Published on October 15, 2019, at 11:00 a.m.
by Ali Cushing.
In the past, many brands promoted products in an exclusive light, focusing on messaging that only spoke to specific demographics. However, nowadays there is a movement for more inclusive marketing, and brands that once lacked diversity are joining in, because in 2019, inclusion sells.
Millennials value authenticity; therefore, businesses are enhancing the inclusiveness of their brands like never before. A recent study conducted by Accenture found that 70% of millennials are more likely to choose one brand over another if that brand demonstrates inclusivity and diversity in its promotions and products.
The importance of maintaining a strong relationship between a brand and its consumers is something PR professionals know all too well. Positive relationships between the two are sure to produce positive outcomes for both parties.
One company that has excelled in creating a positive consumer-brand relationship is Fenty Beauty by Rihanna. Fenty Beauty was created in hopes of providing makeup for all different kinds of people. Launching with 40 shades of foundation spanning evenly across the complexion spectrum – from the fairest to the deepest skin tones — “Foundation for all” became a revolutionary campaign in the makeup industry. Rihanna stated, “Fenty Beauty was created for everyone: for women of all shades, personalities, attitudes, cultures, and races. I wanted everyone to feel included. That’s the real reason I made this line.”
The makeup line gained widespread praise, including being named one of Time magazine’s best 2017 inventions, for its 40-shade foundation range. The debut of Fenty Beauty highlighted how valuable inclusive marketing can be, as it jolted the makeup industry and shifted the market as a whole. This shift in the cosmetics market is commonly referred to as “The Fenty Effect.” This “effect” brought on by Rihanna’s line created a new standard in the makeup industry, in light of pushing out more diverse shade ranges.
People used to look to brands in hopes of seeing what they “could be.” However, millennials are much more willing to embrace diversity and the “realness” of what they want out of a product. Brands that prioritize inclusivity and diversity, such as Fenty Beauty, resonate with their audiences as well as turn a profit.
The idea of promoting inclusiveness should stand out to any brand’s PR team because including more people provides a broader outreach. Never doubt the power of inclusivity; you might just create a new standard within your market.