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For the Culture: Examining the Intersection of Marketing and Race
Introduction: For years, marketing has played an important role in our daily lives, influencing the products we buy, the advertisements we see, and the brands we identify with. However, as our society becomes increasingly diverse, the intersection of marketing and race has become a critical issue that cannot be ignored. Enter Marcus Collins, a marketing expert and professor at the University of Michigan’s Ross School of Business who focuses on the importance of diversity and inclusion in the marketing industry. In his podcast, “For the Culture,” Collins explores the ways in which race and culture impact marketing, and the ways in which marketers can create more inclusive campaigns.
The Importance of Diversity in Marketing
One of the key themes of “For the Culture” is the importance of diversity in marketing. According to Collins, “marketing is about understanding people and communities, and the more diverse the perspectives you have, the richer and more nuanced your understanding will be.” This means that marketers must prioritize diversity and inclusivity in all aspects of their work, from the people they hire to the campaigns they create.
Collins emphasizes the importance of empathizing with your audience, and the only way to do this is to have a deep understanding of their backgrounds and experiences. This is particularly crucial when it comes to marketing to communities of color or other marginalized groups. For example, if a marketing campaign is targeted towards Black women, it’s not enough to simply show them in the ads; the campaign must authentically represent their experiences and values, and this can only be achieved through a diverse team of marketers who truly understand the nuances of Black womanhood.
Cultural Competence in Marketing
In order to create truly inclusive marketing campaigns, marketers must also strive to achieve cultural competence. This means having an awareness and understanding of different cultural practices, values, and beliefs, and being able to navigate them in a respectful and appropriate way.
For example, if a brand wants to create a campaign celebrating Chinese New Year, it’s not enough to simply use red and gold colors or feature a dragon in the ad. The campaign must also reflect an understanding of the cultural significance of the holiday and its traditions. This requires input from people who are intimately familiar with the culture, either through personal experience or extensive research.
Creative Approaches to Inclusive Marketing
One of the challenges facing marketers is finding creative approaches to inclusive marketing that don’t rely on stereotypes or tokenism. Collins encourages marketers to think outside the box and come up with unique and authentic ways to represent different cultures and communities.
One example of this is Nike’s “You Can’t Stop Us” campaign, which features images of athletes from diverse backgrounds and identities. The campaign emphasizes the idea of “multiplicity” — that there are many ways to be an athlete and that people from all walks of life can achieve greatness. This type of campaign goes beyond simply including diverse faces in ads, and instead embraces the diversity of experiences and perspectives that make up our world.
Conclusion
The intersection of marketing and race is a complex issue that requires thoughtful and intentional action. In order to create truly inclusive marketing campaigns, marketers must prioritize diversity and cultural competence, and be willing to think creatively in their approach. By doing so, they can create campaigns that not only resonate with audiences but also contribute to a more inclusive and equitable society.
