A Reality Check On Inclusive Marketing: Time For [R]Evolution

introduction

This week, Target stopped selling some items from its Pride Month collection. Bud Light has fired two marketing executives who led influencer partnerships as an overall marketing effort to grow Gen Z consumers. Both brands say they have no alternative to protect employees, partners and, in the case of Target, others. consumers. Angry naysayers smashed store windows, threatened employees and posted angry videos from Target stores on social media. Drivers, vendors and distributors of Independent Bud Light meet people on the streets, in bars and shops.

All terrible situations that require a solution. But in an era of violent political polarization and defiance centered around cultural differences in all aspects of diversity, equality and inclusion, and especially on transgender issues, no company wants to face the expected backlash from defiant and provocative transgender adversaries. Rights while maintaining the support of the target consumer? Target and Bud Light also know that although they are a vocal minority, the majority of Americans are on their side. A recent survey by GLAAD and the Edelman Trust Institute found that when you publicly endorse a brand and demonstrate a commitment to promoting and protecting LGBTQ+ rights, Americans are twice as likely to buy or use the brand.

Instead, in response to consumer appreciation of inclusivity, Bud Light's parent brand, Anheuser-Busch, quickly announced plans to avoid that situation and refocus its marketing efforts on concerts and sports. In our modern cultural reality, neutrality is impossible. These brands face the same personal and social threats every day as the consumers they claim to support. Brands play an important role in a polarized cultural landscape, and consumers need to be aware of their position.

As part of a deeper and more focused relationship between brands and minority consumers, consumers have the opportunity to reciprocate the empathy they expect from brands. Minority consumers can empathize with the stressful situations that Target and Bud Light find themselves in if they value them enough to put themselves in those situations because they face them every day. Minority consumers face daily social threats to their security, autonomy and the foundations of their community. They understand the trade-offs they must make between their beliefs and behaviors in order to reduce social threats to their physical, emotional, or economic well-being.

Brands lacking more than a decade of diversified consumer support need to show a willingness to move beyond performative, superficial support for mass marketing and go further with those increasingly under attack from legislators, school boards and the media across the country. . . Brands must move towards more authentic, empathetic and supportive relationships with consumers that embody the personal and social battles they are engaged in.

We must develop [R]

real connection

While mass marketing has made great strides in recognizing different consumer segments and expanding exposure, today's consumers need brands to build deeper relationships in order to build loyalty.

Despite some commendable efforts, mass marketing can sometimes lead to superficial diversity and symbolism, with brands simply ticking boxes to include different representations without understanding or respecting the unique needs and perspectives of different communities.

This lack of originality can be seen in consumer discrimination, which leads to a gap between the brand and the target audience. By understanding the changing dynamics of consumer identity, social well-being, and the social factors that influence their experience, marketers can create experiences that resonate with diverse audiences and enhance positive social impact.

Strength for growth and goodness

Marketers must recognize that today's consumers are well-informed, socially savvy, and actively involved in shaping the world around them. They expect brands to reflect their values ​​and contribute positively to society, not as a positive force in mass marketing, but as a condition of purchase. Marketers need an approach that cultivates sincere relationships and constructive interaction as a force for growth and goodness.

Rebranding

Perhaps the most pressing need for a paradigm shift from mass marketing is that the term "inclusive" has a branding issue. Over the past six months, opponents of all attempts at diversity, equality and inclusion in this country have changed their minds and changed the meaning of the term. It's a matter of perception and reality, which are the bread and butter of effective branding.

Developed by CQ Marketing

CQ Marketing is based on the academic concept of cultural intelligence [CQ] as the ability to adapt to certain conditions through cultural diversity. CQ Marketing represents a paradigm shift, recognizing that inclusion is not a fixed box, but an ongoing journey of understanding, connection, and empowerment.

Authentic communication is at the heart of CQ marketing. This new approach recognizes that consumers are not homogeneous entities, but individuals that are formed as a result of a complex interaction of biological, social and cultural factors. CQ Marketing strives to be as realistic as possible in this aspect, paving the way for meaningful interactions and long-term loyalty. This requires marketers to go beyond superficial diversity to engage with consumers in ways that are in line with their identity, aspirations, and social well-being.

This includes actively listening to different consumer perspectives, creating shared experiences with the community, and empowering people to shape brand narratives. Marketers can build trust, inspire branding, and create genuine word of mouth by actively engaging consumers in the marketing process. This connection leads to strong relationships and further business growth.

Understanding consumer identity

CQ Marketing understands that consumer identity is multi-faceted and considers different aspects of human identity, including biological, social and behavioral aspects. He understands that these dimensions are not isolated, but intersect and influence each other, forming a multi-dimensional and unique identity. Marketers need to recognize the fluidity and intersectionality of this identity, realizing that people can embody multiple dimensions at the same time.

CQ Marketing also highlights the importance of understanding how social structures, cultural norms, and social interactions influence feelings of well-being and place in the world. This subtle understanding allows marketers to personally connect with consumers by addressing their unique needs, preferences, and social context. The Five B's of Biosocial Identity, presented later in this series, will provide marketers with an innovative, structured, and actionable Biosocial Identity framework that can guide CQ's strategic marketing for growth and prosperity.

social education

According to CQ Marketing, companies must be aware of the enormous impact they can have on the social well-being of their customers, given the complex interplay of biological and social factors that shape their identity. Social well-being goes beyond personal happiness and material wealth: it includes the states of contentment and connectedness that people experience in their social interactions and in the environment.

The CARES social welfare model, later introduced in the CQ Marketing series, provides marketers with a roadmap to activate strategies that improve social well-being and promote the happiness and satisfaction of individuals and society as a whole. By expanding communities, empowering consumers, recognizing their unique identity, enabling them to achieve their goals, and ensuring their safety and trust, marketers can increase their brand's influence and strengthen their market position.

Bringing research to market

CQ MKT This process provides marketers with a four-step process: developing empathy, generating ideas, developing strategies, and activating markets, reflecting the four components of cultural intelligence: knowledge, motivation, strategy, and action.

The MKT CQ approach puts actionable aspects of vital social identity and social well-being in the process. It also provides marketers with specific tools to ensure the right communication at every stage of the marketing process, turning marketing into growth drivers and for good.

Conclusion

As the marketing landscape continues to evolve, implementing CQ marketing is not just a strategic choice; It is essential to thrive in a diverse and interconnected world. Today's consumers demand brand authenticity, social responsibility, and a genuine commitment to meaningful change. By understanding the depth and complexity of consumer identity, supporting social well-being, and enabling authentic connections through the CQ MKT process, marketers can unlock the full potential of CQ marketing as a force for growth and good.

By truly engaging all consumers, marketers can shape narratives, fight bias, and encourage inclusiveness in their campaigns and initiatives. In doing so, they can create a multiplier effect that goes beyond their income and has a significant impact on individuals, communities and society as a whole. Next, we explore CQ Marketing's transformation tools - Vital Social Identity 5B, CARES Consumer Social Welfare and CQ MKT Process - designed to shape a better world and grow brands through meaningful and effective marketing practices.

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