Companies must walk a fine line when promoting their products and services to diverse audiences. The most popular brands have loyal audiences, and those audiences want those brands to respect their values.
At the same time, society is changing. For example, most Americans are much more accepting of LGBTQ communities, and they expect to see members of those communities represented in marketing efforts for those products. Companies often achieve this by running advertisements that show individuals, couples, groups, and families that portray heterosexual, gay, lesbian, and transgender people enjoying their products. They may also make use of social media and provide their products to influencers from a variety of backgrounds.
Of course, those who consider themselves part of the core consumer group for a product may take offense if they feel the company is straying too far from its traditional marketing message. In trying to be inclusive, companies may alienate their traditional customers and lose sales or find themselves caught up in controversy. Examples of companies or products that have found themselves in such controversies include Disney, Bud Light, and Target.
For this discussion, imagine that you work in social media marketing for a product or service of your own choosing. Your bosses are committed to inclusive practices, but they are also mindful of not losing sales or becoming embroiled in controversy.
In your initial post, please respond to the following.
What product or service are you marketing? Why did you choose it?
Briefly share with us how you would market your product or service in an inclusive fashion.
What efforts, if any, might you make to steer clear of controversy?
