Credico UK: Face to Face Campaigns are Helping to Tackle Diversity in Marketing

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In response to a recent shift in the way brands are embracing diversity, field marketing agency Credico UK has spoken on how face to face campaigns could help bolster efforts to make brands more inclusive.

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It’s important for brands to show that they understand and respect every customer, their needs, and their values.

In recent years, the marketing world has significantly stepped up its game regarding diversity and inclusivity. Last year Mars’ Maltesers confectionary brand Maltesers saw immense success with series of adverts that took a light-hearted and honest look at the difficult situations faced by those with disabilities. The campaign was so well received that it earned Maltesers the Superhumans Wanted Award from Channel 4, and was the brand's most successful advertising campaign for over ten years.

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More recently, online fashion brand Boohoo launched its #AllGirls campaign which featured forty women from a variety of backgrounds to feature in their advertisements. In a statement, the brand outlined that it was inclusive of all shapes and sizes, all styles and trends’ and that the campaign was launched to celebrate diversity in fashion and recognise individuality.

However, despite the good intent, critics have hit out at the brand stating that its efforts to be fully inclusive haven’t gone far enough, with many noticing a stark absence of disabled or trans women, or women wearing headscarves. Credico UK believes this backlash highlights just how difficult it can be to communicate positive values through traditional marketing accurately.

‘A brand can have the best intention in the world, yet if they fail to acknowledge a particular demographic, either by accident or through budget or time constraints consumers can feel neglected. It’s important for brands to show that they understand and respect every customer, their needs, and their values’. Stated Credico UK.

The field marketing agency is adamant that while television and print marketing campaigns can sometimes miss the mark, brands can bolster their diversity message through face to face marketing efforts. ‘Meeting consumers in person allows a brand to connect with people from all walks of life and experiences. It breaks down barriers and misconceptions and focuses on meaningful communication, where consumers can be heard and receive a service built around their individual needs.’ Credico UK confirmed.

The agency believes that launching an in-person campaign alongside a mainstream media campaign would promote full inclusivity and help a brand to connect with all demographics through positive word of mouth.

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