5 Key Takeaways from Brands that Got their Diversity, Equity, and Inclusion Influencer Marketing Strategy Right

2020 was a year that highlighted the importance of social justice, equity, and change across the advertising and influencer marketing space. Not only was our way of life altered, but so was the consumer mindset. Consumers are demanding brands to take a stand against social injustices because they have the power to elicit substantial change. Recently, the term “new normal” has become a staple of modern-day vocabulary. However, it is also a motto that brand marketers must adopt for the future as the marketing landscape requires constant adaptation. Diverse, equitable, and inclusive strategies are receiving the importance and recognition that they truly deserve. Here are examples of brands who got their DEI marketing strategy right and the key takeaways for brand marketers looking to implement their own DEI initiatives.

A prime example of a brand that has taken the progressive DEI call to action in stride is Nordstrom. In 2020, Pete Nordstrom, chief brand officer and president of Nordstrom, Inc. announced the brand’s five-year plan to promote racial equality. Included within Nordstrom’s five-year plan was the significant growth in sales of Black and Latinx-owned products. In support of their plan to promote racial equality, Nordstrom launched their own DEI influencer marketing campaign to promote awareness for the vast array of Black-owned products available at Nordstrom. 

Another example of a brand that demonstrated its authentic commitment to the fight for equity was the Frito-Lay-owned brand, Doritos. In the midst of national protests for social justice in 2020, Doritos launched their #AmplifyBlackVoices campaign. The campaign sought to highlight black artists across the country with a $1 million dollar contribution. In 2021, Doritos continued to “show up” as they circled back with a new campaign labeled SOLID BLACK. This time, Doritos raised their contributions to $5 million. Not only that, the brand is supporting innovative Black micro-influencers by utilizing the Doritos platform to spotlight their work. The brand’s consistent commitment to providing a platform for Black creators has demonstrated their adoption of inclusivity as a core value. 

5 Key Takeaways from Brands that Got their Diversity, Equity, and Inclusion Influencer Marketing Strategy Right:

Brands that do not incorporate diversity within their influencer marketing mix are losing out on invaluable opportunities amongst underrepresented communities to show themselves reflected in media. 61% of people find information from “a person like me” to be credible. A Magnetic North study in 2019 found that white influencers were receiving 61% of sponsorship opportunities. This shows a significant decrease from the 73% in 2015. These stats highlight the paradigm shift towards diverse representation within the influencer marketing space.

Not only is diverse representation among a brand’s influencer marketing strategy an effective way of supporting underrepresented groups, but it’s also an excellent way to reach Gen Z. Marketing Dive cited a 2020 study conducted by Kantar which found that 87% of Gen Zers follow at least one influencer whose race or ethnicity is different from theirs. 

An example of a brand that showed considerable tact was Verizon. For Father’s Day 2021, Verizon wanted to reach the Hispanic community within Miami. Instead of repurposing content intended for the general market, Verizon approached the target market with a specialized localization strategy. Verizon was aware of the fact that 66.07% of the demographic in Miami are Spanish speakers. In accordance, the brand activated a group of Miami-based Spanish-speaking creators to promote awareness of the brand’s special offer. 

Not only do brands have the power to elicit substantial change amongst equality and representation of race, but they also influence gender stereotypes. Society and the media’s portrayal can either reinforce or break gender norms. According to a consumer survey, “36 percent of respondents like a brand more when it runs advertisements that break stereotypes, and 25 percent of respondents said they are more likely to make a purchase from that brand.”

Nordstrom continues to be a DEI thought leader as they work to help break down gender stereotypes. Using their strong brand presence; Nordstrom’s BP line for young adults partnered with WILDFANG, a women’s apparel brand known for breaking gender norms in fashion and society. WILDFANG CEO and co-founder, Emma Mcilroy stated “we believe that the fashion industry has clung to outdated gender norms for far too long… We are challenging the idea that women have to dress a certain way, act a certain way, or have a certain type of job.” Through their partnership with Nordstrom, the two are hoping to break down gender stereotypes. To promote their partnership, Nordstrom launched a TikTok influencer marketing campaign spanning six different creators and 12 total posts. 

♬ original sound – Court&Lex