Now is the Time to Prioritize Diversity in Brand Content (Elevate Connect)

Key Takeaways

• The pandemic has caused a shift in the ways Millennials see the world, with real-time implications for brands.
• As a racial reckoning sweeps the United States – and the world – brands should take a second look at diversity within their own visual content.
• Reopening retail has forced many stores to evaluate every consumer touchpoint to ensure safety. However, there may be elements that they are overlooking.

4 Ways Covid-19 Has Shifted Millennial Values

While people are unique individuals with their own specific habits and perspectives, each generation shares certain experiences. And it is these experiences help shape attitudes, behaviors, and what resonates with them, and that includes from a brand and marketing perspective. For example, millennials often align with brands based on shared values and prioritized experiences over materials goods.

However, change is happening, and it is in large part driven by the current Covid-19 pandemic. By the spring of 2020, many major cities and countries effectively shut down with required stay at home orders. Everyone was required to adapt and change to a new world normal. This recent post by The Marketing Arm points out 4 ways the pandemic has shifted millennials’ values.  Check out all 4 ways, and what you should do about it, here.

The Case – and the Cries for More Diverse Visual Content

The civil rights-driven events of 2020 have set a new precedent. The emphasis on diversity and cries for equality are forcing brands to take a close look at their business practices, attitudes, and even the content they are producing. With every challenge that 2020 has brought with it, consumers are calling on brands to contribute to larger conversations about diversity, inclusivity, and a safe environment. Consumers are calling on brands to shine a light on our very diverse world.

As this AdWeek article best puts it, “There has been a major shift in content strategy for brands, moving to less ‘brand out’ and more ‘community in’ content.” This is especially true when a sense of community is craved even more during the pandemic. And in order to see the true community, brands need to showcase a broad cross-section of diversity.

The “New” Retail In-Store Experience for Reopening Safely

It’s safe to say retail has been on a wild rollercoaster ride over the past few decades, and 2020 has been no exception. For some, keeping items in stock has been a struggle, while others are shutting down completely. As non-essential retail shops have begun to reopen their doors, there’s an understandable level of apprehension. The biggest challenge? Understanding what it will take to open and conduct business safely.

Luckily, there are guidelines and strategies that retailers can follow to ensure the health and safety of their customers and workers. There are very obvious strategies, such as implementing a mask policy and encouraging social distancing. But there are also ones that some might not have considered. Check out Sparks recent post with their 4 strategies for reopening safely.

Is your brand taking a second look at representation in its content or within your internal team? Contact us and let us know how you’re tackling issues of diversity and inclusion. 

Author: Kelly Springs-Kelley

Kelly Springs-Kelley is a marketing veteran who specializes in digital and experiential. When she's not creating compelling content or pondering the future of in-person consumer engagement, Kelly can be found hiking the mountains of Arizona with her 2 kids and 3 dogs.