Inclusivity – A Marketing Strategy
GOLDEN, Colo. (Mar 20, 2018) – The May 2017 Parents of Tomorrow, Today research study by BabyCenter states that 80% of 18- to 24-year-old parents (a mix of Generation Z and the younger group of Millennials) believe it’s important for brands to realistically reflect parents today. In addition, from that same study, six in ten 18- to 24-year-old moms pay more attention to ads that feature an image of a real mom, which is 22% higher than previous generations. Raised during the fake news epidemic and uber-scripted, unrealistic reality TV world, this younger generation craves reality and truth in advertising.
Some brands have joined the movement of featuring authenticity and “real” reality in their advertising campaigns. What used to be taboo, showing women in pants, people with piercings or tattoos, representations of race and even ‘atypical’ gender roles such as a female firefighter are now expected, and not even noticed. CoverGirl selected social media sensation James Charles, to serve as the brand’s first-ever male CoverGirl model. Fortune.com points out: “It was a savvy move to capture relevancy among the newly-emerging Generation Z.” Dove presented the harsh, yet empowering reality of what real life motherhood means and looks like in their #RealMom video campaign, which drove millions of social media comments and posts. Wells Fargo knows that families come in all shapes and sizes. To share their inclusive viewpoint, they created a commercial showing a lesbian couple learning sign language in preparation for their new adopted baby. Bustle, an online American women’s magazine, responded to the commercial stating: “I challenge you not to shed a tear in this powerful commercial.”
These brave brands also help shatter stereotypes, shaping cultural attitudes and ultimately, the way we live and see the world. Inclusivity as a marketing strategy brings authenticity and genuineness, but also can be challenging. Depicting ‘real life’ is welcomed. Yet, there’s a greater burden on advertisers to be creative in how and where they reach their consumers.
The 30-year-old Boppy Company found a way to tap into the reality of new mothers. The Boppy Company’s #NeverNotAMom video features vignettes of real moms wearing their babies in all types of real scenarios: at work, at home, getting ready for work, on a walk, shopping and many more. This video hits home the message that when you’re a mom, you’re never not a mom. The #NeverNotAMom campaign is designed to challenge the notion of work–life balance. Society makes us believe that being a mother should be reserved for certain times and places—that we need to keep our “mom life” at home and our other lives outside our front door. But that’s not how life works. It’s blended. Being a parent is a part of who you are, no matter your age or stage of life.
Authentic inclusivity in marketing is the new normal. It’s the new benchmark for brands and advertising campaigns. And with Gen Z, the next generation of consumers, craving realistic representation in advertising, it is here to stay. To learn more about the #NeverNotAMom campaign or the Boppy® ComfyFit® Baby Carrier, please visit https://www.boppy.com/. Boppy® products are available at Target, buybuyBABY, Amazon, boppy.com and other retailers.
About The Boppy Company
Founded in 1989, The Boppy Company is the pioneering leader in creating comfortable and supportive products for parents and babies. It all started with the original, iconic Boppy® Feeding & Infant Support Pillow, a must-have staple for all nurseries. Boppy’s brand essences – beloved, bonding, comfort, fashion, safe, simple and versatile – remain at the heart of the business and drive product innovation. Nearly three decades later, Boppy has expanded its product line to include carriers, teething solutions, pregnancy pillows, breastfeeding accessories, baby loungers, travel products and more. Boppy offers Support for All Momkind® throughout the journey of parenting. For more information, visit www.boppy.com. The Boppy Company is a wholly-owned subsidiary of The Artsana Group, www.artsana.com.