The power and challenges of diversity in social media marketing

In Australia's vibrant multicultural landscape, few professionals understand the importance of diversity and inclusion better than marketeers—particularly those working in social media marketing. 
 

In a nation as diverse as ours, representing different consumers helps brands create meaningful connections and grow their audiences.  

 
Today's consumers expect to see their world reflected by brands they support and to recognise themselves in marketing campaigns. Many are prepared to reward companies that excel at this with engagement and loyalty. On the other hand, they are also happy to punish those that fail. 

 
The Data Behind Diversity 

 
Research consistently shows that when people see themselves represented in a brand's content, they develop stronger connections to it. A 2024 Kantar study found that 75% of consumers across 18 countries reported that a brand's diversity and inclusion reputation influenced purchasing decisions. 

 
This is even stronger in social media, where ads feel more personal.  

While many people stress when companies target them with precise advertisements—we all have had the feeling that a brand may know too much about us—it's also very common for consumers to get irritated when marketing fails to represent their reality. 

 
An even more complicated scenario 

 
The conversation around diversity in marketing isn't new, but it has never been more relevant. Australian marketing has gradually become more multicultural and is now much more aware of the public's expectations—the Commonwealth Bank, for example, goes as far as communicating services and having some customer support in several languages. 

 
However, authenticity and context remain essential. Companies that use diversity in communication without a real connection with their consumer base, the reality they live in, or the brand values can create more problems than solutions.  

This is especially true in today's climate, where discussions about diversity and inclusion have become politically charged and divisive. Advertising that merely includes different faces and backgrounds without genuine engagement is easily identified as performative and can be attacked by all sides, from those who were supposed to be represented to those who think companies have become too woke.  

 
An honest connection with the company's ethos, purpose and operational reality makes a massive difference.  

 
Brands Leading with Authenticity 

 
Several brands have successfully embraced diversity in social media and marketing, demonstrating that inclusive campaigns can be both socially impactful and commercially successful. 

 
Nike has pioneered this approach for a long time, and relatively recent examples are the Nike Pro Hijab, clothes designed for Muslim female athletes, or its adaptive gear for people with disabilities.  

 
These campaigns transcend marketing—they communicate a broader message about inclusivity in sports and are part of the company's long-standing position on inclusion.  

Dove has consistently championed authentic representation, too. An example is its "As Early as Five" campaign addressing hair discrimination experienced by black children.  
 
It is a campaign that combines a sensitive and well-executed approach with clarity about the brand's DNA and history.   

 
Getting It Right  

 
Why did these brands get it right? They moved far beyond token gestures and have embedded diversity and inclusion in their lived values. They don't see it as a box-ticking exercise and tell stories that genuinely reflect the complex world they are discussing. 

 
They also avoid stereotypes. Too often, brands rely on clichés rather than portraying individuals and communities as they are. Brands need to invest time in understanding cultural nuances and listening to the people they represent and serve to ensure they know how to approach their stories.  

 
Collaborating with diverse creators and having diverse teams is also an effective way to make better choices. People from different communities and backgrounds bring fresh perspectives, authenticity and credibility to campaigns. 

 
Most importantly, brands have to listen, learn, and adapt. Social media creates a two-way conversation and real-time feedback from consumers. Having the tools to monitor, respond, and, if necessary, change a campaign can be the difference between noise and a serious reputational crisis.  

 
Creating diverse and inclusive marketing has never been straightforward, and it's becoming increasingly more complicated. Finding the right voice and clarity of message demands hard work, flexibility and a good dose of humility. 

 
But the rewards for getting it right—stronger connections, broader reach, customer loyalty, and a better world—make the challenge worth it.