The Beat #30 - Rock Content

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Diversity in Marketing strategies

Customers want to be represented

Black Marketing association founder

The top 5 social media aren’t safe for LGBTQIAP+

Quote of the week

The Beat | August 05, 2022

Ok, diversity sells. But how about changing the world?

When we talk about diversity and inclusion linked to Marketing strategies, normally we tend to find three types of professionals: first, those who believe that looking at these topics is a pure waste of time and money. Second, those who understand that yes, diversity sells... and then use it as an appealing Marketing tool in an attempt to make more money and convey a "good image" of the brand. And finally, those who understand that while looking at diversity is good for business, our companies have also a social responsability with the world. Today, we have a special issue of The Beat about diversity, inclusion and accessibility. We want to help you being the third kind. Shaw we?

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This is a special edition of The Beat. After a two-year hiatus, we relaunched our Rock Content Magazine, featuring over 40 pages on diversity and Marketing. To celebrate, this issue brings valuable (and necessary) insights into this topic. After all, acting on it is good for your business, people and the world.

Vitor Peçanha, co-founder of Rock Content.

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Article

How did I learn to succeed in Marketing strategies by joining business results and diversity activism?

By Rodrigo Martins
Content Manager

Straight to the point: if your brand is not committed to diversity and inclusion, you are missing out on alot. You are not just missing the opportunity to do the right thing towards making the world more respectful and better. You are also missing out on business and money. In this article, we invited our Content Manager to show a lot of data proving that, but more importantly: sharing some stories from his 15 years experience in digital strategy regarding how diversity and inclusion helped him in his content strategies. You’ll understand it’s not impossible to start, measure, and understand your public (and achieve great success within it). Enjoy it.

Read all content >

Article

Customers are, now more than ever, choosing brands they feel represented by

By Cecília Cury
Product Marketing Analyst

Here’s the reality: with so many purchase options, customers have simply stopped looking for products and have started seeking brands in which they can see themselves and their values. But before you start adding people of color to your brand banners and rainbow color your logo, we have to be honest: it’s not enough just to raise a flag or talk about it. Data shows that people know when diversity and inclusion it’s just a Marketing tool (and this could be a real problem for your brand’s image). How to do it the right way, tho? We explained everything you need to know — with lots of data and brand examples.

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Doubt it? Well, here are some numbers so you can think again:

57%

of consumers are more loyal to brands committed to addressing social inequalities in their actions;

34%

have boycotted a company or brand at least once because they don't feel their identities were represented in the companies' advertisements or actions;

74%

of Generations Y and Z consumers search for companies with causes they can identify with.

It’s safe to say that brands that are not paying attention to these issues are falling behind. But how to do it the right way? We talk about this in the full article.

Interview

‘To create a culture for black people to thrive we need to open our minds to different views’

Consumers across the world are becoming increasingly aware of Diversity, Equity and Inclusion (DEI) topics. And we, as marketers, have the obligation to mitigate racial-biased information and to promote racial diversity in the content we create. To talk more about it, we invited Natalie Gullatt, founder and president of the Black Marketers Association of America (BMAA), to an exclusive interview.

Read all content >

Special Guest

Natalie Gullat
Founder of BMAA and Marketing Manager at HubSpot

Natalie Gullat

Founder of BMAA and Marketing Manager at HubSpot

Natalie Gullatt is the founder and president of the Black Marketers Association of America (BMAA) and Marketing Manager at Hubspot. She also recently finished serving as the President of the Caucus of Emory Black Alumni (CEBA) and the Director of Marketing for the National Black MBA Association, Atlanta chapter.

Consumers across the world are becoming increasingly aware of Diversity, Equity and Inclusion (DEI) topics. Black consumers are willing to pay more and prioritize brands that meet their needs, according to data. And we, as marketers, have the obligation to mitigate racial-biased information and to promote racial diversity in the content we create and among the professional landscape. To talk more about it, we invited Natalie Gullatt, founder and president of the Black Marketers Association of America (BMAA), to an exclusive interview.

Read all content >

Interview

‘To create a culture for black people to thrive we need to open our minds to different views’, says black Marketing association founder

Special Guest

Natalie Gullat
Founder of BMAA and Marketing Manager at HubSpot

Natalie Gullat

Founder of BMAA and Marketing Manager at HubSpot

Read all content >

Article

TikTok, Instagram, Twitter, and Facebook are not sufficiently safe for LGBTQIAP+, a report says

By Luana Dias
Social Impact Marketing and
Communication Analyst

Five of the most popular social media are not prioritizing the safety of LGBTQIAP+ community, according to GLAAD (Gay & Lesbian Alliance Against Defamation): TikTok, Instagram, Twitter, Facebook and YouTube — basically, all the social channels we all use as marketers. How does that impact our brands and marketers? How does it impact our audience and customers — and, more importantly: what should our path be in order to make a safer digital environment for them?

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