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Brands in ecommerce have the wonderful advantage of having access to a broader number of consumers than their local counterparts. Before you can woo a broader base of consumers, it is important to recognize the diversity that exists among them, and the intention required to convert them.
I’m an inclusive marketing strategist and run an inclusive marketing consultancy.
Last year I did audits of multiple ecommerce websites, and found the same opportunities for improvement over and over again from the perspective of how brands can do a better job of converting more of their ideal consumers who are part of underrepresented and underserved communities.
Consumers, no matter their identity, are looking for an answer to this fundamental question: is this brand for people like me?
There are three core areas that signal to a consumer whether or …