DEI in Social Media Marketing: The Catalyst for Genuine Connection and Business Growth

When you craft a message on social media, it’s going out into a big, beautiful, diverse world. Every blog post, tweet, or Insta story could be the catalyst that changes someone’s day—or even their perspective. As a social media agency, we know firsthand how important it is to be clear, concise, and inclusive to everyone, reflecting the variety of human experiences. 

Incorporating diversity, equity and inclusion (DEI) throughout your business strategy isn’t just about ticking a box; it’s about truly understanding and embracing these values. This isn’t just a fluffy belief; it’s a strategy backed by solid data and a commitment to ongoing listening, learning, and relationship building.

DEI in Action: A Path to Business Growth

Implementing DEI is not just about changing narratives; it’s about changing business outcomes. According to a Deloitte study, high-growth brands are more frequently establishing key performance metrics for DEI objectives than their lower-growth competitors​​. This indicates that companies committed to DEI are more likely to experience substantial growth.

The Power of Diversity in Marketing

Statistics reveal that 61% of Americans find diversity in advertising important (Adobe, 2020)​​. Furthermore, Deloitte’s Heat Test shows brands with the highest diversity scores see an 83% higher consumer preference​​. These figures underscore the importance of diversity in resonating with consumers. As Verna Myers beautifully puts it, “Diversity is being invited to the party; inclusion is being asked to dance”​​. 

Building Inclusive Relationships

Relationships are at the core of successful marketing. It starts with being curious about who is missing from our messaging and actively seeking to include those voices. For instance, 69% of Black consumers are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity (Google/Ipsos)​​. Similarly, 71% of LGBTQ+ consumers are more likely to interact with an ad that authentically represents their sexual orientation (Google/Ipsos)​​.

DEI as a Learning Process

Embracing DEI in marketing is a continuous learning process. It involves understanding the nuances of different cultures and lifestyles and translating this understanding into our content and strategies. This approach is essential in creating content that avoids stereotyping and truly reflects the diversity of our audience.

Practical Steps for Embracing DEI in Social Media Marketing

• Build a Diverse Team: To grasp the subtleties of your target audience, it’s crucial to work with a diverse team of marketers.
• Prioritize Intimacy with Your Customers: Engage deeply with your audience and local community to understand their values, needs, and issues.
• Immerse Yourself in Different Cultures: This helps in creating content that is culturally intelligent and relevant.
• Have the Difficult Conversations: Share experiences within your team to redefine values and infuse them into your work.
• Focus on Tone of Voice: Create content that makes everyone feel welcome and speaks to different user types.

Embracing DEI for a Brighter Future

Embracing DEI is vital for connecting authentically with a diverse audience and driving business success. It’s about being open to learning, building meaningful relationships, and continuously adapting our strategies to be inclusive and effective. This responsibility isn’t limited to a specific role or department; it’s a collective effort where each of us, as users and influencers of social media, plays a vital part. We all have the power to shape conversations and set an example in steering our digital world towards greater inclusivity. 

Related Links:

Executive Social: Full Human Behind the Brand
Employee Brand Advocates and Leveraging Creators
Generation Social Media Podcast: Executive Social