Inclusive Marketing Strategies from Leaders at Zumba, Lysol, Wistia, and More

In today’s competitive market, growing your brand requires innovative strategies. A key approach many successful companies are embracing is inclusive marketing. This tactic involves designing products and experiences that resonate with diverse audiences, ensuring everyone feels represented and valued. In this article, we’ll explore the inclusive marketing strategies employed by Zumba, Lysol, and Wistia, among others, which are causing significant growth—and hear from marketing leaders on the impact.

At its core, inclusive marketing celebrates the rich variety of identities among consumers. Brands that successfully implement this strategy build connections by authentically reflecting these identities in their messaging. The result? Audiences see the brand as genuinely for “people like them,” fostering belonging and loyalty.

With my extensive experience in consulting, I’ve observed that each brand’s inclusive marketing strategy is unique, crafted to fit its particular audience and products. Below, we’ll delve into how some exemplary companies are winning with their inclusive marketing strategies.

Top Brands Harnessing Inclusive Marketing Tactics

1. Zumba: Embracing Diversity in Its Team

For brands aiming to improve their inclusive marketing, evaluating the diversity of their teams is crucial. When team members share similar backgrounds, opportunities to genuinely connect with diverse audiences might be missed. A varied team offers insights into the needs of different consumers, laying the groundwork for more inclusive strategies.

Zumba sets a prime example. Active in 160 countries and engaging over 15 million participants, Zumba’s instructors mirror the diverse global community they serve. They are trained to teach across languages and cultural nuances, which broadens the brand’s reach.

Carolina Moraes, Zumba’s Chief Marketing Officer, highlights, “Our instructors hail from varied backgrounds, becoming certified for diverse reasons, creating a vibrant instructor community.” According to Moraes, this diversity is vital in attracting a heterogeneous clientele.

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