Just a few months after the Black Lives Matter movement went viral, Etsy takes real action to eliminate racism from the DNA of its own marketing structure.
The American e-commerce site recently announced that in addition to diversifying its workforce, 59% of the images developed or used by the creative team included a human element that featured black or brown skin tones in the fourth quarter. The latter feels especially genuine as it unravels racist elements from the inside out as opposed to simply donating to a third-party nonprofit or even peppering the officeplace with black or brown faces. The Etsy holiday campaign, for example, depicted a young Black man bringing his boyfriend home to meet his family. There was also a spot that highlighted Shiori, a young girl whose name was constantly mispronounced in a micro-aggression that’s become commonplace and worse still, accepted. By altering the images used in its marketing, Etsy can alter its entire message and place diversity and inclusion at its core. Known for providing customized, one-of-a-kind goods to consumers, the ads also highlight Etsy’s niche.
The moves also reflect a growing consumer desire to see the actionable steps companies are taking to improve social causes including racism. 95% of CMOs believe brands should take the lead in finding solutions to major societal and cultural issues. It isn’t enough to simply state your cause, brands must apply those values to their own mission.
Brands looking to connect with consumers should spearhead efforts to ensure that company policies and practices reflect the ideals of target consumers, especially when it comes to diversity and equity. Click here to learn more on how to remodel your marketing strategy to suit the informed consumer.