Diversity, Equity and Inclusion Is Driving Customer Loyalty
August 4, 2021
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Marketing Mix
Diversity, Equity and Inclusion Is Driving Customer Loyalty
Racial bias is something the retail industry cannot afford to ignore and we are seeing many retail companies taking this issue on.
A comprehensive study conducted by Sephora who are a cosmetic, make-up and skincare company, confirmed that two in every five shoppers
have faced unfair treatment and racial prejudices.
To kick off Pride Month, Sephora decided to celebrate the LGBTQ, Non-Binary and genderfluid people with a video and a beautiful message.
The "Identify as We" campaign is a continuation of Sephora's newly launched 'We Belong To Something Beautiful' company platform and
features influencers such as interdisciplinary artist Fatima Jamal and gender non-conforming model Aaron Philips.
The video is a beautiful ride that follows the cast as they put on makeup, drive, dance, go to the beach and kiss, accompanied by Shirley
Bassey's "This is my life".
Trying to foster a greater sense of belonging within the beauty community, Sephora says on Instagram:
"We're thrilled to share our "Identify as We" campaign, which celebrates the transgender and non-binary community and our long history in
beauty together. As a company, we hold ourselves to a high and public set of standards around creating a welcoming space for every client."
Forbes' data shows consumers want diversity in marketing and will choose brands based upon how diverse and inclusive they are in their
marketing. Many brands are still struggling to get this right.
The future of successful marketing will be incorporating diversity, equity and inclusive practices to bring more loyal customers and expose
your brand to a much larger market.
Do you need help with the right approach so that you don't alienate your audience? Let's talk.
The sea of sameness - why strong brands don't panic when the market shifts
When markets shift, or economic headwinds force consumers to tighten their belts, most businesses make the exact same fatal mistake: they panic and chase the noise. Reactive marketing might buy you a fleeting moment of attention, but it quietly erodes the trust, authority, and
long-term value of your brand. In a world obsessed with split-second reactions, the true market leaders aren't the ones jumping on every
passing bandwagon; they are the ones who know their audience inside out, hold their ground, and turn economic shifts into an unprecedented opportunity to stand out. Here’s how staying the course can set your business apart for years to come.
Why AI belongs in the passenger seat (not behind the wheel) of your marketing
Clients often ask us the same honest question: “Can’t we just use AI to write our posts, generate our imagery, and compose our jingles?”
It’s an understandable reaction.
Generative AI tools make content feel almost free to produce. But as the digital landscape shifts, cutting corners to save a quick dollar
is proving to be one of the riskiest decisions a business can make.
The long read vs. the fast scroll and how this has changed
In the mid-to-late 20th century, print magazines and newspapers were absolute powerhouses. Because readers sat down with a publication deliberately on a train, at the kitchen table, or in a waiting room and advertisers had a captive audience. Some of these commercials or
print ads might still be a hit today, while others might get someone fired if they were proposed in a client meeting. But they're
certainly entertaining
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