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Progressive Digital Marketing: Inclusion and Diversity ✓

Posted by : Justin Macatangay

Posted on: September 24, 2021

Digitalisation has introduced a multitude of powerful mediums, which helped elevate the voices of people all across the world. As a result, the world has become more empowered and socially and politically aware of critical concerns relating to racial prejudice and discrimination. The Black Lives Matter movement exemplifies a global phenomenon driven by the powers of social media. The example proves that a single Facebook post can shed light on numerous stories of injustices and then build a global network of allies.

Progressive Digital Marketing recognises that brands also have the responsibility to ultimately play an impactful role in society aside from simply promoting its products and services. The term refers to any online marketing but in support of social reform.

Last year, Nike released a video advertisement entitled ‘For once, Don’t Do It’. Its premise emphasises how the brand takes a strong stance for equality and in creating a more inclusive world for the athletes.

Impact of Digital Inclusivity as a trend

In the quest of relating to a wider audience, brands have shifted to humanising their digital efforts. In an article about the best Digital Marketing trends for 2021, Matt Ellis also discussed Digital inclusivity in the list. This trend tackles how the younger audience prefers a more optimistic portrayal of inclusivity in the digital content they consume, which is a fresh take of the typical and homogenous content of the past years. Also, a study conducted by Google (2019) suggests that “people are more likely to consider, or even purchase, a product after seeing an ad they think is diverse or inclusive”.

One ad at a time

Digitalisation brought about a facet that allows businesses to do more for society. The role of every brand now includes sharing a vision of making the world a better place, one ad at a time.

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(Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University).


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