Marketing to People Not Like You

Premiered: May 9, 2018 (Forum 2018)
Length: 20 minutes

The marketing environment has become more complex, consumers are more sophisticated, and diversity marketing is the new norm. And not just racial diversity either — gender, age, lifestage, language, sexuality, hobbies. When you tailor your products and marketing messages in ways that acknowledge these differences and reflect consumers’ uniqueness, you are validating their importance. Focusing on people’s differences vs. their similarities can feel strange to mass marketers who always look for “common denominators,” but embracing socio-cultural diversity as part of your marketing strategy pays off with incremental results.