Globalization leads to a clash of very different people, points of view, realities of life, and identities. In addition, broad global networking has made digital marketing and advertising accessible to more and more people and part of everyday life. As a result, digital marketing and its tools offer companies the excellent opportunity to bring more diversity into their marketing campaigns. For a long time, mass media only reached broad target groups, which can now be differentiated more clearly and diversely in digital marketing to compare specific subgroups of society.
In addition, as a younger, more connected generation begins to make up a more significant portion of your customer base, it will be crucial that your brand be reflective of the demographic you can now reach. Gen Z and Millennials, in particular, want to see representations of people from all walks of life in a company’s marketing production, even if those people don’t fit the demographic profile of the target audience. Seventy percent of millennials say they will select a brand solely based on the inclusiveness and diversity they see in their marketing materials. For some, applying diversity in marketing is no longer a nice-to-have but an absolute requirement.