At THE 3RD EYE, DEI (Diversity, Equity & Inclusion) has been in our DNA since before it was a buzzword in the marketing world. The most important thing we’ve learned? For DEI efforts to work, they need to be authentically woven into the fabric of your brand at every stage.
The Shift from Diversity Checkbox to Cultural Mindset
For years, DEI (Diversity, Equity, and Inclusion) in marketing has been treated as a corporate checkbox, an initiative to be activated during heritage months or when brands need to reach specific audiences.
But as we move into 2025, it’s clear that this outdated approach is no longer cutting it. Consumers, especially younger generations, see right through performative efforts, and they’re not afraid to call out brands that miss the mark. And we also have political shifts impacting brand behavior to contend with.
“Gen Z is digital first, highly “non-Western,” and spans various life stages; in other words, this demographic is anything but a monolith…
“Almost half of the generation is nonwhite. Their diversity also comes through in Gen Zers’ social and cultural values. Compared with Millennials, 7.7 percent more Gen Zers identify with the LGBTQ+ community, and they are less likely to affiliate with established religions.” (Nielson Report)
Gen Z, the most diverse generation in history, will have significant spending power by 2030 (Nielson Report). Their expectation? That brands do more than just talk about DEI, they need to live it at every level. From leadership to creative teams, to the way media is bought and stories are told, inclusion in marketing must be ingrained in a brand’s DNA. If not, it won’t resonate. Worse – it will backfire.
Diversity: Representation Matters
“7 in 10 consumers say DEI is an important factor when choosing a brand to purchase from” (Amazon Ads and Environics Study)
Many brands still approach DEI with the wrong mindset. Instead of embedding it into company culture, they see it as a marketing strategy tool: “We need to reach a Black or Hispanic audience, but we don’t have anyone internally who understands them, what should we do?”
The answer is simple: representation must exist at every level. If there’s no diversity in leadership, the boardroom, or the creative team, the marketing content will never be truly authentic. Brands that don’t have internal representation tend to lean on outdated stereotypes or, worse, assumptions that are completely out of touch – like a casual remark I encountered recently-suggesting that “Hispanics can’t afford medication” is a reminder of how harmful assumptions can be. These missteps don’t just alienate people of color; they erode trust.
Sixty-seven percent of consumers say brands promoting DEI are important in general and 46% of consumers make a concerted effort to support brands that have corporate commitments to DEI (Amazon Ads and Environics Study).
That’s why cultural diversity in corporate leadership isn’t just nice-to-have, it’s the backbone of authentic marketing. If your leadership team lacks diverse perspectives, it’s only a matter of time before your marketing falls flat. True DEI starts from within, shaping the stories you tell and the audiences you connect with.
Equity: Fairness in Opportunities
DEI is not just about who is seen in ads – it’s about who gets opportunities behind the scenes. A marketing team that’s not diverse will struggle to connect with a wide range of consumers. Equity means ensuring that professionals of all backgrounds have a seat at the table, not just when it’s convenient, but as a core business principle.
For brands, equity translates to fair hiring practices, leadership development programs, and inclusive content strategies that reflect the communities they serve. When businesses invest in equitable practices, they see a meaningful impact, not just in reputation, but in customer loyalty and long-term brand sustainability (Boston Consulting Group).
That’s why brands like Apple and Costco remain committed to their DEI goals: it’s good business.
Inclusion: Creating a Belonging Culture
Creating a truly inclusive marketing strategy goes beyond hiring – it’s about fostering an inclusive culture where people of color, people with disabilities, and other underrepresented groups feel valued and heard. This isn’t a one-time initiative; it requires continuous effort, investment, and education.
Ensuring Representation Across Teams
Without diverse perspectives in your marketing team, you’re bound to miss key cultural nuances that impact how your brand is perceived. Inclusive marketing campaigns that resonate come from creative teams who reflect the target market they aim to engage.
A 2024 report by Edelman revealed a harsh truth: 63% of employees say their company’s DEI messaging doesn’t match the reality inside their workplace. And consumers see right through it; 58% admit they don’t trust brands that talk about equity but fail to back it up with real action.
Tailoring Content to Varied Cultural Experiences
Content coming from an authentic place will always resonate more, especially in the digital world where audiences have become more jaded by brands’ motives. Most generations are disenchanted, particularly with Social Media’s ad landscape. In an oversaturated landscape, authenticity stands out.
And to capture the attention of your target audience, your story and the efforts behind it must come from a real place.
“According to Kantar’s Brand Inclusion Index 2024, the perception of a brand’s diversity and inclusion efforts influences buying decisions among almost 8 in 10 people worldwide, especially among Gen Z and Millennials, LGBTQ+ communities, people with thinking and learning differences, and people with disabilities.” (Kantar Marketing Trends 2025)
Consumers are not a monolith. A target audience of African Americans will have different consumer expectations than a Hispanic or Asian-American audience. Marketing professionals must recognize these distinctions and create inclusive marketing campaigns that respect and reflect these differences. Brands like McDonald’s have successfully engaged multicultural communities by leaning into authentic storytelling that highlights cultural diversity.
Addressing Common Challenges in DEI
Overcoming Performative Actions
One of the biggest pitfalls in DEI marketing efforts is tokenism – using diverse faces in ads without real engagement behind the scenes. Consumers demand authenticity, and social issues cannot be leveraged for quick PR wins. To avoid this, brands should integrate their inclusive marketing strategy into their overall business leaders’ vision, ensuring it impacts every layer of operations. Once again, the solution begins with authenticity.
In Gillian Oakenfull’s Forbes contribution, she notes that, aside from political shifts, recent blowback on DEI is partially due to many initiatives’ narrow focus on representation metrics and a failure to address systemic inequalities. Marketers in past years have tended to over promise, ultimately delivering superficial results if the whole organization doesn’t follow suit.
Promises must be backed up by meaningful action. Otherwise, the consumer stops believing you. Surface-level symbolism and simplistic narratives don’t work. Authenticity does.
Navigating Client Resistance
A frequent roadblock? Clients who don’t see the value of DEI. Some view it as a means to acquire a specific audience for a certain campaign rather than an essential business component and it simply doesn’t work that way. In order for DEI to yield fruits in marketing and sales, it needs to be applied on every level.
Studies show that inclusive marketing efforts drive tangible business outcomes, increasing customer satisfaction and engagement (ASHRAE). The brands that embrace DEI fully will be the ones to thrive as consumer personas evolve .
Measuring the Impact of DEI Efforts
How do you know if your DEI initiatives are working? Like any other marketing strategy, you need clear metrics to assess progress and impact.
Consider these metrics while still remembering their limitations. The future of corporate responsibility isn’t about just reviewing KPIs – it’s about meeting fundamental human needs like belonging, trust, and well-being. When marketers shift from chasing identity-based metrics to driving real, systemic change, they create campaigns that don’t just perform well, they matter.
… But the KPIs are a necessary guide! So here are a few to keep in mind.
Key Performance Indicators to Track
- Diversity in Leadership & Hiring: Are diverse professionals represented at decision-making levels?
- Consumer Engagement: Are you seeing increased brand loyalty from multicultural audiences and other diverse target audiences?
- Social Impact Metrics: Are your initiatives making a difference beyond marketing such as partnerships with diverse creators or investment in underrepresented communities?
Feedback Mechanisms for Continuous Improvement
Building an inclusive culture requires listening. Regular audits, focus groups with diverse consumers, and internal DEI reviews can help brands stay accountable. Consumer expectations evolve, and DEI strategies should be dynamic, not static.
Listening to your audience can go a long way.
The Business Case for Authentic DEI Marketing
Beyond the moral imperative, the benefits of diversity in marketing are backed by data.
Brands that prioritize cultural diversity in their marketing content outperform their competitors in engagement, innovation, and revenue growth. An effective inclusive marketing strategy leads to a wider range of perspectives, which fosters better content creation, stronger consumer connections, and greater brand trust.
Final Thought: Be Brave or Be Left Behind
Consumers are savvy, and they expect brands to meet them where they are. Authenticity isn’t just a buzzword; it’s the currency of modern marketing.
The brands that embrace DEI fully and fearlessly will thrive. Those that don’t? Well, the internet has a long memory.
Need help connecting with your multicultural audience? Reach out to us here.
*To hear further from Diana Brooks on this topic, check out her recent panel discussion [link to discussion].
