More and more brands and their customers are demanding marketing and communications be more inclusive and representative of the world we live in. It’s no wonder because the stats back it up:
- 70% of Generation Z and Millennials will choose one brand over another if it demonstrates diversity in its promotions”
- Nearly half, (47%) of millennials say they’d choose an inclusive brand over a competitor who offers a similar product
- 26% of the US population identify as LGBTQ+ represent 1 trillion in purchasing power
However, right now, even with these statistics, only 5% of advertising dollars are spent focused on the multicultural population in the US while that same demographic represents 40% of the population, and even further to that, by 2045, it’s predicted that the US will become minority white.
So, what’s the issue?
Well, in the past, a lot of inclusive marketing work has been executed by Marketers without proper Diversity and Inclusion training, and thus the “woke washing” phenomenon arose. AndHumanity, an Inclusive Marketing Agency, has taken upon itself to change all that. For the past year, the AndHumanity team has gone through extensive training and reformation, while partnering with Diversity and Inclusion Expert advisors, to take on an academic approach to inclusive marketing. Together with these experts, they’ve created a customized framework to assess brands and their work in the world of Diversity and Inclusion. On top of that, they have developed the AndHumanity Brand Inclusion Self-Assessment Tool that allows brands to self-assess and score how inclusive their brand communications is by answering a series of questions.
In a nutshell, they define themselves in the following way:
“We Identify where exclusion or underrepresentation exists in your communications and service offerings, work to close these gaps by elevating these marginalized voices, and advocating for change. We do this through thoughtfully aligning brand values with communications, building authentic allyships, and creating relevant content that deepens customer loyalty and influences positive social change.
Underrepresented voices include but are not limited to People of Colour, Indigenous, LGBTQ2+, people with invisible or visible disabilities (permanent or temporary), socio-economic status, age (seniors and youth), women, and all the complex intersectional identities that overlap and exist in between. We realize this list is by no means exhaustive. Our ultimate purpose is for all individuals to feel like they belong.”
AndHumanity was founded by brother and sister duo, Matthew and Tammy Tsang. They are also the owners of My Loud Speaker Marketing, another local agency, and sister agency to AndHumanity. As stated in the opening letter of the AndHumanity website, Tammy states that “we have an opportunity as marketers, journalists, and content creators to shape what we see online every day.” and that “as a marketer, if I’m not part of the solution, then I am part of the problem.” Finally, she states that she “want[s] all children to see themselves represented, to not feel alone in their uniqueness, and to be proud of who they are. Not only in the color of their skin but their complex intersection in a modern-day reality.”
The brother and sister also dive deeper into their personal journeys to creating the agency, which can be found here and here.
As an Inclusive Marketing Agency, AndHumanity provides strategic consultation, assessment, as well as content creation services that authentically represent underrepresented communities. Utilizing their customized Brand Inclusion Framework, they’ve developed a unique process to assess brands and provide the next steps through a workflow that considers inclusive practices and outcomes at every step. Additionally, they build trusted and genuine relationships with underrepresented communities in order to determine truly mutually beneficial partnerships with the brands. All this results in marketing and communications that deepen customer loyalty for brands, all the while influencing positive social change.
Learn More about AndHumanity at www.andhumanity.ca
