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Brand Purpose
Brand Purpose
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Transgender Experience
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Diversity and inclusion are not synonymous. Rita Mitjans, ADP’s chief diversity and social responsibility officer, says: “Diversity is the ‘what’; inclusion is the ‘how’.” There is incontrovertible evidence about the benefits of diversity. A 2019 consumer survey by Google and The Female Quotient revealed that 64% of all respondents took some action after seeing an ad they considered to be diverse or inclusive. With certain consumer segments, that percentage was higher: millennials (77%), blacks (79%), Latinos (85%), and LGBTQIAP+ community (85%).
are discovering that an association with a strong brand purpose might help boost their profits, especially with the new generations of consumers – Millennials and Gen Z – who are attracted by brands that put purpose, diversity and inclusion at the center of their content effort, definitely more than other generations. Properly used, purpose is a way for businesses to think deeply about what they do, how they do it and what their impact on the world is as a result.
brand purpose introduces new dimensions to a category so a brand can differentiate itself in ways it couldn’t before. A well-crafted and executed brand purpose brings a raft of benefits that encourage rather than distract from profitability.
No doubts, this is an exciting conversation for us marketers. All of this, and more, is covered in this new issue. I hope you will enjoy it.
So, welcome to our new Rock Content Magazine.
Which is finally back. To stay.