Building Stronger and Resilient Brands

Opinion article by João Fernandes for Valor Magazine.

João Fernandes - Fucking Amazing
João Fernandes -Fucking Amazing - CEO & Founder

Today, it is impossible to ignore the growing need to address diversity and inclusion issues. With access to information and greater awareness of cultural, gender, and ethnic differences, consumers are demanding that brands be more representative and inclusive in their communication. I am confident that inclusive and diverse marketing is not just a passing trend, but a cultural and fundamental shift in how brands should communicate and interact with their audience.

Diversity and inclusion in marketing have been discussed for years, but their importance has only recently grown. Brands that embrace diversity in their marketing campaigns have the opportunity to build a deeper and more emotional relationship with consumers, increase brand loyalty, and enhance their reputation in the market.

An excellent example of an inclusive and diverse brand is Dove, a personal care products brand. Everyone remembers the inclusive "Real Beauty" campaign. The campaign challenged traditional beauty stereotypes and promoted self-esteem by featuring women of different ages, sizes, ethnicities, and body types, showcasing the diversity and unique beauty of each of them. Instead of using professional models, Dove chose to feature everyday women to represent a more realistic and accessible image of beauty.

Another example was the real estate portal Idealista, which partnered with ILGA Portugal, an organization fighting for LGBTI rights, and supported the "Arraial Lisboa Pride" event, one of the largest celebrations of diversity and inclusion in Portugal. By doing so, Idealista not only demonstrated its commitment to equality but also highlighted its support for social causes and its commitment to promoting diversity and inclusion in its advertising campaigns.

In summary, inclusive and diverse marketing is a powerful approach that brands should explore to remain relevant and competitive in today's market. By embracing diversity and promoting inclusion, companies not only strengthen their brand values but also establish deeper and long-lasting relationships with their audience.

Moreover, adopting inclusive and diverse marketing strategies allows companies to reach new market segments, expand their customer base, and drive business growth. In the long run, brands that commit to diversity and inclusion will be better positioned to face future challenges and stand out in a highly competitive market.

Therefore, it is crucial for brands to invest time and resources in developing inclusive and diverse marketing campaigns. By doing so, they not only create a stronger brand image but also become agents of change in society, promoting equality and acceptance of all individuals, regardless of their differences.

In conclusion, inclusive and diverse marketing is an essential part of modern and effective marketing. Brands that embrace this approach not only increase their relevance and attract a broader audience but also create a positive social impact. With extensive experience in managing brands and strategies, I encourage all companies to adopt more inclusive and diverse marketing strategies to stand out in the market and, at the same time, build a more equal and inclusive world.