How to Bring True Diversity to Your Marketing by Eliminating Tokenism


I sat down with my daughter Reiko for a short video discussion about diversity in marketing. Reiko is a half-Japanese Millennial and my co-author of our new book Fanocracy: How to Turn Fans into Customers and Customers into Fans which will release January 7, 2020 from the Portfolio division of Penguin Random House.

True diversity vs a fictional version of diversity

Reiko says: “I want to see somebody who looks like me and acts like me and has a background like me. I want to know that the companies I do business with understand me.”

Of course, this is what all marketers are supposed to do but when it comes to communicating to people who are unlike us, it can be difficult.

Reiko and I discuss tokenism, the practice of many marketers of tossing in one or two people of a different race, rather than truly understanding the needs and backgrounds of a diverse audience. Reiko has some specific suggestions for us all.

We also discuss how to market to Millennials, a generation who grew up by being connected.

Reiko says: “Millennials are often more internet literate than the people who work in the brands who communicate to them.”

How to Turn Fans into Customers and Customers into Fans

Reiko and I worked for the past five years to answer the question: How can businesses better relate on a fandom level to customers?

It’s been a fascinating topic that’s forced me to think deeply about myself as a marketer and how important my passions are.

If you want to learn much more, consider pre-ordering our book Fanocracy.

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