Walking the tightrope of diversity can be scary. Crowd's Roberta Graham shares ideas for authentically diverse branding...
The issue of diversity carries a lot of weight, and rightfully so. But how can brands avoid the usual pitfalls on the path to inclusivity? Many of our clients are scared to tread on such sensitive territory – others question whether they have a place there at all. Yet we believe that it’s possible (and necessary) for brands to engage with diversity. Here’s some thought starters to building inclusive brand futures.
It’s important to focus on nuances rather than race, gender or sexuality as separate issues. These are not mutually exclusive! Ticking boxes in this way can get you into the danger zones of tokenism and be painfully obvious. For example, Johnnie Walker’s Jane Walker rebrand campaign was accused of appropriating women’s rights to increase sales. An unfortunate outcome considering Diageo as a whole have some very interesting stories to tell around their commitment to diversity. Remember: crow-barring diversity into your brand will not work.
Stick with what you know
Becoming socially progressive doesn’t mean drastically altering your consumer profile. Jumping from targeting white cis men to creating comms centred around non-binary identity clearly isn’t the way to grow. Catering to the audience you already have with diversity in mind maintains your message while inviting others to join the party. But make sure to gain valuable insight before approaching any new demographics to avoid clunky, offensive stereotypes.
There is always room for progress
Examine your current and desired demographics. Focusing on their place within culture can identify opportunities for progression. For example, if you are selling predominantly to white cis women, considering their changing identity and how individuals are adapting to cultural shifts will help create representation in line with emergent trends. Ask yourself: what are early adopters in this category doing? How is femininity changing? Why is white, female identity important to your brand? What does all this look, speak and act like in your chosen markets?
Diversity works for everyone
Current and dominant narratives, such as those around white men, are not excluded from this; and intersectionality is not about erasing them from comms either. It is simply about achieving a fairer and more balanced representation, making space for everyone.
For this reason diversifying is key to broadening your customer base. Involving others in your brand identity allows you to communicate more widely. This can be a simple, subtle progression rather than a grand gesture.
And lastly, keep it simple
One-off, bold statements don’t work and often leave brands open to scrutiny. The kind of genuine progress that consumers want comes from sustained action and awareness. This can be as simple as more diverse casting; multiracial groups, complex female or LGBTQ+ roles and people of varied abilities have a place within every brand. Try to resist the temptation to labour the point. Remember, diversity is not about patting yourself on the back for creating a more accurate representation of the population.
Negotiating the web of diversity can be a challenge for any brand eager for change. Need an expert on your side? Get in touch to find out more.