SCRIPT:

We talk a great deal about diversity and inclusion, and as a business professional you need the positive social capital that comes with true inclusive marketing. Beyond that, there are just good business facts. Did you know that: 

Number one: Adults with disabilities have enormous spending power with $490 billion dollars in total disposable income.

Number two: The LGBTQ+ community is the fastest-growing minority group in the United States and controls strong spending power at 1.4 trillion dollars with household income twice the national average. 

Number three: Think again before you dismiss someone because of their age. Active agers:

Represent 30% of the population

Control 70% of the wealth and 

Represent 40% of all consumer spending. 

Yet…66% of active agers believe that their group is not appropriately represented in advertising and marketing. 

Number four: only 18% of Black Americans witness their race and ethnicity “a lot” in advertising. The sentiment of wanting to be seen is serious. Black Americans represent $501 billion dollars in disposable income and maintain significant brand loyalty. 

True inclusion means being sincere in your behavior. These numbers define the financial value, but they can only be yours through your cultural integrity. You must have a clear understanding of these audiences. Ask the questions. Listen. Then develop and implement a solid strategic plan to communicate through and with them all.

Be informed. Be intelligent. Be effective.

Does being informed about specific diversity audiences  trigger a spark of need for your business? Contact me. [email protected]

Until next time, stay wise!