The War on Christmas
With a staggering percentage of the U.S. population celebrating Christmas, it is easy to forget about the diverse beliefs and needs that make holiday season calm and bright. Despite the infamous Starbucks Red Cup incident in 2015, there is no “War on Christmas”. There is, however, an opportunity to reevaluate holiday marketing approaches. Only 65 percent of the U.S. population classifies themselves as Christian, bringing questions about some campaign strategies, symbols and slogans.
Inclusive Marketing Movement
Inclusive marketing isn’t a trend; consumers are shaping brand values through their support for inclusion and celebration of diversity. Even though Millennials are “killing” all sorts of industries and spending all of their money on avocados, statistics show that 70 percent of Millennials are more likely to choose a brand that demonstrates inclusion and diversity (in terms of its promotions and offers).
The customers of today know that the world is more than a husband, wife, picket fence, and 2.5 kids. The real world is diverse, and brands should reflect reality.
Being Inclusive in Holiday Marketing
Being diverse in holiday marketing is more than adding a menorah to your holiday display – sincerity and research is important to diverse holiday branding and campaigns. Consulting an expert or delving into the history and culture of diverse approaches to the holidays shows effort and avoids a “ploy for profits” appearance. In an effort to be effective, follow these elements to inclusive marketing.
Many holiday ads are centered around families. Be mindful of the different types of families, whether it’s a traditional family, separated family, two moms, two dads, or no family at all and just a celebration of friends.
Consider the location of a marketing campaign. Christmas in New York looks a lot different than Christmas in Honolulu. People all over the U.S. celebrate in different ways – Christmas dinner in the Northeast may include ham and turkey while those in the Southwest might have tamales.
Inclusion isn’t limited to race, religion, gender and sexuality but extends to disability. Think about customers who are vision-impaired – do digital elements include alternate text? What about hearing-impaired – do videos have subtitles? Consider color choices – a colorblind individual will only see gray and grayer on an all red and green image.
Religions and Cultures:
Just like joy and cheer, inclusive marketing should take place all year long. Be considerate of the 35 percent of Americans who aren’t classified as Christian and the holidays that are important to them. Just because December 25 is a “big deal” to many Americans, take a moment and think about those who celebrate on a different day – or not at all.
Everyone loves a celebration, and with 366 days in 2020, there are plenty of days to include everyone all year round.