How brands can best engage with consumers through diversity marketing 

The U.S. is often referred to as a ‘melting pot’, which gives brands the ability to reach wide audiences right here. Yet many miss the mark by not engaging with consumers accurately through diversity marketing. Today on Diversity in Automotive, we’re pleased to welcome Dr. Debbie Qaqish, Partner and Chief Strategy Officer of The Pedowitz Group, to guide us through how brands can best engage with consumers through diversity marketing. 

Diversity marketing is about inclusion, being real and authentic. The days of this fake, plastic, corporate America messaging to people is gone says Qaqish. What people want now is authenticity and diversity marketing is a great way to achieve that. She says we have to also make sure we’re being inclusive.

You need to have a diverse workforce. Studies have shown that companies with diversity outperform those who don’t. If you have inclusion across different races, you have an even higher market valuation. Qaqish says that’s what consumers expect nowadays.

It’s about getting diversity into the C-suites. The higher you go into organizations, the less diversification. Qaqish says it’s really a shame because diversity pays. Everything people want to know about you, your company, and what you do is all online. It starts at the top says Qaqish.

Brands need to do more, says Qaqish. It begins with your messaging. People need to know that they’re dealing with an organization that cares. When evaluating your marketing, Qaqish says the first thing you should do is to have an organization that understands PR and helps enable programs in the company that includes diversity. It’s about making a connection, and that’s always a great first step says Qaqish.