{"id":4135,"date":"2016-10-03T16:07:48","date_gmt":"2016-10-03T16:07:48","guid":{"rendered":"https:\/\/northstarhq.com\/?p=4135"},"modified":"2018-07-07T20:31:07","modified_gmt":"2018-07-08T03:31:07","slug":"the-importance-of-diversity-in-marketing","status":"publish","type":"post","link":"https:\/\/northstarhq.com\/the-importance-of-diversity-in-marketing\/","title":{"rendered":"The Importance of Diversity in Marketing"},"content":{"rendered":"
There is an entire school of thought out there called <\/span>design thinking<\/span><\/a>. In as short as possible, it is an interdisciplinary and intercultural approach to problem solving. When applied to the business world it can mean anything from a CEO helping flip burgers once a month for a few hours to understand her\/his business at a core level. Or it can be employees from very different departments brainstorming solutions to a problem. <\/span><\/p>\n What does that have to do with marketing?<\/b><\/p>\n Representation.<\/span><\/p>\n Here\u2019s a very obtuse (and often used) example: why would a group of men be in charge of a marketing campaign for feminine products? They have no knowledge or understanding of the product, let alone the experience of a menstrual cycle. <\/span><\/p>\n When you bring women to the table you have an entirely different outlook, understanding, knowledge, and approach to the problems being targeted in the marketing campaign. Putting the feminine products aside, let\u2019s take this thinking further: let\u2019s bring men and women of color and\/or of different cultural upbringings and we expand the representation even further. We expand the knowledge and understanding further and stand a chance of reaching new, or greater, audiences. <\/span><\/p>\n