As brands continue to embrace the power of diversity and inclusivity in their marketing efforts, it has become evident that marketing to minority communities is no longer an afterthought—it’s an essential component of building a successful, sustainable brand in today’s multicultural world. While many brands have made strides in representing minority communities, there is still much work to be done to ensure that these efforts go beyond tokenism and truly reflect the lived experiences, aspirations, and needs of these groups. In this op-ed, we will explore how brands can approach marketing to minorities in a way that is genuine, impactful, and mutually beneficial for both the brand and the communities they aim to serve.
One of the critical challenges in marketing to minorities is overcoming superficial or performative attempts at inclusivity. While diversity in advertising is a step in the right direction, it is important that brands go beyond simply featuring people from different ethnic, racial, or cultural backgrounds. Tokenism—where diversity is used as a marketing tool without truly understanding the culture or experiences of the represented groups—can lead to backlash and undermine the brand’s credibility. Consumers today are quick to spot inauthenticity, and performative diversity can do more harm than good.
A prime example of a brand successfully moving beyond tokenism is Ben & Jerry’s. Known for its activism and commitment to social justice causes, Ben & Jerry’s has consistently incorporated values such as racial justice, environmentalism, and LGBTQIA+ rights into its marketing and brand positioning. The brand’s “Justice ReMix’d” ice cream, for example, was launched in collaboration with the organization Color of Change to highlight issues of racial inequality within the U.S. criminal justice system. By pairing the product with a social mission, Ben & Jerry’s demonstrated its commitment to not only marketing to minority communities but also addressing the root causes of systemic issues affecting these communities. The success of this campaign was rooted in its authenticity—Ben & Jerry’s didn’t just create a product for Black communities; they used their platform to bring awareness to critical social issues, signaling their commitment to social change.
Another successful example of an authentic marketing campaign targeting minority communities comes from the cosmetics brand CoverGirl. In 2016, the company made headlines by appointing makeup artist and activist James Charles as the first male CoverGirl spokesperson. This move was groundbreaking for the beauty industry, where women had historically been the primary focus of beauty campaigns. By tapping into the growing LGBTQIA+ community and embracing gender fluidity, CoverGirl successfully reached a new demographic and made a bold statement about inclusivity in the beauty industry. However, this campaign succeeded because it was more than just a marketing gimmick—it was rooted in CoverGirl’s core values of self-expression and empowerment.
Marketing to minority communities also requires a commitment to representation across all levels of the organization, from leadership to creative direction. Authenticity is not just about what a brand says in its advertisements; it’s about how that brand operates internally. Brands that are committed to diversity and inclusion must ensure that their efforts extend beyond the marketing department and into areas like hiring practices, supplier diversity, and employee training. For instance, companies that have diverse leadership teams are better positioned to create campaigns that truly resonate with minority audiences, as they bring a more nuanced understanding of those communities’ needs and desires.
A great example of a brand that has embraced diversity at all levels is Google. Google’s commitment to fostering diversity and inclusion within the company is reflected in its products and marketing. From the Google Doodle campaigns celebrating the achievements of diverse historical figures to its efforts to combat discrimination and promote diversity in tech, Google has created a brand narrative that goes beyond surface-level inclusivity. These efforts have helped to build trust with minority communities and solidify Google’s position as a company that genuinely values diversity.
Finally, it’s important to recognize that marketing to minority communities is not a one-time campaign—it’s an ongoing effort. Brands that succeed in connecting with these communities understand that relationships take time to build, and they are committed to staying engaged with minority audiences long after the campaign ends. This involves listening to feedback, addressing concerns, and continuously evolving marketing strategies to remain relevant and responsive to the needs of these communities.
Looking to the future, the landscape of marketing to minorities will continue to evolve. Brands that take a proactive, long-term approach to inclusivity will likely lead the charge in the years to come. Consumers are increasingly looking for brands that align with their values and reflect their experiences. For marketers, this means that success lies not in one-off campaigns but in building a consistent, authentic presence that resonates with minority communities and demonstrates a real commitment to inclusion.
In conclusion, marketing to minorities is about more than simply showing diverse faces in advertisements—it’s about embracing inclusivity in every aspect of the brand’s operations. Successful campaigns will be those that reflect the authentic experiences of minority communities, engage in meaningful dialogue, and commit to social change. As the world continues to become more interconnected and diverse, brands that make authentic connections with minority audiences will not only drive business growth but also help create a more inclusive and equitable society.
