Preaching Diversity and Inclusion: From market segmentation to brand building

Preaching Diversity and Inclusion: From market segmentation to brand building
Jessica Wong Cheuk Yi (1155087519)

What is inclusion?

In today’s society, diversity and inclusion are much celebrated especially by millennials on the Internet. While some corporates such as Abercrombie & Fitch are heavily criticised for perpetuating social exclusion, a large group of individuals and businesses have grown to become increasingly more sensitive towards issues of exclusion on the other hand. It is observed that the interpretation of the concept ‘inclusion’ varies across generations.

According to a study carried out on millennials’ view on diversity and inclusion by Deloitte in collaboration with Billie Jean King Leadership Initiative, this generation views ‘cognitive diversity as essential for an inclusive culture that supports engagement, empowerment and authenticity’ (Smith & Turner, 2015). Compared to non-millennials who understand diversity in terms of gender, race, sexual orientation and religions, millennials are more likely to focus on a cognitive level based on backgrounds, experiences and perspectives (Dishman, 2015). All in all, this newly defined concept of inclusion by millennials ‘captures, in one word, an all-embracing societal ideology’ (Special Education Guide, n.d.).

Psychological segmentation strategy

As this concept of inclusion has grown to become a core value on the Internet nowadays, brands frequently attempt to preach this common ideology of an all-embracing society in order to reach and convert this large group of millennials. This kind of psychological segmentation strategy often works extremely well because such appeals to the audience’s emotions and cultural values can be rather persuasive. It also subtly implements an idea in audience’s mind that by supporting the brand, they are also supporting a good cause for inclusion. For example, Airbnb created an LGBTQ-inclusive advert video in promoting its accommodation in Los Angeles where it features a family with two moms and three children enjoying their vacation in an Airbnb apartment. With no difference to any other traditional TVCs in terms of the storyline, directing skills, etc., it is the subtle acknowledgement of the LGBTQ community in the advertisement that gained widespread appreciation and support from the online community.

Vogue’s failed attempt in preaching inclusion

The Vogue cover story on ‘modern American woman’ for March 2017 is another example of brands preaching inclusion and diversity as a psychological segmentation strategy. Because the fashion industry, Vogue magazine included, is frequently blamed of perpetuating the white, tall and skinny beauty standards, this particular March cover was well-praised for its move to embrace diversity in races and sizes. Nonetheless, the online community which supports causes such as inclusion can be rather critical. The cover went controversial online because of an accused Photoshop mishap. Vogue was criticised of Photoshopping Gigi Hadid’s hand to cover Ashley Graham’s thigh to make her look skinner.

In addition to the Photoshop mishap, debates on whether this Vogue cover truly promotes diversity and inclusion was heated online because not only was Ashley Graham the only plus-sized model in the cover but also the only model wearing a black bottom with white stripes on the sides. Although Vogue attempts to celebrate diversity of races and sizes, it was blamed for not being inclusive enough towards different sizes because they still tried to force their old-fashioned standard of beauty onto a plus-sized model.

Brand building

Instead of a once-off project to target audience who share the common value of inclusion and diversity, corporates are also incorporating long-term social responsibility projects for a step closer to achieving inclusion as a brand. The ultimate goal is to establish and strengthen the connection between supporting the brand and supporting the good cause behind. Therefore, these corporate social responsibility projects are not only beneficial to the business itself but are also long-term brand building campaigns. The typical example for social responsibility project on inclusion is Dove’s Real Beauty campaign. The Real Beauty campaign was a worldwide marketing campaign launched 13 years ago by Unilever to expand the narrow definition of female beauty in society and to empower women in feeling confident about their bodies.

From the point of view of certain advocates, it is certainly upsetting to see how corporates are taking advantage of ideologies such as diversity and inclusion for their own agenda (i.e. branding building and market segmentation). However, it is pleased to see that the general society is moving towards a more inclusive environment for people from all background, experience, and perspectives especially on the Internet. Through these inclusive campaigns, both successful and failed ones, it is hopeful that corporates will learn from their past experience and create better and more genuinely inclusive advertisements and campaigns in the future.

References

Dishman, L. (2015, May 18). Millennials Have A Different Definition Of Diversity And Inclusion. Retrieved from https://www.fastcompany.com/3046358/millennials-have-a-different-definition-of-diversity-and-inclusion.

Smith, M.C. and Turner, S. (2015, February 15). The radical transformation of diversity and inclusion. Retrieved from https://www2.deloitte.com/us/en/pages/about-deloitte/articles/radical-transformation-of-diversity-and-inclusion.html#.

Special Education Guide (n.d.). Inclusion. Retrieved from http://www.specialeducationguide.com/pre-k-12/inclusion/.