The marketing environment has become more complex, and clients have become more sophisticated. Diversity marketing is the new norm, and this doesn’t simply mean racial diversity. Diversity comes in many forms: gender, race, age, life stage, language preference, sexuality, thought and special interests are all ways in which people’s differences are recognized.
By recognizing these differences and tailoring your message or marketing efforts to reflect consumers‘ uniqueness, you are validating the importance of a client or consumer group. It may be counter-intuitive to focus on differences rather than similarities, but this approach can stretch your marketing muscles and bring incremental results.