Inclusive marketing or diversity marketing is a growing term in all industries. I have compiled a few questions I get asked on a regular basis through consultations and speaking engagements.

What is diversity marketing?

Diversity marketing or inclusive marketing consists of marketing strategies and tactics to reach diverse audiences that your organization may serve.

Why is diversity in marketing important?

If you want your organization to appeal to a wider audience, diversity allows for the best growth strategy.

Gen Z is the most racially and ethnically diverse generation. In addition, the spending power of diverse communities grows tremendously. According to Nielsen Blacks, Asians, and Hispanics, are each set to exceed $1 trillion in consumer spending.

Does inclusive marketing apply to B2B companies?

Yes, diversity marketing applies to all B2B in all industries. Now it is much harder to penetrate older industries dominated by white men, but it is possible. Addressing diversity of race may not be important, but communicating belonging towards women, ethnicity/culture, LGBTQ, and/or environmental social governance (ESG).

I usually advise diverse stock photos on blog posts when necessary. This can simply be diverse group photos. Also, keep in mind the importance of accessibility of websites and other marketing materials.

If you are looking to hire more diverse candidates be honest about where the company is in regards to its DEI journey.

Where can I find diverse stock photos?

Diverse stock photos are becoming more common than ever before; however, you have to be very specific about what you search. For example, “black professional women.” Visit my blog for a list of 40+ diverse stock photo websites.

Rarely Asked Questions on Inclusive Marketing

What is an inclusive marketing consultant?

An inclusive marketing consultant is able to work with an organization’s marketing team to help them strategize and implement diversity in the company’s marketing campaign and overall digital footprint.

At Line 25 Consulting we focus on digital audits, strategy, and training. This may range from short to long-term projects.

When do I need to hire a diversity marketing consultant?

If you believe your organization’s diversity efforts have not crossed into the visibility of your brand identity and value then it may be worth considering hiring a consultant.

This goes beyond a few diverse stock photos but consistently maintains a cohesive digital footprint and cohesive marketing campaigns.

A diversity marketing consultant may come in to fulfill your needs whether it is a short or long-term project. Companies have hired us to review brand design, web audits, web review and redesign, training, or retainer based consulting. We have worked on projects ranging from 7 days to 15 months. It is really based on need. Schedule a free discovery call so we can help identify the needs and solutions for your organization.

How much does a diversity marketing consultant charge?

A diversity consultant may charge up to $500 an hour for a consultation.

Training and keynote speaking opportunities may range from $5,000 – $15,000.

Retainer-based projects start at $5,000+ per project or per month.

Price varies based on needs and the specific details that need to be planned out to ensure success for both parties involved.

How do I know if my organization needs to implement inclusive marketing?

Ask yourself, does your company’s visual content represent everyone? Your company’s digital content is the most accessible way to reach not only your customer but potential customers. However, you have to meet them where they are with inclusive content on various platforms. This includes web accessibility, transcriptions, audio, and visual components that need to be addressed.

We have a limited budget, how can we exercise diversity marketing?

Here are a few things that you may consider on a limited budget:

• hire a BIPOC freelancer (graphic designer, illustrator, etc)
• schedule a company photoshoot
• utilize appropriate stock photos
• web accessibility; check out ADA Notify
• add captions to your video or transcripts for audio

What is supplier diversity?

Fortune 500 companies or large companies have created supplier diversity programs to work with small business owners that obtain 51% owned and operated by an individual or group that is underrepresented or underserved group. This includes the following:

• Small-business enterprises (SBEs)
• Minority-owned enterprises (MBEs)
• Woman-owned enterprises (WBEs)
• LGBQT
• Veterans
• People with disabilities

Contact an Inclusive Marketing Consultant

If you have further questions on diversity marketing, contact Line 25 Consulting or schedule a call today. We understand that everyone is in a different place in their DEI journey and we are here to help.