How to make your marketing accessible + inclusive, because yeah – it does matter

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I really hate the phrase "Check your privilege". I think it seems kinda bossy + condescending, That being said, it definitely is true. As humans, we're really good at focusing on what we don't have instead of appreciating the things we do have.

Hellen Keller, made blind and deaf at just 19 months, wrote an amazing piece called 3 Days to See. In it, she outlines what she would do if she had the gift of sight for 3 measly days.

She also questions this wonderful sense that most of us are blessed to possess + laments how little we appreciate it at times.

Okay, so potent reminder to practice some gratitude every now + then (and you know, enjoy the wonderful planet we live on), what does this have to do with marketing? The world is made up of so many people with different views, backgrounds, + walks of life and we should try to include as many people as possible in our marketing.

 

So, what does it mean to be inclusive?

Inclusive marketing acknowledges the fact that everyone deserves to belong somewhere. Under this banner we try + unite as many people as possible so that they feel welcome in whatever space you create.

Okay, so what does accessible mean then?

Accessibility means that all individuals can engage with you + your marketing materials. Can everyone get to it? Can they understand it? Can they engage with your marketing in a meaningful way?

Right, so it’s important…

So how do we make it happen?

  1. Representation matters
    Use inclusive imagery that shows all different kinds of people. This doesn't need to happen all in one place, you can scatter different types of people across different posts/content mediums. But if your social posts only ever include images of one type of person, then you might be alienating a bunch of other people.

  2. Accessibility practices/standards
    Make sure your content can be understood by as many peeps as possible. One example is using alt text in your social images or websites for those with a visual impairment. People with a visual impairment often use screen readers to narrate the content on a page to them when viewing your page. Alt text describes the image so that even if someone can't see it, they know what's being depicted. Some other considerations are to use colours that contrast nicely and making sure your font is legible in both print + on screen.

  3. Engage with diverse communities
    When doing market research, or if you want to know if a certain piece of media is accessible for certain people, ASK! And once you ask, make sure you take on that feedback. The connectedness of the web means that now, more than ever, it is easier to engage with any group + make sure that what we create can be enjoyed by as many people as possible. Plus it opens you up to a whole new group of people who might not have engaged with your business otherwise 😉

  4. Watch your language + tone
    I know, I know. This last one is a bit rich coming from us, given our predilection for colourful language (sorry, not sorry!). Try to avoid exclusionary language when possible. It's fine to have a niche that you’re catering to, but for most of us, we're dealing with a varied group of people with completely different backgrounds. If I go around saying that all small business owners are flush with cash + that anyone who isn't doesn't deserve our services, I'm probs not gonna win any friends (and I’d be full of BS!). More often than not, if you want your business to do well, you want to try + make people feel included in the conversation, not push people away.

  5. Lastly, use accessible platforms
    Marketing should always be spread across multiple platforms anyways. More touchpoints mean more ways to engage, and linking them together increases your SEO. But these different platforms might also give your brand a way to reach people who are unable to engage with you elsewhere. The big one that we're focusing on here at Rebel this year, is to make our websites more accessible. The internet is something that everyone has the ability to use + making it better for everyone can only be a benefit to you + your business.

Wrap up tip!

It all starts at home/work (don't tell Jade she's the only one that refers to work as home 😅). If you've always done something the same way, you close yourself off to learning new ways to do things that that can be more efficient, or include more members of your community. It also doesn't have to be this big scary overhaul that happens all at once.

Small changes towards being inclusive + accessible, made consistently and with purpose will add up to something greater than the sum of its parts. Wouldn't it be nice to say you're part of that positive movement to include others in this business of yours that you're so passionate about?

 
Rebel Nation