Omaha’s diverse and dynamic community is an ever-evolving melting pot of cultures, backgrounds and perspectives. This diversity presents both a challenge and an opportunity for marketers in the region. To succeed in a rapidly changing world, Omaha marketers must prioritize Diversity, Equity, Inclusion, and Awareness (DEIA) in their strategies. DEIA is not merely a buzzword; it’s a guiding principle that can unlock the full potential of marketing campaigns by acknowledging and embracing the differences within your audience.
Diversity, Equity, Inclusion, and Awareness (DEIA) represents a set of principles aimed at acknowledging and addressing various backgrounds, experiences and perspectives of individuals in a community or organization. In the context of marketing, DEIA is all about recognizing and respecting these differences to create campaigns that resonate with your entire audience. It is not limited to race or ethnicity but extends to gender, age, abilities, sexual orientation, socio-economic status, and more.
Why is DEIA important in marketing?
Reflecting Omaha’s Diversity:
Omaha is a city that has grown increasingly diverse in recent years. This diversity is not just a checkbox for marketers; it’s an opportunity to tap into unique and varied perspectives that can enhance your campaigns. By embracing DEIA, you can create content that resonates with the diverse population of Omaha and, in turn, build stronger connections with your audience.
Strengthening Brand Reputation:
A commitment to DEIA in marketing can significantly boost your brand’s reputation. Today’s consumers expect brands to be socially responsible and inclusive. Demonstrating that your marketing efforts are aligned with these values can help establish trust and loyalty among your audience.
Increasing Market Share:
Omaha is a competitive market, and businesses that fail to recognize the importance of DEIA may miss out on a significant portion of their potential customer base. When your marketing is inclusive and awareness-driven, it broadens your reach and increases your chances of gaining a larger market share.
Inclusivity and diversity often go hand in hand with innovation. When you incorporate a wide range of perspectives into your marketing strategy, you are more likely to come up with fresh, creative ideas to set you apart from the competition.
Practical Steps for Embracing DEIA in Marketing:
- Audience Research: Conduct thorough research on your target audience, going beyond demographics to understand their values, interests, and experiences.
- Inclusive Content: Create content that reflects the diversity of your audience, avoiding stereotypes and biases. Use inclusive language and imagery.
- Collaborate: Partner with diverse voices and influencers from the Omaha community to help shape your marketing campaigns.
- Feedback Loops: Create mechanisms for feedback from your audience to ensure your campaigns remain relevant and respectful of their needs and expectations.
- Training and Education: Invest in DEIA training for your marketing team to raise awareness and understanding of these principles.
- Evaluate and Adjust: Regularly assess the impact of your DEIA efforts and adjust your strategies as needed.
Examples of DEIA Marketing Campaigns:
Dove’s Real Beauty Campaign
For 19+ years, Dove has strived to make a difference with their “Real Beauty” marketing campaign. With a focus on women, female-identifying, and non-binary individuals, Dove celebrates the authenticity of the individual by only featuring women- not models, refusing to digitally distort their images and promoting self-esteem and body positivity.
Target’s Multiple DEIA Campaigns
Before diversity was a buzzword and regularly trending on the app formerly known as Twitter, Target has stood firm on its commitment to partnering with certified minority- or women-owned suppliers. Their commitment to underserved communities has often come as a detriment to their bottom line. Recently, the company received backlash for its Pride campaign, receiving threats and boycotts due to its support of the LGTBQIA community. The company stands strong and continues to provide adaptive clothing options as well as providing awareness of Latino Heritage Month, Women’s History Month, and Black History Month.
Omaha Kiewit Luminarium
The museum’s tagline includes “a place for people of all ages, identities, and backgrounds to explore astonishing phenomena at the intersection of science, art, and human perception.” Ensuring their core message engages a wide and diverse audience, the Luminarium is living true to its word. Upon opening, the museum offered Access Memberships, providing its programming to individuals of a multitude of socioeconomic backgrounds and now offering free visits to Indigenous people. Their social media presence displays the true Omaha, beautifully diverse in age, race, and gender.
Marketers prioritizing Diversity, Equity, Inclusion, and Awareness (DEIA) in a diverse city like Omaha are poised for success. DEIA isn’t just a matter of ethics; it’s a smart business strategy. By acknowledging and embracing the differences within your audience, you connect with them on a deeper level and set yourself apart from the competition. In the ever-changing landscape of marketing, DEIA isn’t just an option; it’s a necessity for Omaha marketers looking to thrive in the community and beyond.DEIA is one of the core pillars of AMA Omaha, and we pledge to use our platform to support diversity, equity and inclusion across the marketing industry.
Written by DeAnna Williams,
Marketing Specialist at ES Law & AMA Omaha VP of Diversity, Equity & Inclusion