Michael Epps Utley 
In today’s increasingly diverse world, representation matters.
However, not all representation is created equal.
As more and more brands embrace inclusive marketing, it becomes critical for businesses to become knowledgeable about how to do representation the right way. The right approach will ensure that your brand is viewed in a positive light by the largest possible audience.
When done correctly, representation-focused marketing demonstrates to underrepresented consumers that you’re committed to them and others like them. It makes people feel seen, supported, and like they belong, which reflects positively on a brand.
This article reveals what you must know to handle representation in marketing correctly.
Why Representation in Marketing Matters
The people your business serves need to see themselves — and who they hope to be after interacting with your company — reflected in your brand marketing.
When prospective buyers feel seen, they feel confident about stepping into your customer journey — if not, they might assume your brand is not for them, and they will seek out another company that delivers a better sense of belonging.
Representation also impacts how people feel about themselves. When consumers don't see people like them represented, it can generate negative feelings that ultimately graft onto the brand’s reputation.
Brands also have the power and responsibility to influence how their audience feels about others. When individuals are repeatedly exposed to images of people who are different than them, they typically develop an affinity for them. As such, nailing proper representation in marketing requires a careful balance of helping everyone feel seen without making anyone feel excluded.
Representation in Marketing Is About More Than Imagery
Making visuals more representative is the first step toward inclusive marketing for most businesses. However, updating your imagery alone doesn’t genuinely demonstrate that yours is an inclusive brand, and may be viewed by some as a hollow gesture.
Consumers will believe your organization is inclusive when representation is a part of all aspects of your brand, not just lip service. Here are meaningful ways to do this.
Products and Services
Develop products and services that acknowledge and support the differences of the people your brand serves. For instance, if a hair care company wants to be thought of as genuinely diverse, it should develop and market products for all hair types. Many successful makeup brands now offer options for all skin tones. An increasing number of food and beverage providers now offer alternatives to dairy, gluten, meat, and other food preferences and sensitivities. The list goes on!
Content
Representation must be reflected in the content you create. Whether it is the people you cast in videos, guests you interview on a podcast, or the influencers your business partners with, build a content plan that ensures the people in your target audience see themselves represented in the materials you develop and distribute.
People
Building a representative workforce is critical to demonstrating that your brand is genuinely inclusive. Who you pay and trust to uphold your business is a strong indicator of brand values. Prospective buyers will question your company’s commitment to inclusivity if you don’t have a representative team.
A diverse workforce also brings different perspectives to your organization, which can make it more dynamic and attuned to current trends.
Marketing
Representation must be part of every step of your marketing and sales journey. Prospective buyers will leave with a negative impression of your brand if they respond to a social media post featuring disabled people but arrive at a website that is not accessible to them.
Customer testimonials are a great way to demonstrate diversity in your marketing. They show that a wide range of people are already doing business with your company, making it likely that more will want to do so in the future.
Representation Must Reflect an Authentic Narrative
The stories told about people from underrepresented and underserved groups are often not accurate. They may reflect negative stereotypes.
As your company starts to introduce representation of people from marginalized communities into your marketing, ensure the narratives you tell reflect real-world experiences and demonstrate empathy. If you’re not sure, have your pieces reviewed by people in the community to ensure the stories in them are truly representative.
Intention and Commitment Matter
The reasons for inserting diversity into your marketing matter, too. You can’t simply slap a picture of someone from an underrepresented community in an ad and expect someone from that group to buy things from you. If your commitment to inclusion is cynical or inauthentic, people will see through it, and your brand will suffer.
If you want your brand to reflect diversity, you can’t do it to merely sell more stuff. You must commit to representation throughout your entire customer experience. Over time, you will earn attention, trust, and loyalty from consumers in underrepresented and underserved communities, eventually resulting in increased sales.
