brand’s marketing communications. If you want to be an inclusive brand, it is important to showcase inclusivity in your brand campaigns, product offerings, customer experience, and employee experience. By being genuine, transparent, and respectful of diversity, you can unlock a powerful marketing asset that will continue to enhance your company's growth and engagement.