{"id":7497,"date":"2022-12-01T14:12:02","date_gmt":"2022-12-01T19:12:02","guid":{"rendered":"https:\/\/thediversitymovement.com\/?p=7497"},"modified":"2023-12-11T10:15:01","modified_gmt":"2023-12-11T15:15:01","slug":"marketing-through-dei-lens","status":"publish","type":"post","link":"https:\/\/thediversitymovement.com\/marketing-through-dei-lens\/","title":{"rendered":"The Diversity Movement and the American Marketing Association Partner to Refocus Marketing Through a DEI Lens\u00a0"},"content":{"rendered":"<p><button id=\"listenButton1\" class=\"responsivevoice-button\" type=\"button\" value=\"Play\" title=\"ResponsiveVoice Tap to Start\/Stop Speech\"><span>&#128266; Listen to this article<\/span><\/button>\n        <script>\n            listenButton1.onclick = function(){\n                if(responsiveVoice.isPlaying()){\n                    responsiveVoice.cancel();\n                }else{\n                    responsiveVoice.speak(\"You could say marketing is experiencing a moment. Not the Instagram-worthy kind, but the once-in-a-generation variety. In the wake of social and racial justice initiatives and the entrance of the values-aligned Gen Z into the workplace and the marketplace, brands increasingly try to signal to consumers that they are socially conscious \u2013 a practice referred to as conscious capitalism \u2013 often with mixed results. While some marketers have embraced the opportunity to enact real change by introducing diversity, equity, and inclusion (DEI) into their work, others stick to their established way of doing things. This is despite mounting evidence that consumers want to see themselves reflected by brands. A recent study by Adobe, for instance, found that 34% of global consumers have boycotted a brand because it did not represent their identity in its advertising, and more than a third of U.S. residents \u2013 up to 120 million people \u2013 do not see themselves portrayed accurately in ads.\u00a0 What could be the reason for this apparent disconnect between forward-thinking marketers and the needs and wants of their audience? Research by the Unstereotype Alliance may provide a few clues: a survey of marketers from 100 companies and agencies throughout the United Kingdom found that 64% didn\u2019t include diversity in ads because they were \u201cafraid of getting it wrong.\u201d Another 47% said they lacked the experience to portray diverse communities. Their fears are not without merit. Consumers are highly attuned to authenticity, and blowback can be swift when a company\u2019s actions fail to align with its socially conscious messaging. The lightning speed of social media only serves to further complicate the situation. According to a recent study that appeared in the Journal of Marketing, \u201cThis branding dilemma has been further exacerbated by social media users who are quick to pounce upon (and denounce) \u2018woke brands\u2019 for any marketing missteps that seem to affirm their skepticism.\u201d\u00a0 One only needs to look around for real-world examples of this. While brands such as Proctor & Gamble (P&G) have moved forward with authentic purpose, others have failed due to a lack of genuine effort or because they tried to capitalize on current events. Recently DC Comics was criticized for a line of comic book covers, intended to honor Hispanic Heritage Month, that featured superheroes holding Latin American foods and flags that read \u201cViva Mexico!\u201d In another DEI misstep, luxury brand Dolce & Gabbana saw its sales revenue in China plummet after the company\u2019s ads disrespected Chinese norms and culture. One reason why some companies succeed where others stumble could be because successful companies amplify DEI at all levels. For its \u201cWiden the Screen Campaign,\u201d for instance, P&G not only featured a variety of Black voices, but included Black actors, directors, filmmakers, writers, producers, and more on the campaign.\u00a0 To truly commit to change, a company may need to re-evaluate how it does business. In a recent interview Philip Kotler, author of the widely recognized textbook Marketing Management, said \u201cIn the old days, a brand simply told you what the product is and does and how it\u2019s priced. But today, a brand is the company\u2019s promise to deliver a specific benefit that addresses a particular need of its customers. Moreover, the promise of many brands extends beyond functionality and reflects certain aspects of customers\u2019 identity.\u201d\u00a0 This has important implications for modern-day marketing. \u201cAn increasing number of companies include the creation of societal value in their mission statements,\u201d he continued. \u201cThis is an important development that is likely to have long-term consequences on the way these companies act in the marketplace and the way they structure their business processes.\u201d Partnership helps marketers navigate DEI landscape The American Marketing Association (AMA) and The Diversity Movement (TDM) recently renewed their partnership to help marketing professionals apply DEI principles to their day-to-day work. The partnership provides opportunities for synergy between two organizations that are dedicated to authentic, courageous, and value-driven conversations that solve real-world challenges.\u00a0 \u201cOur chapter leaders have been vocal about the need for more DEI tools and training,\u201d says Chad Wilson, Director of Learning at The American Marketing Association. \u201cThey are increasingly asked by their managers to incorporate DEI but don\u2019t know how to go about doing that.\u201d The first thought leadership collaboration between the organizations was the \u201cBest Practices Guide to Inclusive Marketing,\u201d about the power of inclusion in the business world with an emphasis on marketing and communications. TDM also conducted DEI training for AMA chapter leadership, which led to a request for TDM to provide professional development and training for AMA members.\u00a0 The organizations share a 365-degree approach to DEI. \u201cOur guiding theme as we\u2019ve designed these materials has been \u2018Marketing Through a DEI Lens,\u2019\u201d Wilson says. \u201cWhen DEI is part of your mindset, you naturally start to ask questions. Did I use inclusive language in that email I wrote? Is there unconscious bias in our survey methodology?\u201d Beginning in January, a white paper will be released every quarter in 2023 for AMA members and TDM clients. The four documents will provide detailed, actionable advice on how to align marketing practices with DEI principles.\u00a0 The white papers will expand on the four categories of the AMA Skills Framework, which organizes the essential knowledge needed by those in the many different areas of the marketing profession.\u00a0 The four domains of the framework \u2013 Brand & Content Execution, Data & Analytics, Strategy & Planning, and Relationship Management \u2013 represent the entire life cycle of marketing activities, although some skills and activities will overlap between domains. The framework will help guide the future training and educational offerings from the AMA in order to meet the needs of marketers in a variety of roles and levels of experience. It will also evolve to include related soft skills, tools and technologies related to each domain, and relevant application of DEI principles for each domain. By incorporating DEI into the professional skills framework, the intention is to help marketers think about how DEI influences the development of their professional skills.\u00a0 \u00a0\u201cA lot of our individual and mid-level professionals struggle to make the connection in their day-to-day work when someone in leadership asks them to incorporate DEI,\u201d Wilson says. \u201cThese materials will provide the soft skills to help our members accomplish their goals. Eventually we hope it will become routine to take a step back and apply a DEI lens to everything we do.\u201d These skills prioritize inclusive marketing practices, which look beyond conventional narratives about diverse groups and seek to highlight the experiences and perspectives we all share. Unlike \u201cmulticultural\u201d or \u201cethnic\u201d marketing, inclusive marketing is less about targeting a specific population. \u201cIt\u2019s taking a step back to understand the unique needs, challenges and habits of a target market rather than tokenizing or exploiting a group of people.\u201d Wilson says. Donald Thompson, chief executive officer at The Diversity Movement, hopes marketing professionals will use this new suite of tools to move forward with confidence on their DEI journey. \u201cYou don\u2019t have to get everything perfect all at once, but it\u2019s important that you commit to progress,\u201d he says. \u201cMarketing is more meaningful, human, and effective when DEI principles are woven throughout the process, from ideation to analysis.\u201d\", \"US English Male\");\n                }\n            };\n        <\/script>\n    <\/br><br \/>\n<img decoding=\"async\" class=\"wp-image-7498 size-full aligncenter lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/AMA-x-TDM-Logo-Lockup_Black.webp\" alt=\"AMA and TDM logos\" width=\"442\" height=\"98\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/AMA-x-TDM-Logo-Lockup_Black.webp 442w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/AMA-x-TDM-Logo-Lockup_Black-300x67.webp 300w\" data-sizes=\"(max-width: 442px) 100vw, 442px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 442px; --smush-placeholder-aspect-ratio: 442\/98;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">You could say marketing is experiencing a moment. Not the Instagram-worthy kind, but the once-in-a-generation variety. In the wake of social and racial justice initiatives and the entrance of the values-aligned Gen Z into the workplace and the marketplace, brands increasingly try to signal to consumers that they are socially conscious \u2013 a practice referred to as conscious capitalism \u2013 often with mixed results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While some marketers have embraced the opportunity to enact real change by introducing diversity, equity, and inclusion (DEI) into their work, others stick to their established way of doing things. This is despite mounting evidence that consumers want to see themselves reflected by brands. A recent study by <\/span><a href=\"https:\/\/business.adobe.com\/blog\/the-latest\/despite-25-years-of-advertising-growth-diversity-remains-a-challenge\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Adobe<\/span><\/a><span style=\"font-weight: 400;\">, for instance, found that <\/span><span style=\"font-weight: 400;\">34% of global consumers have boycotted a brand because it did not represent their identity in its advertising,<\/span><span style=\"font-weight: 400;\"> and more than a third of U.S. residents \u2013 up to 120 million people \u2013 do not see themselves portrayed accurately in ads.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-8874 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/05\/NEW-TDM-Library-Display-Ad_Large-B-1024x341.png\" alt=\"TDM Library. Your one-stop-shop for update DEI Resources. Explore with a free trial. Click here to learn more.\" width=\"1024\" height=\"341\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/05\/NEW-TDM-Library-Display-Ad_Large-B-1024x341.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/05\/NEW-TDM-Library-Display-Ad_Large-B-600x200.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/05\/NEW-TDM-Library-Display-Ad_Large-B-300x100.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/05\/NEW-TDM-Library-Display-Ad_Large-B-768x256.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/05\/NEW-TDM-Library-Display-Ad_Large-B.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/341;\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">What could be the reason for this apparent disconnect between forward-thinking marketers and the needs and wants of their audience? Research by the <\/span><a href=\"https:\/\/www.unstereotypealliance.org\/en\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Unstereotype Alliance<\/span><\/a><span style=\"font-weight: 400;\"> may provide a few clues: a survey of marketers from 100 companies and agencies throughout the United Kingdom found that 64% didn\u2019t include diversity in ads because they were \u201cafraid of getting it wrong.\u201d Another 47% said they lacked the experience to portray diverse communities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their fears are not without merit. Consumers are highly attuned to authenticity, and blowback can be swift when a company\u2019s actions fail to align with its socially conscious messaging. The lightning speed of social media only serves to further complicate the situation. According to a recent <\/span><a href=\"https:\/\/www.ama.org\/2022\/04\/06\/press-release-from-the-journal-of-marketing-how-marketing-managers-can-navigate-the-cultural-contradictions-of-authenticity\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">study<\/span><\/a><span style=\"font-weight: 400;\"> that appeared in the <\/span><i><span style=\"font-weight: 400;\">Journal of Marketing<\/span><\/i><span style=\"font-weight: 400;\">, \u201cThis branding dilemma has been further exacerbated by social media users who are quick to pounce upon (and denounce) \u2018woke brands\u2019 for any marketing missteps that seem to affirm their skepticism.\u201d\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-7502 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1260992309-1024x683.jpg\" alt=\"Couple from different ethnic using credit card wirh mobile phone, doing online transaction in house kithen\" width=\"1024\" height=\"683\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1260992309-1024x683.jpg 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1260992309-scaled-600x400.jpg 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1260992309-300x200.jpg 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1260992309-768x512.jpg 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1260992309-1536x1024.jpg 1536w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1260992309-2048x1365.jpg 2048w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/683;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">One only needs to look around for real-world examples of this. While brands such as Proctor &amp; Gamble (P&amp;G) have moved forward with authentic purpose, others have failed due to a lack of genuine effort or because they tried to capitalize on current events. Recently DC Comics was <\/span><a href=\"https:\/\/www.npr.org\/2022\/09\/26\/1124946039\/hispanic-heritage-month-companies-hispandering-failures-latinos\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">criticized for a line of comic book covers<\/span><\/a><span style=\"font-weight: 400;\">, intended to honor Hispanic Heritage Month, that featured superheroes holding Latin American foods and flags that read \u201cViva Mexico!\u201d In another DEI misstep, luxury brand Dolce &amp; Gabbana saw its sales revenue in China plummet after the company\u2019s ads disrespected Chinese norms and culture.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One reason why some companies succeed where others stumble could be because successful companies amplify DEI at all levels. For its \u201c<\/span><a href=\"https:\/\/www.youtube.com\/watch?v=PUHop5i8-f4\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Widen the Screen Campaign<\/span><\/a><span style=\"font-weight: 400;\">,\u201d for instance, P&amp;G not only featured a variety of Black voices, but included Black actors, directors, filmmakers, writers, producers, and more on the campaign.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To truly commit to change, a company may need to re-evaluate how it does business. In <\/span><a href=\"https:\/\/insight.kellogg.northwestern.edu\/article\/how-has-marketing-changed-over-the-past-half-century\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a recent interview <\/span><\/a><span style=\"font-weight: 400;\">Philip Kotler, author of the widely recognized textbook <\/span><i><span style=\"font-weight: 400;\">Marketing Management<\/span><\/i><span style=\"font-weight: 400;\">, said \u201cIn the old days, a brand simply told you what the product is and does and how it\u2019s priced. But today, a brand is the company\u2019s promise to deliver a specific benefit that addresses a particular need of its customers. Moreover, the promise of many brands extends beyond functionality and reflects certain aspects of customers\u2019 identity.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This has important implications for modern-day marketing. \u201cAn increasing number of companies include the creation of societal value in their mission statements,\u201d he continued. \u201cThis is an important development that is likely to have long-term consequences on the way these companies act in the marketplace and the way they structure their business processes.\u201d<\/span><\/p>\n<h2>Partnership helps marketers navigate DEI landscape<\/h2>\n<p><img decoding=\"async\" class=\"alignnone wp-image-7499 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1147398731-1024x683.jpg\" alt=\"Business team discussing some papers on the floor in the office\" width=\"1024\" height=\"683\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1147398731-1024x683.jpg 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1147398731-scaled-600x400.jpg 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1147398731-300x200.jpg 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1147398731-768x512.jpg 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1147398731-1536x1024.jpg 1536w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/iStock-1147398731-2048x1366.jpg 2048w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/683;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The American Marketing Association (AMA) and The Diversity Movement (TDM) recently renewed their partnership to help marketing professionals apply DEI principles to their day-to-day work. The partnership provides opportunities for synergy between two organizations that are dedicated to authentic, courageous, and value-driven conversations that solve real-world challenges.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cOur chapter leaders have been vocal about the need for more DEI tools and training,\u201d says Chad Wilson, Director of Learning at The American Marketing Association. \u201cThey are increasingly asked by their managers to incorporate DEI but don\u2019t know how to go about doing that.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/thediversitymovement.com\/inclusive-marketing-guide\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"size-medium wp-image-7501 alignleft lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/marketing-guide-300x300.png\" alt=\"marketing guide pages\" width=\"300\" height=\"300\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/marketing-guide-300x300.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/marketing-guide-100x100.png 100w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/marketing-guide-600x600.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/marketing-guide-1024x1024.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/marketing-guide-150x150.png 150w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/marketing-guide-768x768.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/marketing-guide.png 1080w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><\/a>The first thought leadership collaboration between the organizations was the <\/span><a href=\"https:\/\/thediversitymovement.com\/inclusive-marketing-guide\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">\u201cBest Practices Guide to Inclusive Marketing,\u201d<\/span><\/a><span style=\"font-weight: 400;\"> about the power of inclusion in the business world with an emphasis on marketing and communications. TDM also conducted DEI training for AMA chapter leadership, which led to a request for TDM to provide professional development and training for AMA members.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The organizations share a 365-degree approach to DEI. \u201cOur guiding theme as we\u2019ve designed these materials has been \u2018Marketing Through a DEI Lens,\u2019\u201d Wilson says. \u201cWhen DEI is part of your mindset, you naturally start to ask questions. Did I use inclusive language in that email I wrote? Is there unconscious bias in our survey methodology?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beginning in January, a white paper will be released every quarter in 2023 for AMA members and TDM clients. The four documents will provide detailed, actionable advice on how to align marketing practices with DEI principles.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The white papers will expand on the four categories of the AMA Skills Framework, which organizes the essential knowledge needed by those in the many different areas of the marketing profession.\u00a0 The four domains of the framework \u2013 Brand &amp; Content Execution, Data &amp; Analytics, Strategy &amp; Planning, and Relationship Management \u2013 represent the entire life cycle of marketing activities, although some skills and activities will overlap between domains.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The framework will help guide the future training and educational offerings from the AMA in order to meet the needs of marketers in a variety of roles and levels of experience. It will also evolve to include related soft skills, tools and technologies related to each domain, and relevant application of DEI principles for each domain. By incorporating DEI into the professional skills framework, the intention is to help marketers think about how DEI influences the development of their professional skills.\u00a0<\/span><\/p>\n<figure id=\"attachment_7500\" aria-describedby=\"caption-attachment-7500\" style=\"width: 200px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"size-full wp-image-7500 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/Chad-Wilson.jpeg\" alt=\"Chad Wilson headshot\" width=\"200\" height=\"200\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/Chad-Wilson.jpeg 200w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/Chad-Wilson-100x100.jpeg 100w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2022\/12\/Chad-Wilson-150x150.jpeg 150w\" data-sizes=\"(max-width: 200px) 100vw, 200px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 200px; --smush-placeholder-aspect-ratio: 200\/200;\" \/><figcaption id=\"caption-attachment-7500\" class=\"wp-caption-text\">Chad Wilson<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">\u00a0\u201cA lot of our individual and mid-level professionals struggle to make the connection in their day-to-day work when someone in leadership asks them to incorporate DEI,\u201d Wilson says. \u201cThese materials will provide the soft skills to help our members accomplish their goals. Eventually we hope it will become routine to take a step back and apply a DEI lens to everything we do.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These skills prioritize inclusive marketing practices, which look beyond conventional narratives about diverse groups and seek to highlight the experiences and perspectives we all share. Unlike \u201cmulticultural\u201d or \u201cethnic\u201d marketing, inclusive marketing is less about targeting a specific population. \u201cIt\u2019s taking a step back to understand the unique needs, challenges and habits of a target market rather than tokenizing or exploiting a group of people.\u201d Wilson says.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Donald Thompson, chief executive officer at The Diversity Movement, hopes marketing professionals will use this new suite of tools to move forward with confidence on their DEI journey. \u201cYou don\u2019t have to get everything perfect all at once, but it\u2019s important that you commit to progress,\u201d he says. \u201cMarketing is more meaningful, human, and effective when DEI principles are woven throughout the process, from ideation to analysis.\u201d<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone size-large wp-image-8047 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-B-1024x85.png\" alt=\"Display ad for TDM Library. Text says &quot;Find more content like this in TDM Library. Start my free trial&quot;\" width=\"1024\" height=\"85\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-B-1024x85.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-B-600x50.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-B-300x25.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-B-768x64.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-B.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/85;\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You could say marketing is experiencing a moment. Not the Instagram-worthy kind, but the once-in-a-generation variety. In the wake of social and racial justice initiatives and the entrance of the15<\/p>\n","protected":false},"author":2,"featured_media":7499,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57,5],"tags":[],"tdm_type":[92],"class_list":["post-7497","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inclusive-marketing-sales","category-blogs","tdm_type-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Diversity Movement and the American Marketing Association Partner to Refocus Marketing Through a DEI Lens\u00a0 - The Diversity Movement<\/title>\n<meta name=\"description\" content=\"In the wake of social and racial justice initiatives and the entrance of the values-aligned Gen Z into the workplace and the marketplace, brands 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