Essentially, our archetypes are limited because we can’t see beyond our data and objective biases. Ideally, we would construct future experiences with expansive, inclusive archetypes to provide all audiences with a tailored, bespoke journey.
To date, one of the most significant challenges getting in the way of gender-based DEI in marketing has been consumer archetypes that haven’t factored in underrepresented gender communities. This means the data pulled from ad campaigns will overlook those same communities. It’s a perpetuating cycle that can harm a brand’s reputation and bottom line. Consumers who don’t see themselves in one brand will look to another.
It’s our responsibility as marketers to ensure we’re deliberately expanding the scope of our marketing archetypes to encompass as much gender diversity and representation as possible. That’s true even if it means challenging the data at hand. After all, the data can only reflect what’s been done in the past.
So how can brands, marketers and agency professionals create deeper connections with consumers from all genders? Factor gender-inclusive archetypes into the mix early. If a brand’s marketing personalization strategies don’t recognize gender from the get-go, they’re probably never going to reach comprehensive inclusivity in marketing. Generally speaking, archetypes are laid out in the first phases of the consumer experience discovery. During those pivotal moments, gender discussions should be had.
Again, this may require bucking existing data to weave gender throughout the conversation. Nevertheless, the outcome should foster an incoming wave of new research to illuminate other ways to reach buyers of all genders. Bringing as many perspectives as possible to the creative table erodes behavioral bias from decision-making and generates a level playing field that promotes building ideation session frameworks that embrace the hive.
To kickstart your journey toward more inclusive advertising, consider these specific tactics designed to weave gender inclusivity into your marketing efforts right from the start.
Diverse datasets
Utilizing datasets that reflect diverse gender identities and expressions may require looking beyond your existing customer database. Look to research studies, partnerships with LGBTQ+ organizations and social media trends that offer insights into underrepresented gender communities. By diversifying your data sources, you ensure that your marketing strategies are informed by a broad understanding of gender diversity.