I came across this article announcing that Pantone had released a new “active and adventurous red hue” as part of a new campaign to end the stigma associated with menstruation. Being “woke” refers to a perceived awareness of issues concerning social and racial justice, and being inclusive is a big part of it. But what does being “woke” mean for your business and how can you use it effectively?
- Representation: People want to feel like they are being seen, they want to feel represented in the world. A prominent example would be how make up brands have started to manufacture a wider range of colours to include people of all colours.
- Real and Conscious: The new generation of consumers are really savvy and would not take to tokens attempts at inclusion. A higher focus has been placed on authentic, relevant messaging.
- Brand Positioning: Through inclusive marketing, it presents an image of a brand that is present and sensitive to its consumer’s pain points. It reflects well when your consumers feel like their need are prioritised. (Especially if they were once consumers who fell outside of your target range)
The pros definitely outweigh the cons when it comes to inclusive marketing. Looking at the trends of our audience behaviours, this will be something brands will start to work towards. But it is also important to not engage in performative inclusion, instead be authentic and and conscious about your consumer’s demographic.
Article Written By Alicia Leck, Media Sales and Marketing Executive, CVP Group