Equity and the bottom line: Are you missing out on minority audiences?
Equity and the bottom line: Are you missing out on minority audiences?
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Description
Until recently, many brands have been guilty of tokenistic representation when it comes to minority audiences. Norberto Zylberberg, founder and Chief Creative at Socialisssima, argues that not only is properly considering your minority customers the right thing to do, it also makes good business sense. Zylberberg spoke to Streamly's Jordan Thorne about the changing cultural landscape and the need for more authentic and inclusive marketing strategies.
Table Of Contents
Exploring the potential of minority markets
Zylberberg explains how organisations that traditionally prioritise larger audiences are missing out on a growing customer base.
Win trust first, sales later
Zylberberg notes that while many brands overlook diverse segments, some forward-thinking companies do have thoughtful and inclusive strategies.
Authenticity in marketing for customer equity
Zylberberg notes a promising trend where companies are becoming more considerate. Authenticity goes beyond mere representation and it involves understanding and meeting the unique needs and preferences of diverse groups.
Advice for minority empowerment
Zylberberg provides advice on the importance of adopting a learning mindset and suggests the value of listening, conducting research, and engaging with diverse perspectives.
The power of social
Discover from Zylberberg the importance of social listening to identify key areas of concern for your audience.
Minority interests are not exclusive
According to the speaker, starting with minority audiences as the initial focus can lead to broader appeal with the majority. Organisations not adapting to these shifts risk becoming obsolete.
Measuring, impacting, and profiting from inclusivity
Zylberberg underscores the marketer's challenge of balancing equity and financial objectives, advocating for a cultural shift calls for financial commitment and acceptance of some discomfort to drive change.
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