Customers embrace inclusive brands over those that aren’t
At Mumbrella360, Microsoft Advertising’s head of multicultural and inclusive marketing, MJ DePalma, spoke passionately about why brands should invest in products and services for consumers from all walks of life.
When Rik van der Kooi, Microsoft’s corporate vice president of advertising, introduced himself to his hundreds of staff five years ago, he took to a stage lit by a backdrop of a woman riding a Harley-Davidson.
MJ DePalma was in the audience that day and remembers thinking how impressive it was to see a male leader use an iconic female image to introduce himself and kick off Microsoft Advertising’s all-hands meeting. And then he said specific words that later changed her life. Rik said, “No matter what gender, ethnicity or sexual orientation you are, you belong here, and you have a role to play.”
Microsoft Advertising’s large audience, powerful ad platform and intelligent audience-targeting capabilities make it easy to connect with consumers. Thanks to our industry-leading innovations in artificial intelligence, personalised marketing isn’t just a dream — it’s a reality.
Absolutely my topic! Love this, thank you.
There is a commercial advantage for being inclusive because that means you are talking to the actual customer out there. I feel like I’ve been banging on about this by myself, so thanks for sharing this story. The cultural impact is huge as well of course.
By the way – hoping someone checked that @DeParma identifies with ‘she/her’ pronouns before going to print, given their gender fluid identity.. just saying. Our industry is a bit behind the 8 ball on this, so it is worth checking. Others taking note too.
Nice ad for Microsoft Advertising, but of course I support anyone doing the right thing for diversity and respecting the customer out there.