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Inclusive Marketing Communications
Background
Recently, companies paid little attention to altering their operations and processes to
conform to the diversified community. The marketing industry and strategies often targeted the
wealthy while neglecting the needs of the underprivileged population. The marketing industry's
principles were skewed to follow these constructs without evaluating the indifferences in the
market needs arising from a diversified society. Society has become more diversified because of
globalization and immigration; hence companies have seen the need to implement inclusive
strategies and communications. As such, inclusion and diversity has become crucial marketing
strategy where more inclusive brands tend to have a broader appeal to a larger customer base
(Brown, 2022). Thus, marketing communications have followed these trends to conform to the
diversified society while proving to be a strategy to gain a competitive advantage.
Best Practice Example
As many companies try to conform to market needs in inclusion and diversity, some
entities have set positive examples for others. For one, Nike has been a front-runner in
implementing inclusive and diversified marketing strategies to meet market demands. Bonis
(2022) mentions that Nike was among the first companies to promote sportswear and garments
for Muslim female athletes and the disabled. These strategies were crucial in enhancing their
drive toward inclusivity, where consumers feel that they are seen, heard, and understood in a
world that was once predisposed to neglect some people's needs. In another marketing stance,
Nike once used Colin Kaepernick as the face of their campaign against racism, which supported
the Black Lives Matter movement. Nike using a person of color to communicate the importance
Inclusive Marketing Communications
Background
Recently, companies paid little attention to altering their operations and processes to
conform to the diversified community. The marketing industry and strategies often targeted the
wealthy while neglecting the needs of the underprivileged population. The marketing industry's
principles were skewed to follow these constructs without evaluating the indifferences in the
market needs arising from a diversified society. Society has become more diversified because of
globalization and immigration; hence companies have seen the need to implement inclusive
strategies and communications. As such, inclusion and diversity has become crucial marketing
strategy where more inclusive brands tend to have a broader appeal to a larger customer base
(Brown, 2022). Thus, marketing communications have followed these trends to conform to the
diversified society while proving to be a strategy to gain a competitive advantage.
Best Practice Example
As many companies try to conform to market needs in inclusion and diversity, some
entities have set positive examples for others. For one, Nike has been a front-runner in
implementing inclusive and diversified marketing strategies to meet market demands. Bonis
(2022) mentions that Nike was among the first companies to promote sportswear and garments
for Muslim female athletes and the disabled. These strategies were crucial in enhancing their
drive toward inclusivity, where consumers feel that they are seen, heard, and understood in a
world that was once predisposed to neglect some people's needs. In another marketing stance,
Nike once used Colin Kaepernick as the face of their campaign against racism, which supported
the Black Lives Matter movement. Nike using a person of color to communicate the importance
