Does Your Marketing Program Look Like America Does?

If you are an insurance agent marketing your services to prospective clients, you might want to take a closer look at not just what your message says, but how it looks–to help ensure you are sending the right message in a marketplace that is increasingly evolving in diversity. Don’t think of it as just limited to racial and ethnic differences–other dimensions of diversity include religion, age, sexual identity, gender, color, language, marital status, education, income, occupation, and more. The importance of recognizing and respecting our myriad differences has increased in direct response to the increasing levels of diversity in people around the country. In fact, today’s minority groups are expected to make up more than half of the U.S. population by the year 2042. And as the world continues to shrink in our increasingly global marketplace, the need to embrace differences and be sensitive to individual behaviors, attitudes, and practices is even more important than ever before.

Follow the leaders

According to studies conducted by Penn State University, Fortune 500 companies really started focusing on turning up the volume on their marketing efforts to make a greater effort to include more and different groups. They were followed by government agencies, universities, and not-for-profit organizations, all of which were striving to compete for consumers in a sales platform that has drastically expanded far beyond Main Street to include the next town, the next state, the region, to the entire nation and around the world. As U.S. businesses moved into foreign markets and more of them moved into domestic niches, we found we had to compete with local and national companies alike, as well as those with an international presence. The result: what’s called the “salad bowl effect,” where rather than melting into the pot, different people live together in a country yet hold on fast to their individual differences, celebrating them along the way.

Take a look at the picture you present

On your website, on your brochures, on your direct mailers, do you emphasize a certain “look” in the models that represent your agency? Does everyone look like they’re from the same mold, or do they represent the true multidimensional face of America today? If you are an insurance agent marketing to today’s variety of consumers, you would do well to make sure that people from all walks of life are well represented in every aspect of your efforts.