When brand and diversity infuse.

Marketing is essential to empowering diversity by removing unconscious bias from research through to execution; representing diversity in brand campaigns, creating inclusive messaging in recruitment campaigns; and asking questions, observing and understanding human behaviour and what makes us different.

There are some amazing examples of brand campaigns embracing diversity, including Microsoft’s 'Reindeer Games' advertisement with inclusive product design; Nike 'Dream Crazier', which celebrates dreams, without expectation; and Madonna Badger’s brand campaign created in memory of her beautiful daughters. This raised awareness of the unconscious bias which exists today in how women are portrayed in advertising.

At Willow, under my leadership in 2018-2019 we implemented diversity in our brand marketing through the representation of diversity in our campaigns, in our recruitment advertising and through our own team recruitment. Diversity brings together different ideas, points of view and backgrounds, accelerating creativity and ideation. And it drives results.

In a 12 month period, we saw a double-digit increase to diverse staffing hires and triple-digit increase to our digital marketing engagement and responses. Put simply, it just makes sense. Diverse teams drive better customer outcomes and drive improved business results overall.

Marketing must lead the quest to understand their customers in a number of ways. Recruit diverse marketing teams. Meet with customers and partners. Listen, observe and seek to understand. Spend time with the users of the product, understanding how they use, and don’t use, your solutions. Understand how messages are being received and listen for unintended bias. Finally, stay curious – always ask, listen and clarify.

The key challenges in diverse marketing, which are difficult but not impossible to address, include unconscious bias in research, product design, and customer feedback; finding hidden diverse talent to profile in your campaigns; lack of data points showcasing the clear connection between diversity and the bottom line. Seeing is believing. When you bring diversity to the forefront of your brand, you create stronger brand connection, and engagement. It is essential to the success of modern brands and marketers.

This post was originally featured in the CMO Magazine in 2019.