The Brand Blueprint - Mastering Inclusive Marketing: Strategies and Insights with Devoreaux Walton

In this insightful episode of The Brand Blueprint Podcast, Dana Ammons sits down with Devoreaux Walton, founder and managing partner of Relevant, to discuss the crucial role of inclusive marketing in driving business growth. With years of experience in diversity and inclusive marketing, Devoreaux helps brands connect with underrepresented audiences in a meaningful way while highlighting the importance of strategic, data-driven approaches.

What is Inclusive Marketing?

Inclusive marketing goes beyond simply showcasing a diverse set of faces in your advertisements. It’s about crafting a brand experience that acknowledges and celebrates diversity in all forms. As Devoreaux explains, inclusive marketing doesn’t just focus on one dimension of diversity, such as age or ethnicity—it encompasses all aspects, from different body shapes to diverse abilities, and strives to represent people across all walks of life in a truly authentic manner.

On the other hand, diversity marketing zeroes in on specific identity groups. This could include targeting specific demographics, like Gen Z or neurodivergent individuals, through tailored campaigns. While diversity marketing is essential for certain brand objectives, it’s important to understand that it’s a narrower focus compared to the more holistic approach of inclusive marketing.

The Business Case for Inclusive Marketing

In the modern business landscape, inclusive marketing isn’t just the right thing to do—it’s a smart business move. Devoreaux emphasizes that the buying power of diverse groups is immense and growing. In 2020, the combined spending power of minority groups in the U.S. reached $4.2 trillion and is projected to reach $7 trillion by 2025. This economic shift makes inclusivity not just a trend but a necessary strategy for brands aiming for long-term growth.

Consumers, particularly those from Gen Z, are more informed than ever. They care about the brands they support and are intentional about aligning their spending with companies that share their values. This segment is actively seeking brands that represent them authentically, not just through token gestures but through meaningful actions in both marketing and product development.

Key Strategies for Implementing Inclusive Marketing

When asked how small businesses can effectively implement inclusive marketing strategies, Devoreaux shared several critical tips. First and foremost, start with strategy. Inclusive marketing should be embedded in the foundation of your brand’s marketing strategy, not just an afterthought when crafting a campaign. Devoreaux advises brands to begin with customer segmentation, considering all facets of their audience’s identities. This means acknowledging that your customers are multi-dimensional and intersecting, not defined by a single category.

Inclusive marketing also extends beyond just marketing materials. Customer experience and leadership representation play key roles. Devoreaux highlights the importance of seeing diversity reflected across all areas of a business—from the leadership team to the content shared on social media.

Lastly, Devoreaux advises against relying too heavily on AI-generated content, especially when it comes to inclusivity. While AI can be helpful for efficiency, the risk of using automated tools without a solid understanding of authenticity and cultural nuances could harm your brand’s reputation.

Real-World Examples

In her work with clients, Devoreaux emphasizes the need to represent the various intersections within underrepresented groups. A current client of hers, for example, specializes in supporting women of color in their professional development. While the brand prominently features women of color, it’s crucial to also reflect diversity within that group—such as including Muslim women, people of different body types, and other unique intersections. This level of inclusivity ensures that the brand resonates deeply with its target audience.

Metrics for Success

To measure the effectiveness of your inclusive marketing efforts, Devoreaux recommends focusing on customer feedback and engagement. Regular audits of your buyer journey and soliciting reviews from both satisfied and dissatisfied customers will help refine your strategy. Understanding what motivated a consumer to choose your brand—or even what led them to choose a competitor—will give you invaluable insights into what’s working and what can be improved.

Conclusion: Inclusive Marketing is Here to Stay

Devoreaux’s message is clear: inclusive marketing isn’t just about checking boxes. It’s a strategic move that taps into the growing buying power of diverse communities. Whether you’re a small business owner or a seasoned entrepreneur, developing an inclusive marketing strategy can help you connect with a broader, more engaged audience, driving growth and loyalty for your brand.

As we move into 2025, Devoreaux encourages founders to keep evolving, to embrace change, and to never be afraid to pivot. Most importantly, she urges entrepreneurs to start with strategy—because when your brand is aligned with its authentic mission and is inclusive at every level, success will follow.

To learn more about Devoreaux Walton and how she can help your brand develop a powerful, inclusive marketing strategy, visit beRelevant.com.