In this episode, Tina Tonielli, the US and North American Lead, Consumer and Business Insights and Analytics at Haleon, joins host David Wellisch to discuss the evolution of inclusive marketing in response to America's changing demographic landscape. Emphasizing the importance of inclusive rather than targeted marketing, Tonielli highlights the necessity of understanding diverse consumer groups to stay competitive. She shares strategies like the cultural fluency audit to ensure authentic and effective marketing. Tonielli also discusses the potential of generative AI in revolutionizing insights functions.

Takeaways:

• Prioritize Inclusive Marketing: Make inclusive marketing foundational rather than an add-on. This strategy should be the base of your marketing approach, similar to the 'base ice cream' in an analogy, with inclusive strategies being integrated into every step of your marketing plan.
• Understand Diverse Groups: Invest in understanding the diverse groups you aim to serve. Conduct in-depth research to unearth unique insights, values, and motivators that can create deeper emotional connections with them.
• Adopt a Cultural Fluency Audit: Implement a cultural fluency audit within your organization to self-assess your inclusive marketing efforts. This includes evaluating everything from foundational understanding to execution, ensuring accountability and continual improvement.
• Be Authentic and True to Your Brand: When taking stands or supporting causes, ensure they align with your brand's core values and mission. Avoid engaging in token gestures that lack genuine backing, as this can lead to negative backlash.
• Embrace Progress Over Perfection: Strive to make continuous improvements rather than waiting for perfect solutions. Communities are often appreciative and forgiving of genuine efforts to engage, even if they are not flawless.
• Cultural Marketing is a Journey: Recognize that fostering cultural fluency is an ongoing journey rather than a one-time project. Stay adaptable and continually seek to understand and amplify the voices of those who feel unheard.
• Balance Heart and Mind: Combine emotional commitment with analytical rigor in your marketing strategy. Ensure that inclusive initiatives are backed by data to sustain long-term support and demonstrate their financial return on investment.

Quote of the Show:

• “Always know who you are and stay true to that. Don’t get swayed by trends or feel pressured to adopt a movement or put on a rainbow just for the sake of it. Stay authentic. If you’re not genuine, people will see through it, and the backlash can be severe. So, first and foremost, be true to yourself."

Links:

• LinkedIn: https://www.linkedin.com/in/tina-tonielli-51a9761/
• Website: https://www.haleon.com/

Ways to Tune In:

• Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex
• Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes
• Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e
• Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367
• Transistor: https://culturalfluencymakers.com/
• YouTube: https://youtu.be/EGT59B2h6g8