There’s no getting around it. Diversity and inclusion are no longer optional for marketing teams, but essential for business success. More increasingly, it’s a strong source for competitive advantage.
Progressive companies recognise that a diverse workforce and inclusive culture drives innovation, enhances brand reputation, informs marketing campaigns and has a major impact on bottom-line results.
However, it’s become hugely apparent over recent years (particularly since the pandemic) that there is a lack of diversity and inclusion in the wider digital marketing and tech industry. Not just in terms of recruitment, but also in how we reach our target audience. One area undoubtedly has a knock effect on the other, creating a gap in the critical touch points of our users, which poses a significant risk to long-term customer loyalty and brand reputation.
The question is, are marketers communicating in a way that reflects the world we live in today? Or are we still leaning on practices and models created decades ago – at a time when transactions were more one-dimensional, competition was lower, and the entire social, political and economic landscape was wildly different?
Regardless of channel, campaign or audience, marketers have a job to do. In 2024, DE&I is no longer just a “HR issue”. It’s an “everyone, everywhere” responsibility. To be more representative in how we approach marketing, there’s far more work to be done to ensure we not only reflect society as whole socio-demographically, but that our audiences feel adequately seen, heard, and understood.
As a digital agency in Milton Keynes, we have a huge part to play when it comes to inclusion in marketing. That’s why we are working behind the scenes to adapt the way we think and the way we operate, ensuring we can be part of the change in helping set a better standard for our industry. Our very purpose as an agency is to strategically and operationally drive digital marketing activity for our clients, so we understand the importance in getting it right. We know that this starts with us, and our team. And then our customers, and their customers.
To build a more inclusive approach, we must actively champion inclusion in everything we do – from exhibiting the right behaviors and recruiting the right people, to creating accessible platforms and mirroring the real world in campaigns.
It must start internally. With teams, work practices, behaviors and policies. Everything from who we hire, to the behaviors we encourage or tolerate, to how we reward staff and who we promote. Then looking at clients, what’s important to them and whether their values align with our agency. Everything must go back to human-centred values – inclusion, sustainability, integrity and flexibility. It’s not just writing on a wall, but a standard we must live by.
Then there’s the external things to consider. As marketers, it’s important that we educate ourselves on bias and take active steps to reduce this in our work. To do this, we need to build key skills and knowledge. We need to challenge one another respectfully, without fear or judgement. We must become champions for behaviors’ rooted in understanding and empathy. This is ultimately what will lead to better quality marketing and, in turn, better results. Most importantly, it means we become change makers in our industry to create a fairer, more inclusive future, that works for everyone.
We won’t always get it right, and there is always more learning to do. But by opening the floor to an honest, serious discussion about inclusion in the digital marketing industry, it’s a good place to start.
It’s true that DE&I hasn’t always been high on the agenda in digital marketing, or the tech industry. But times have changed, and the question is whether marketers are changing with it quickly enough. What’s certain though, is that those who don’t adapt, will be left behind.
For support with building more inclusive marketing campaigns and developing messaging that resonates across different audiences, please get in touch. We can support across all channels including web design, App development, ecommerce website, SEO, social media and PPC near Milton keynes, ensuring your campaigns are inclusive, authentic and results driven.