Best Practices to Incorporate DEIA in an Election Year for Marketers
The political landscape doesn’t just influence votes, it shapes how consumers interact with brands. This is a great opportunity for marketers to prioritize diversity, equity, inclusion, and accessibility (DEIA) to stay connected with an increasingly discerning audience. As we get closer to Election Day and campaigns intensify, marketers will need to navigate the complexities of balancing political sensitivity, social responsibility, and mission integrity.
Key Trends to Watch
Increased Scrutiny of Brand Messaging: Consumers are paying closer attention than ever. Marketers must carefully craft their messaging to avoid political polarization or offensive content. A misstep could lead to boycotts, reputational damage, and a loss of trust.
Targeted Campaigns: Election years present a unique opportunity to target historically underrepresented communities with tailored DEIA messaging. By understanding the concerns and interests of these diverse voter segments (people of color, women, LGBTQ+, and more), marketers can create meaningful connections and drive positive social change.
Political Advertising: Marketers should be cautious about aligning with political candidates or parties, as this can alienate a significant portion of our audience. It’s safer to promote inclusive values and encourage civic engagement.
Social Media: We’re seeing a huge impact that social media, particularly TikTok, is having on the 2024 elections. Social media platforms are crucial for reaching diverse audiences and engaging in real-time conversations. Marketers should monitor their social media channels closely to address potential issues and ensure their content aligns with DEIA principles.
Employee Engagement: Having a strong internal DEIA culture is essential for creating authentic and impactful marketing campaigns. Empower colleagues at all levels to contribute their diverse perspectives and ensure that DEIA is reflected in all aspects of your brand's messaging. Read our blog post on “DEI Tools for Marketers and Communicators”.
Key Best Practices for Incorporating DEIA into Marketing
Be Authentic: Avoid tokenism and make sure your DEIA efforts are genuine, representative, and meaningful.
Connect with Company Mission and Strategy: Tie all communication and/or political statements to the company mission and strategy.
Engage with Historically Underrepresented Communities: Showcase real stories and experiences from historically underrepresented communities within your company or community.
Measure Impact: Track the effectiveness of your DEIA initiatives to identify areas for improvement and inform your marketing strategies by seeking feedback from diverse stakeholders.
Stay Informed: Stay up-to-date on current events and political developments to understand optics and adapt your messaging accordingly
Be Transparent: Communicate your DEIA goals and progress to build trust with your audience.
In a particularly politically charged year, incorporating DEIA in marketing is a critical strategy for creating lasting connections. By being authentic, proactive in engagement, and transparent, your brand can navigate political sensitivities, emerge as a leader in social responsibility, and strengthen trust and loyalty among a diverse client base.
Be A Part of the Conversation
AMA PDX is excited to launch Cup of Equity, an in-person meet-up for marketers to engage in intimate conversations on timely diversity, equity, inclusion, and accessibility (DEIA) topics. Moderated by the AMA DEIA Committee, this is a safe space to explore the challenges, concerns, and questions you grapple with, especially as Election Day approaches. While you won’t walk away with all the answers, you’ll leave with fresh perspectives and a deeper understanding of these crucial issues.
Join us on October 24, 2024, from 9-10:30 a.m. at Either/Or for a cup of coffee, delicious refreshments, and meaningful conversations. Register here today as space is limited.