De-averaging Communities: A Framework for Inclusive Marketing

De-averaging Communities: A Framework for Inclusive Marketing
Audience Intelligence
5 Minutes
Ali Hashemi
August 10, 2022

An average in measurement metrics has helped us tremendously in the past by simplifying our data tracked where we can deliver our points whilst constructing an insight. However, an average in any measurement never represents the individual parts of that study, and sometimes it is meaningless when it comes to the practicality of the end product. The end result of a decision based on an average measurement usually tends to be a one-size-fits-all marketing strategy where we know for certain won’t function well in today’s fragmented digital scene.

One size does not fit all; the mindset of creating a marketing campaign for the “average” consumer is outdated and not effective in bringing results in today’s age of digital. On the other hand, personalized, niche-focused, most importantly correctly represented marketing plans that are inclusive to everyone - no matter the race, gender, or even purchasing power - are essential to creating sustainable effective brand awareness. The first step to creating a personalized brand experience is de-averaging target groups.  

A de-averaging concept is an approach to a business strategy where we as a business acknowledge the need for different marketing experiences for different users. In this process, businesses are encouraged to learn from their users directly and implement the learnings to their product or service. This would ultimately provide the most inclusive end-product where every user is welcome to experience and engage.

De-averaging helps businesses prepare for the next normal in the post-pandemic world; where minorities become majorities and exclusion becomes inclusion. This view has the potential to modify all the research methodologies in advertising agencies and consultancy firms too; where we shift our focus of strategies from the demographically driven data (majority PII data) that we used to collect from 3rd party sources and focus more on consumers' interest level in the product or service to gather psychographic data from 1st party data sources instead. The insights in the latter are essential in creating a personalized business strategy that would reflect in every level of business such as brand, product, and service.

In today’s digital age, lines between race, genders, and age have disappeared; what Marshal McLuhan pointed out back in 1964 (in his book titled “Understanding Media” as a “Global Village*" is what we are facing today. He mentioned, “It never occurred to me that uniformity and tranquillity were the properties of the global village” but he was in total agreement with diverse and inclusive communities in this global village.  

*(Global village indicates daily production and consumption of media, images, and content by global audiences.)

Based on research by Accenture, 91% of consumers are more likely to shop with a brand that has more relevant recommendations for them, in the same study 83% of consumers said they are willing to give more information in exchange for a more personalized experience. Global village civilians are more informed and would actually contribute where it’s in their favour. They can clearly see the values of brands in their lives and would choose the ones that connect to them the best.

At REISE we create that exact connection between brands and people through the power of impact, we believe that purpose-driven personalization is the most impactful way of connecting to our audiences. Find out more about our personalized impact strategies. Let's connect!