Lessons in Inclusive Marketing from Black Panther

The Marvel film Black Panther is a shining example of an inclusive marketing powerhouse, offering key lessons for brands aiming to embrace diversity in their campaigns.

Her voice takes on a soft, yet confident whisper, drawing the listener in.

“And here’s the crucial part: deciding which identities you’ll choose to serve.” This perspective places great importance on inclusion within the expansive Marvel Universe.

Exploring the Expertise

Name: Sonia Thompson, Founder, Inclusion & Marketing

Role: Thompson collaborates with companies to leverage inclusive marketing as a tool for business expansion.

First Lesson: Dismiss the Checklist Approach

Although checklists may simplify breakfast routines, throwing them out might be beneficial when considering inclusive marketing. Marketers must focus on who their products or services are truly engaging. Thompson emphasizes that many fear navigating identity choices, leading to an attempt to include everyone. However, she clarifies, inclusive marketing isn’t about reaching everyone.

Using a commercial with a woman in a wheelchair as an example, she illustrates that mere presence doesn’t equate to true inclusion. Representation in marketing must be meaningful and targeted.

Second Lesson: Craft an MCU for Your Brand

Drawing inspiration from the Marvel Cinematic Universe (MCU), consider your marketing strategy in terms of customer engagement. Individuals interact with brands on numerous levels, akin to Marvel’s storytelling spanning from extensive narratives to individual films like Black Panther.

Without prior Marvel exposure, Thompson appreciated Black Panther as it resonated with her community, demonstrating that marketers need complete, consistent marketing approaches. Just like Black Panther fits into the Marvel universe, so should your marketing encompass the diverse audiences you aim to reach.

Third Lesson: Channel Main Character Focus

When surveying how representation factors into marketing, respondents expressed desires to feel front and center in narratives, not just added for diversity’s sake. For example, if targeting Spanish speakers, ensure accessibility isn’t hidden to signal their value and importance.

Thompson recommends external evaluations for inclusive marketing if internal team representation lacks diversity. Collaborating with partners can help ensure all audiences remain genuinely at the forefront.

Ongoing Discussions

This Week’s Insight

What’s a marketing tip you’d no longer give due to shifts in the industry? —Heike Young, Microsoft

This Week’s Perspective

Thompson: Previously, focusing on a unique brand and standout customer experiences seemed paramount. However, overemphasizing this initially can hinder consistent brand presence.
Now, showcasing authenticity and developing your ethos based on community feedback is vital. Regular presence and responsiveness lend credibility and cultivate trust, essential for a meaningful connection with audiences.

Next Week’s Query

Thompson asks: How has inclusion influenced marketing in recent years, and its potential future impact?

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