The Importance of Diverse Marketing Teams in Creating Inclusive Campaigns

Diverse marketing teams can best reach a growing diverse marketplace.

As a diversity consultant, I continue to welcome guest blogs from excellent writers and researchers who offer practical insights in these areas to supplement by expertise.  Here is a thoughtful and useful blog from Sean Begg Flint of Position Digital.

Diversity is an increasingly important issue in workplaces, with many companies now striving to champion diversity in all that they do. The creative industry stands to benefit hugely from such improvements, particularly when it comes to creating inclusive campaigns. Read on and we’ll explain why diversity matters in marketing – and what companies can achieve by ensuring that their teams are as diverse as they are talented.

Why is building a diverse marketing team important for creating inclusive campaigns?

Diversity isn’t just a vital consideration in terms of fairness. It’s also worth thinking about because a diverse team tends to be a more competent one. And nowhere is this more evident than in the creative industry, where the experience of key team members is key to the creation of truly inclusive campaigns.

Campaigns speak to new audiences.

If the team behind a campaign is a diverse one, then brainstorming sessions will always draw on experiences from many different cultures and backgrounds. This results in a campaign that’s capable of speaking to a range of audiences, allowing a company to target its products to new markets. And of course, brands are less likely to accidentally cause any PR-related disasters if their campaigns are the work of a more diverse marketing team.

Messaging steers clear of unconscious bias

Unconscious bias is a real issue in the creative industry, but hiring a diverse marketing team is a great way to solve such issues. If a team is truly diverse, then it’s unlikely to face issues resulting from a common unconscious bias amongst those planning its campaigns. So, resulting campaigns will be inclusive by nature – and audiences will soon pick up on this.

Embarrassing mistakes can be avoided

Creative campaigns go viral for all the wrong reasons with increasing regularity. While a viral campaign is often great news in terms of building brand awareness, it isn’t so welcome when that surge in awareness causes damage to the brand’s reputation. This is a real risk if a campaign causes offence, or appears to lack inclusivity. Hiring a diverse marketing team means gaining a better understanding of a range of different cultures, which can stop campaigns from going viral for all the wrong reasons.

These ads from Wells Fargo can appeal to multiple aspects of someone’s intersectional diversity.

Talented Team Mean Better Campaigns

All great marketing teams begin with a meticulous recruitment process, through which companies seek to hire the best talent for the job. If such processes are planned with diversity in mind, brands can only improve their chances of hiring top talent and gaining a new team member who will soon prove to be a real asset. Champion diversity during the recruitment process to build a brilliantly capable team, well-positioned to deliver truly creative campaigns.

Diversity matters, so don’t overlook it

The best marketing campaigns are always the result of the combined efforts of a diverse team of people, whose knowledge comes together to create disruptive messaging that really works. Hire a diverse team and you’ll ensure that your next campaign is inclusive, intelligent and culturally sensitive.

About the author:

Sean Begg Flint is the founder of Position Digital, a digital marketing agency for ambitious startups and growing brands. He is passionate about purpose-driven content marketing and using outreach for good.

A Diversity Book Truly for EVERYONE: “Empowering Differences” by Ashley T Brundage

Ashley T Brundage, author of “Empowering Differences.”

As a diversity, equity and inclusion consultant and trainer, I continue to lead with the positive message that every single person is a valuable part of our diversity tapestry, and that diversity is not about setting one group against another, but about all of us being in this together.  Yet so many people seem to fear diversity; that valuing and listening to people different from them will somehow make them “less than.”  I simply don’t get it.

And every single human being is comprised of their own unique combination of various diversity attributes.  The term intersectionality was coined in 1989 by professor Kimberlé Crenshaw to describe how race, class, gender, and other individual characteristics “intersect” with one another and overlap.

And now comes Ashley T Brundage’s new book, “Empowering Differences” where she explains how every single person should value every aspect of their diversity and leverage it for good.

Ashley first tells her own story of coming out as transgender woman and moving out of parent’s home at age 17 to be on her own.  She took on multiple jobs and long hours to fully support herself and worked her way up to a Boston Market store manager.  Ashley at a fairly young age did start a family and then embarked in her second career in banking, and quickly rose to become Vice President of Diversity at PNC Bank.  In her remarkable journey, Ashley discovered the power of leveraging her various dimensions of diversity instead of viewing certain characteristics as negatives.

In her book, Ashley then provides the four ground rules for empowering differences:

  • Knowing who you are
  • Knowing those around you
  • Using your differences strategically
  • Empowering others

Then a good portion of the book goes through various dimensions of diversity and how any attribute of a diversity area can be used for strategic advantage, and she provides short testimonials using a wide range of people.  Some of the dimensions include:

  • Empowering ability – whether you have no physical limitations or have disabilities
  • The value of age – whether you are younger, older or in between
  • Ethnicity – getting value out of being white or a person of color
  • Gender – leveraging your identity as female, male or nonbinary
  • And many more

The remaining sections then go into practical strategies for leveraging yours and others’ diversity, and then how to develop into a leader who can bring out the best in all the diverse people you interact with.

I highly recommend this practical and positive book.  Isn’t it time that we stop focusing on how differences divide us, but instead how a diverse team, community, country and world can achieve so much more when we all value each other and seek to bring out the best in ourselves and others?

To order Ashley’s book you can use this link: