Zena Martin founded Acknowledge Communications Ltd. to address the dearth of diversity communications programmes in the UK and Europe – bringing with her vast, marketing experience from senior positions held in mainstream and diversity advertising and PR agencies, as well as in house as a client.
For the last 30 years, the US has recognised that the diverse communities, which form its melting pot, have a tremendous amount of buying power. These groups range from Ethnic Minorities to Gays & Lesbians to Seniors and the Disabled.
It has been proven on both sides of the Atlantic that recognising these communities’ significant contributions to the economy shows a respect that leads to unprecedented, brand loyalty.
Some UK companies have recognised the potential for this brand loyalty and have either recently employed Diversity Directors or have started targeting certain, ‘diverse’ communities, due to their existing or potential contribution to a company’s customer base or audience.
These companies have had some success, proving that by reaching out to these communities, they have ensured a level of brand loyalty that most companies seek, but never achieve.
It is time for the rest of UK commercial companies and public sector organisations to seriously examine who their customers are, and think creatively about what they have to offer the diverse groups within that customer base or audience.
Now is the time for Diversity Communications, but the campaigns must be planned and executed sensitively, knowledgeably and correctly, or companies face the risk of achieving the exact opposite of their goals, and losing those diverse customers, by alienating them.
At Acknowledge Communications, we can help you become a successful and engaging diversity marketer.