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By Patrick Barritt, Associate Consultant

Hello. My name is Patrick. I am a white, British male, living and working in the US — and I hold racial stereotypes and biases that I’m not even consciously aware of. This, as a modern progressive Millennial, is a hard pill to swallow, and an even harder notion to admit. But, for me to grow individually, and for us to grow as a society, we need to acknowledge these biases, confront them, and learn to be better collectively. 

Today, let’s talk about 5 ways that your brand can show better awareness, and improve the effectiveness of using ethnicity in your campaigns.

Ethnicity when used poorly in a marketing campaign is easy to notice (here’s looking at you Nivea). Marketing campaigns that appropriately use ethnicity in their communications offer a nuanced and powerful message that doesn’t tokenize, but rather integrates diversity into their branding and conveys a progressive image. Consumers nowadays want brands that offer a perspective, much dissimilar to in the past where brands would stay clear of political opinions. The Millennial (and the next incoming major consumer group, Gen Z) are both generally considered progressive, ethnically diverse, and culturally nuanced. They want their brands to show similar qualities. And for the brands that are looking to play an active role in the cultural conversation, showing your consumers the traits that reflect their views is vital. Let’s outline 5 things brands should do in order to better represent the cultural diversity of the modern consumer.

1. Ensure Your Team Is Diverse.

Brands need to make a concerted effort to utilize diverse voices and opinions to better suit the audiences they target. A group of all-white marketers may have the most progressive views, but they do not have the personal experience of a person of any other ethnicity. A Black person understands Black culture better than a white person — this should not be controversial.

2. Test The Concept Among A Diverse Group. 

To really understand if your message is effective, ask a diverse range of people. This can be accomplished by establishing surveys or online focus groups that talk to consumers from a variety of diverse backgrounds, and by asking their views. Advertising doesn’t come cheap, nor does a good public image. Brands can’t afford to make big mistakes, and it can be hard to determine the financial cost of a poorly received campaign.

3. Admit And Accept If You Are Wrong.

If your brand puts out a message that is received poorly by diverse communities, then it is your responsibility to accept that reaction, and rectify it. The consumer owes you nothing, and Millennial and Gen Z consumers see no reason to stay loyal to you if you make a mistake that you do not immediately own up to.

4. Remain Humble And Be Sincere.

If your brand has made a mistake and you have owned up to it — show your face. We often see blanket statements posted on Twitter as an “apology.” This helps nothing, and hiding behind a social media page will not win over consumers. Standing in front of them, engaging in the conversation, and growing as a brand is a huge statement, one which we see far too infrequently.

And finally …

5. Learn And Grow.

Only a fool makes the same mistake twice. If your brand has made a mistake, it is imperative that you make every effort to grow as a brand and make all necessary adjustments. And be public about it.  Millennial and Gen Z consumers want to see their brands be transparent — don’t hide behind your social media.

Here at RedSky, we have cultivated a diverse group of people from varying backgrounds and experiences, from Pakistan to South Africa, Britain to Hawaii. We utilize our diversity and our HumanSight to provide a nuanced approach that remains sensitive to our clients needs, and the needs of their consumers.  If you want to talk to us about our human-centric approach, please reach out. But, much like myself at the individual level, we’re still learning and growing as a company, and we would love to hear how you are, too.