Inclusive marketing is becoming more common, as more brands than ever are engaging in it. And increasingly, consumers are starting to take notice. And while it is a good thing that marketers are making more of an effort to serve a broader range of people, consumers from underrepresented and underserved communities aren’t just automatically flocking to those brands.
Marginalized consumers want brands to prove they are worthy of their attention and dollars. They have higher expectations of the brands that are working to win their attention and get them to swipe their credit cards.
In this episode, I cover five expectations diverse consumers have of brands that want to earn their loyalty.
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00:00 What consumers want to see from you
01:34 Why underrepresented and underserved communities have higher expectations of brands
02:13 How communities reward brands that meet their expectations
03:12 Consumers expect brands to serve their communities
06:04 Consumers expect brands to have diverse and representative teams
09:18 Consumers expect brands to have longevity
12:30 Consumers expect brands to change the narrative
14:15 Consumers expect brands to deliver better customer experiences
