What is Diversity Marketing? Definition and Examples

Definition

It is a type of marketing where as a way to connect with different individuals in the market. It involves accepting that marketing and advertising that has an alternative offer and ways of communicating to these diverse groups. The marketers that follow diversity marketing have the aim to develop a mix of different communication methods, in sequence to reach people in each of the diverse groups present in the market.

Diversity marketing has culturally different environments; they create new challenges in Identifying, Acquiring and reconciling different cultural group’s perspectives within the same market.

It is an approach that recognizes the influence of cultural programming, proposing that different communication methods be used to best reach diverse groups, rather than operating a one size fits all approach.

It accepts that, even within one culture, audiences will have different experiences and expectations. It is also known as culture marketing. It tries to identify sub groups encompassing ethnicity, age, gender, religions and physical environments. It also identifies that organizations may need to communicate differently with diverse groups to achieve success.

Diversity marketing is a pragmatic approach that wants to better segment audiences in order to sell to them in the best way possible.

Examples

Coca-Cola:- It succeeds in so many areas of advertising. Its super bowl 2017 ad was designed to celebrate the idea that ”together, we are beautiful.” It featured a cast of diverse individuals singing various lines of the patriotic tune ”America the Beautiful.” The song, which started in English and included portions sung in Hindi and Arabic, also featured imagery of a gay couple, Latino family, women in traditional Middle Eastern attire, and Jewish men wearing yarmulkes.

Guinness Wheelchair Basketball: – Touching on another group that is often overlooked in traditional advertising, Guinness put the spotlight on individuals who need the assistance of mobility devices. The commercial was styled to look like a group of friends playing wheelchair basketball, only to reveal at the end of the ad that only one of the men actually needed the device. The spot, called ”Friendship,” ended with the group finishing its game and heading out together for a beer.