Communicating with diverse groups with impact
The key to a successful marketing and communications campaign is to have a clear understanding of who your target audience is: their demographic characteristics, their attitudes, interests, values and lifestyles. But when it comes to diversity, there are additional challenges. People from diverse groups may consume niche, as well as mainstream, media. Their perceptions of, and engagement with, brands could differ radically from audiences. Some will hold strong views about how the groups with which they identify are portrayed.
Navigating this successfully requires a wealth of knowledge around diversity and inclusion, a good dose of courage and integrity. This is where Versiti can help. Our team has worked on numerous marketing and communications campaigns, targeting diverse audiences at different stages of the campaigns, from creative inputs to testing and evaluation.
RNIB and Guide Dogs have a shared ambition to create a world where people who are blind or have a vision impairment can thrive in a world of diversity. However, they also face a common problem: the general public does not seem to know or care much about blindness.
In a global and more affluent world, ethnic minority women – with their diverse skin care needs and skin tones – have become a powerful economic force. They expect that beauty brands will recognise and value their beauty, understand their lifestyles and cater for their skin care and beauty needs. Over many projects, we helped Estée Lauder reap the benefits of these trends.
Macmillan Cancer Support knew that people living with cancer who are from minority groups (either from Black, Asian or minority ethnic (BAME) backgrounds, lesbian, gay, bisexual or transgender (LGBT), or aged 65 and over) tend to have poorer experiences and outcomes in cancer services. However, they lacked evidence and insight to identify specific needs and shape future support.
Store performance data revealed that some supermarkets in areas where there is a large ethnic minority population were not doing as well and others. Morrisons needed to understand the shopping behaviours of ethnic minority consumers to make sense of this evidence and rectify the problem.
Let's make this happen.