Tag Archives: Diversity

Diverse Demographics: Breaking Stereotypes

Millennials are the most diverse generation
in history ‘ only 59% are Caucasian and 27% have an immigrant background (Deloitte, 2015). Therefore, it’s no surprise that this
demographic expects brands to embrace and reflect the diversity of their lives
‘ a trend previously highlighted by Stylus Life in our report No
normal: Post-diversity marketing
. If brands are to do this successfully, they
must move beyond crude stereotyping to represent a broad spectrum of race,
gender and sexuality.
For instance, Muslim millennials offer
growing opportunities for brands
‘ the Muslim consumer lifestyle market is
predicted to reach $2.6tn by 2020. The modern yet faith-driven outlook of this
group, along with a growing disposable income, will see them buy into brands
that reflect or understand their values. Make-up brand CoverGirl is already
tapping into this lucrative demographic with its latest brand ambassador ‘beauty
blogger and hijab wearer Nura Afia
. One of a growing number of Muslim
beauty bloggers, her new role demonstrates the importance and appeal of diverse
representation.

Beauty brands are working particularly hard
to cater to often forgotten demographics. A new initiative from L’Oreal
offers free step-by-step audio tutorials
to give visually impaired women
more independence. The usability has been carefully considered to fit the needs
of this consumer group ‘ the cosmetic and skincare tutorials are concise to fit
into everyday habits, while the app’s customisable user interface features a
monochrome palette and large text.
Also targeting a currently under-catered
market, UnBeweavable
Hair
is an on-demand hair service specifically for women of colour.
On-demand beauty services, which provide a stylist straight to your home or
workplace, have been rising in popularity for some time now ‘ yet UnBeweavable
Hair is the first tailored to the specific needs of this demographic.

Created by Zina Alfa, it was inspired by her own difficulties in finding
hairdressers who understood her needs. Made by a woman of colour for other
women of colour, this case study shows that if brands want to provide products and
services that appeal to all, they must improve the diversity of their
workforce.

Rebecca Minkoff recently highlighted the
need for diverse workforces, citing the lack
of female employees in technology companies
(and STEM fields in general) as
a key reason why wearables are not currently capturing female consumers. The
fashion designer also mentions examples of having to explain female
expectations and behaviours ‘ such as taking jewellery off at night ‘ that were
missed by an all-male team.
There’s a popular saying promoting better
gender and race representation that suggests ‘you cannot be what you cannot
see’ ‘ but this could easily be extended to ‘you cannot create for audiences
you don’t represent and understand’. Which is why companies with diverse workforces
are more likely to financially outperform those that are not (McKinsey,
2015). So if you want to ensure your products appeal to an increasingly diverse
consumer landscape, you’d better start with your job adverts.

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