How Brands Are Using Tech to Embrace Diversity

July 10th, 2015

Letting your customers know that you support them, regardless of race, gender or sexuality, can lead to big wins for your business.

For one, diverse markets are huge. The feminine hygiene industry is a $15 billion market and the black hair care market potentially represents a $500 billion market.

Screen Shot 2015-07-10 at 12.18.55 PMPlus, corporate policies can have an impact on consumer purchase decisions: 55% of LGBT consumers want to do business with companies that support the community. A whopping 78% of LGBT people and allies would ditch a brand for one that’s supportive.

Meanwhile, 47.4% millennials are more likely to support a brand after seeing an equality-themed ad, according to a recent Google Consumer survey.

Following the Supreme Court of the United State’s decision to legalize same-sex marriage, many brands, including Domino’s, BravoTV and American Airlines, took to Twitter to show their support. Some revamped their profiles with rainbows, while others shared colorful tweets with the hashtag “LoveWins.”

Burger King and Honey Maid are just two of the brands championing equality through their marketing campaigns.

Coinciding with last year’s San Francisco Pride events, Burger King introduced the Proud Whopper as part of its 40-year-old “Have It Your Way” campaign.Screen Shot 2015-07-10 at 5.41.31 PM

The Whopper was exactly the same on the inside. The only thing different about it was its rainbow-colored wrapper on the outside.

Burger King shot a video during the parade showing customers discussing whether or not the burger was actually different, and what they generally thought of it. The video, which the fast food giant posted on YouTube, was viewed over one million times within a week.

Honey Maid turned a potential PR problem into a huge opportunity that led to a 10x increase in Google searches for the brand.

Screen Shot 2015-07-10 at 12.54.22 PMIt all started when Honey Maid launched its “This Is Wholesome” campaign last March, highlighting the diversity of the modern family. Most of the response was positive, but the campaign didn’t resonate with everyone. One group even boycotted Honey Maid because of the ads.

In partnership with creative agency Droga5, Honey Maid distributed a video on YouTube of two artists using printouts of all of the negative tweets and emails to build the word “Love.” Searches for Honey Maid increased 10x during the last week in March, and continued to grow through May with the release of the “Love” video.

As a result, Honey Maid saw its June and July sales increase 7% year over year during that time.