Marketing isn’t just about selling products or services. It’s about fostering trust, loyalty, and ultimately, a genuine connection with your consumers. To build customer relationships, it is important to engage with women in a genuine way and to represent them accurately.
Why? Women influence over 80% of consumer purchases globally. For far too long, disingenuous campaigns that rely on outdated stereotypes or one-dimensional portrayals have tried, and failed, to resonate with this powerful buying demographic. These approaches not only miss the mark but also ignore the potential of building lasting trust and contributing to a more equitable society.
What Does Authentic Inclusion Look Like?
Here are three standout examples of brands that got it right—brands that chose authenticity over superficiality and saw meaningful results:
- Dove’s “Real Beauty” Campaign: With women from all walks of life taking center stage, Dove celebrated beauty in every age, shape, and ethnicity, promoting confidence and self-acceptance. It’s a shining example of how to reflect the real world in your marketing.
- Always’ “Like a Girl” Campaign: Always challenged gender stereotypes by turning the phrase “like a girl” into a celebration of strength, resilience, and capability. The campaign empowered an entire generation of women and sparked an important conversation.
- Nike’s “Dream Crazier” Campaign: Nike honored the grit and achievements of female athletes while breaking down gender barriers in sports, inspiring countless women to dream big and push boundaries.
How to Authentically Include Women in Your Campaigns
Creating inclusive marketing isn’t just a side project and it doesn’t stop at racial lines; it requires an intentional commitment to amplify the voices of everyone. Here are a few tips to help align your marketing strategies with authentic inclusion:
- Ditch Generalizations: Evolve beyond one-size-fits-all portrayals and embrace the diversity of women’s experiences, colors, and roles.
- Bring Women to the Table: Women should have a significant role in the creative process to shape campaigns that are relatable and genuine.
- Focus on Stories that Connect: Share real, empowering narratives that accentuate ambition, talent, and the unique individuality of women.
- Perform an Inclusion Check: Regularly review your marketing materials to ensure they reflect a variety of perspectives and avoid any outdated clichés.
- Engage Your Audience: Actively seek feedback from your target audience to continually refine your marketing strategy.
By prioritizing authenticity and inclusivity, your campaigns will resonate more deeply with women, earning their trust and loyalty.
As marketers, we are responsible for shaping societal narratives. Let’s use this power wisely and authentically. Whether you’re just beginning your journey towards inclusive marketing or looking to enhance your current strategy, we’re here to help you every step of the way.
Let’s be part of the change.
