D&I improves your marketing, sales and CRM

The profitability of D&I is most evident where business is done directly: In the market, with the customer, through sales. Surprisingly, D&I has so far been used very little here.

Marketing and sales are primarily oriented towards consumer-relevant criteria. It therefore seems all too obvious to many that age, gender or culture can at best complement product, price or promotion strategies. In addition, the mantra applies that the target group of the future is size 1. This would allow marketers to fully individualize their offerings. From the D&I point of view, however, we should ask the other way around: How many products or communication messages are meant for everyone and yet passed by many?

The average consumer does not represent a customer

The desired clarity of marketing messages often ends in unattractive failures: Bad stereotypes or exclusionary offers quickly emerge when the ideal consumer or the average buyer serve as protagonists. All those who have a different identity in some respects, be it in terms of age, gender, ethnicity, sexual orientation, constitution or origin, feel hardly or not at all addressed. Furthermore, the dream worlds praised by marketing actually work repulsive in many cases.

“The traditional mass marketing is a single giant bias.” Michael Stuber

Diversity & Inclusion: The Propelling Potential Principle in Marketing & Sales

Beyond fragmented target group marketing, diversity in marketing and sales offers various levers to cover the entire breadth and depth of the market.

  • Diversity as a theme: If a marketing approach shows the diversity of the entire market in a targeted and clear manner, Diversity & Inclusion becomes a marketing theme and helps to make the best possible use of the diversity of the market.
  • Openness as a value: A marketing approach that uses open-mindedness, modernity, multiculturalism or unconventionality as a brand attribute appeals to a large part of the overall market via an open attitude that implicitly includes diversity.
  • Inclusion as a mechanism: Addressing diversity without falling into stereotypes – this is the basic idea of inclusion in marketing. If the conscious avoidance or even breaking of stereotypes is successful, target groups and the mainstream are reached equally.

Recognizing the entire market – leveraging the entire diversity

Marketing studies as well as analyses of individual campaigns show that the growing diversity of markets is hardly taken into account. The importance of diversity and inclusion in the successful handling of complex business relationships is also growing in the B2B sector. How well does your company make use of the opportunities offered by differentiated marketing?

D&I offers important impulses for future-oriented market cultivation that translates social developments into economic success. ENGINEERING D&I

Information about our marketing research projects can be found in our research compendium.

Further Reading

Marketing: Between cliché and diversity

A gift or a stereotype trap? – The case for diversity

Read more marketing articles

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