Marketing Needs To Be Inclusive
ADWEEK|February 25, 2019

Diversity efforts must be authentic and go further than checking off a box.

Frederick Joseph

Marketing is an industry that constantly evolves due to the everchanging ways in which people engage with content and campaigns. From the invention of the television to the frequent changes in social media algorithms, marketers have to stay up-to-date not only on the latest media and ways to market but also regarding who we’re marketing to. Over the last few decades, marketers have placed an emphasis on diversifying target audiences, finding that there is a great deal of buying power beyond the white male consumer. Examples of this can be found in women and African- Americans: The purchasing power of women in the U.S. alone ranges from $5 trillion to $15 trillion annually, and African-American buying power was roughly $1.2 trillion as of 2017.

More often than not, marketers have been charged with finding ways to convert these audiences into consumers of products and content that wasn’t created for them. But even this has changed greatly in recent years as brands have started diversifying what marketers are selling. Many believe we are beginning a global renaissance of diversity. The creation of content and products is slowly becoming less centered on white males and more inclusive of other groups in an attempt to drive organic consumerism.

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM ADWEEKView All

Whole Foods' Will Chau Has Had A Scrappy Path

The path of Whole Foods Market’s global director of creative and branding has been a scrappy one.

3 mins read
ADWEEK
March 4, 2019

This Is Your Brain On Marketing

Brands toy with sensors to better understand their customers.

3 mins read
ADWEEK
March 4, 2019

The Barbie Doll

On the eve of her 60th birthday, a look at. America's most primped, perfect and polarizing plaything.

3 mins read
ADWEEK
February 25, 2019

Marketing Needs To Be Inclusive

Diversity efforts must be authentic and go further than checking off a box.

3 mins read
ADWEEK
February 25, 2019

OMD

The agency clawed it's way back to the top by making ‘better decisions, faster’.

6 mins read
ADWEEK
February 25, 2019

Meet The New Broadcast TV Chiefs

After taking over last fall at ABC, FOX, and NBC, these four execs are ready to reveal their strategies.

6 mins read
ADWEEK
February 25, 2019

Initiative

Today’s media agencies face a new slew of challenges, as more clients slash budgets, issue RFPs and take everything in-house, from planning to programmatic. But clients aren’t the only ones making big changes. Both OMD and Initiative bounced back from challenging years with strategic pivots, picking up new business from brands like Daimler Mercedes, Liberty Mutual, Revlon and the U.S. Army. Breakthrough network Essence transcended its reputation as Google’s digital resource to score new partnerships with BP, Peloton, T-Mobile and more while doubling its headcount and adding 11 offices around the world. On the work front, these shops proved their media mettle with headlining campaigns for Amazon, McDonald’s, Target, USA Network … and who could forget the International House of Burgers? Read on to find out why these three earned Adweek’s Media Agency of the Year honors

5 mins read
ADWEEK
February 25, 2019

Essence

A strong vision and a key investment from holding company WPP Fueled an incredible year.

5 mins read
ADWEEK
February 25, 2019

Eryk Rich

Deutsch’s Head Of Music Straddles The Record And Advertising Industries.

2 mins read
ADWEEK
February 25, 2019

Agencies Scramble Over OTT

Investment teams try to get up to speed while they educate clients.

3 mins read
ADWEEK
February 25, 2019
RELATED STORIES

People Are Not Data

Want to really connect with consumers? Take it from me, a guy who ran marketing at You Tube, Spotify, Google, and Instagram : You can’t rely on data alone. It’s time to build some truly human connections.

10+ mins read
Entrepreneur
January - February 2020

Cómo usar Pinterest en tu negocio

Ya sea para conectar con los usuarios, aumentar el conocimiento de la marca, crecer o descubrir ideas nuevas que te ayuden a conseguir tus objetivos empresariales, este es el lugar en el que tienes que estar.

6 mins read
Entrepreneur en Español
Diciembre 2019

eBay puja fuerte por México

Exportar no es una actividad exclusiva de grandes empresarios: eBay desarrolla emprendedores y los premia.

4 mins read
Fortune México
Noviembre 2019

Low-Cost Marketing That Works

What’s the best way to tell the world that your company exists and is open for business? Six entrepreneurs share their launch strategies and stories.

2 mins read
Entrepreneur
Startups Fall 2019

Google Ads: Effective, A Little Frustrating, Businesses Say

For many small business owners, Google is a necessary and successful way to advertise although it can also be expensive and frustrating.

4 mins read
AppleMagazine
September 20, 2019

How To Create Killer Buzz Around Your Biz

Nudging your customers to sing your praises is the best advertising you never bought. But be careful: There’s an art to this ask.

4 mins read
Inc.
October 2019

Samsung Galaxy Note 10+ Hands-On: A New Model Changes The Game, For Better Or Worse

Samsung has unveiled the Galaxy Note 10 and Galaxy Note 10+, dividing the line between ‘good enough’ and ‘great

6 mins read
PCWorld
September 2019

Uber Lays Off 400 Employees From Global Marketing Team

Uber is laying off 400 employees in marketing, about a quarter of the marketing team’s global workforce of 1,200 people.

1 min read
AppleMagazine
AppleMagazine #405

Get To Know: Tera Black

Tera Black is the chief operating officer for the Charlotte Checkers, overseeing the day-to-day business operations and overall marketing strategy.

3 mins read
Charlotte Parent
August 2019

La Data no es el recurso dorado

“Quisiera olvidarme de la palabra ‘publicidad’, básicamente por una cosa: el trabajo que hoy hacemos en esta industria es mucho más grande que lo que [antes] pudiera significar este concepto”, dice Gordon Bowen, fundador de McGarryBowen. Pero aclara que hay algo que no cambia: la conexión con el consumidor sigue siendo emocional.

7 mins read
Forbes México
Julio 2019