Gartner Research

Leveraging Diversity and Inclusion in Your Marketing Strategy

Published: 24 May 2019

ID: G00388791

Analyst(s): Iconoculture Research Team

Summary

Consumers expect brands’ marketing messages and internal practices to be consistent, especially when it comes to diversity and inclusion. Chief marketing executives risk consumer loyalty if they promote D&I but don’t practice it internally.

Table Of Contents

Overview

  • Key Challenges
  • Recommendations

Introduction

Analysis

  • Challenge 1: Consumers Expect Consistency From Brands That Feature Diversity in Marketing
    • Recommendation: Recognize the Marketer’s Role at the Executive Table and Analyze Current D&I Efforts
  • Challenge 2: Consumers Seek Brand Diversity and Inclusion Initiative Information Online
    • Recommendation: Ensure D&I Information Is Easy to Find
  • Challenge 3: Younger Consumers Prefer Consistent Diversity Commitment; Inconsistent Brands Risk Alienating Future Consumers
    • Recommendation: Audit Your Brand’s Place on the D&I Journey

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