Diversity First: The Key to Effective Marketing

Marketing in the future will be shaped by diverse and multicultural audiences. However, many companies are not equipped to effectively engage with these audiences, often relying on outdated tactics or limited outreach efforts. Failing to connect with diverse audiences is a missed opportunity that will hinder future growth.

The United States is experiencing increasing diversity, with multicultural audiences wielding growing economic, political, and social influence. In the past five years, the population and purchasing power of Hispanic, Black, and AANHPI communities has outpaced that of non-diverse communities. Diverse voters are set to play a pivotal role in key swing states in the 2024 election. Additionally, mainstream culture is being shaped by the music, fashion, and language of diverse communities.

In light of these trends, and especially following the killing of George Floyd, brands have been making a deliberate effort to prioritize diversity, equity, and inclusion (DE&I) as a fundamental part of their overall strategy. This has encompassed changes in hiring practices, sourcing, as well as advertising casting and placements. While this is a positive step, there has been a lack of significant progress in truly prioritizing and amplifying the voices and experiences of diverse communities.

Treating marketing to diverse communities as a mere formality is no longer acceptable for any company. Moving forward, a successful marketing strategy must not only be diverse, but must also be diverse-first. This approach acknowledges the shift from a traditional American "melting pot" to a cultural stew with unique components, origins, and flavors. Achieving success in this context requires a genuine appreciation and direct engagement with these distinct elements.

The concept of diverse-first marketing is easy to understand in theory, but challenging to implement in real life. Some companies have hesitated to embrace this approach due to perceived risks. Focused on the fear of making mistakes, they may overlook the opportunity to succeed.

How can companies surmount this obstacle? It all begins with a shift in mindset. In essence, the belief that one must have all the answers must be abandoned.

Creating diverse-first marketing requires multiple voices and viewpoints, just like trying to illuminate a large painting in a dark room with a single flashlight. Only when others join in and shine their lights do we see the full picture. As a white male CEO leading a multicultural marketing firm, it is crucial for me. We have built a team where 85 percent of our members identify with diverse communities and bring their full range of experiences to our work. We embrace the moments of discomfort as positive friction, necessary to ignite change.

Recognizing when a creative brief contains stereotypical assumptions or when a research question lacks nuance is the spark that drives us. It empowers us to test ideas from all angles and advocate for more comprehensive engagement strategies. No one of us could do this alone, but together we can overcome the fear of making mistakes and focus instead on creating content and strategies that resonate with every community we serve.

Diverse-first marketing is not simple, but it is crucial. By assembling the right people—both on your team and within your ecosystem—it’s possible to develop the organizational skills of curiosity, humility, and nuance. When this happens, diverse-first becomes second nature, and you will be rewarded with the loyalty necessary to sustain your business for years to come.