How to Ensure Your Workforce Appropriately Reflects the Consumer
When it comes to advertising and marketing and representing brands, it is important to remember that consumers do not fit one general niche or characteristic. Sure, target markets begin to narrow and get more specific as agencies focus on selling certain brands or products, but the diversity of the industry and of our consumers is what makes advertising exciting, and is something to always acknowledge.
Speaking of target markets, they are constantly changing and evolving over time. It is the year 2018 after all, and there is a plethora of differences that make up who our consumers are and how they think. Agencies that are able to attract and retain the most qualified and diverse workers will be the ones who ensure that the makeup of the advertising workforce accurately reflects their consumers. Managers must create plans to maintain a strategy of developing diversity in their workplaces, as the campaigns and the work that they create must be able to resonate with their target audiences. Businesses that develop and employ necessary policies to do so will hold a competitive advantage among others.
As we all know, consumers are more attracted to messages they can relate to or identify with. Identity goes beyond just physical appearance, especially by today’s standards. It now includes values, beliefs, and even attitudes amongst many other factors. The marketing and advertising industries must ensure that the people they hire reflect the diversity of their consumers in how they think and even go about their daily lives in order to succeed. Agencies that promote and achieve a diverse workforce will not only be able to retain customer loyalty, but also successfully reflect their consumers.
Many companies have successfully promoted brands and brand messaging that promote affinity in each unique niche and characteristic of the different consumers that make up today’s society. One innovative approach to ensuring the industry workforce appropriately reflects the melting pot of different ideals and beliefs that make up today’s consumers is to host diversity workshops or idea-sharing sessions within agencies. Diversity workshops can help ensure that workers understand how to be both respectful and informed on specific diversity topics they make come across in the workplace.
Connecting underrepresented employees with mentors (inside the agency or even from outside agencies) can help provide support and promote growth. Mentors are also a great resource for employees to stay informed and learn more on how diversity of thought can better their work.
Developing a better understanding of different cultures and perspectives helps improve communication and allows for the workforce to better understand its consumers. Committing to boosting your own cultural competency is invaluable no matter what industry you may be working in. Make it a point to keep yourself educated and learn about different approaches to work and actively seek out new ideas and perspectives, as it is a great way to add diversity to your business ventures.
The movement for diversity is a journey, not a destination. It takes patience and commitment to get there, but a willingness to educate yourself makes all the difference. Diversity will help any business appropriately reflect its consumers.