Prioritising inclusivity: Why marketers can’t ignore the multifaceted nature of consumers
The second edition of CMOs’ Charcha - Bengaluru Chapter 2023, held on October 6, brought together forward-thinking marketers, industry experts, and thought leaders. Presented by NewsFirst Kannada and hosted by Adgully, CMOs’ Charcha - Bengaluru Chapter 2023 is more than just a conference; it’s a celebration of the marketing industry’s innovation, resilience, and adaptability. The theme this year was ‘Marketers’ Blueprint: Embrace Automation, Inclusivity, and Sustainability’. The theme reflects the current needs of the marketing industry, especially with the growing importance of automation and inclusivity in reaching diverse audiences. Innovation, of course, is always a key driver of success. The theme encapsulates the marketing industry's quest to adapt, connect, and thrive in an ever-evolving landscape.
In keeping with the theme of the event this year, a panel discussion turned the focus on ‘Inclusivity in Marketing’. Chaired by Sindhu Janardhan, Senior Creative Director, Interactive Avenues, the esteemed panellists included:
Ashok Vidyasagar, Segment Leader, EY
Shahbaaz Mohammed, Brand Marketing Head, cult.sport
Puja Bedi, Head - Brand Marketing, WOW Skin Science
Vikas Bansi, Business Head, OTC, Himalaya Wellness Company
Sindhu Janardhan initiated the session by highlighting the current significance of inclusivity and diversity within the marketing community. She acknowledged that marketers have increasingly embraced inclusivity when creating campaigns. She posed a question regarding the shift in focus towards inclusivity within the past decade and why marketers should prioritise inclusivity both in their campaigns and when forming teams.
Vikas Bansi noted that the topic of inclusivity gained momentum among marketers over the last 4-5 years, particularly in the aftermath of the COVID-19 pandemic. He stressed the importance of inclusivity in marketing, citing a Kantar Study, which found inclusive and progressive marketing campaigns are 25% more effective in establishing a meaningful connection with the audience. He pointed out that globally, brands are actively implementing inclusivity and representation, with even government and health websites in India striving to maximise inclusivity, diversity, and reach.
Bansi further noted that COVID-19 accelerated the adoption of data and technology, prompting brands to ensure that they stayed closely connected with their target audiences, making inclusivity vital for marketers on all fronts.
According to Mohammed Shahbaaz, several factors contribute to the rise of inclusivity in marketing. First, brands have grown larger, enabling them to tackle broader agendas beyond functional objectives. Second, the emergence of social media has given consumers a more democratic platform to voice their opinions. He noted that while some brands work diligently to represent consumers accurately, others fall short in this regard, leading to disparities in advertising representation.
Shahbaaz also highlighted a shift in marketing philosophy, moving away from viewing consumers as a single persona associated with a brand, to recognising the multifaceted nature of consumers. This evolution has rendered demographic segmentation obsolete, as it is now possible to see different facets of individuals, such as their participation in activities like sports, which was traditionally stereotyped as a male domain.
Sharing her perspective, Puja Bedi highlighted the transformation of marketing over the past decade or two. She pointed out that mass media once dominated the scene, leaving the interpretation of brand messages to consumers. However, with the rise of start-ups, direct-to-consumer (D2C) brands, performance marketing, and social media, brands have become much closer to consumers. They now have a better understanding of consumer preferences, realising that not every product or message resonates with everyone.
Bedi cited her personal care start-up as an example, mentioning how they tailored products to specific geographic locations based on differing climate conditions. Furthermore, she stressed that brands now appreciate the diversity among consumers, recognising that not all 35 or 40-year-olds share the same preferences. In this evolving landscape, companies are taking more thoughtful and targeted approaches to their marketing strategies.
Ashok Vidya Sagar spoke about the steps taken by EY (Ernst & Young) to promote gender equality within the company. He noted that EY’s workforce is almost evenly divided between men and women, with a significant representation of the LGBT community within their staff. He shared a touching anecdote about a brilliant LGBT individual that he had met in their Bengaluru office, shedding light on the challenges that she faced – from securing rental accommodations to accessing various facilities. Regarding changes in the market compared to a decade ago, Sagar attributed much of it to shifting demographics. With 58% of the country’s population being under 25, the Gen Z demographic is driving inclusivity. This generation is highly concerned about issues like casteism and societal divisions, making inclusivity a top priority.
These are edited excerpts. For the complete panel discussion, please watch below:
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