Marketing and Customer Service

This is category 13 of the Global Diversity and Inclusion Benchmarks (GDIB) and is considered an external category. It surveys the organization’s recognition of the diversity of its customer base and its sensitivity to the nuances of language, symbols, and images used in its distribution, sales, and marketing strategies, thereby attracting and satisfying prospective and current customers.

ACTION: Integrate D&I into marketing and customer service.

Below are links to help strengthen how the organization offers its products and services and interacts with its customers and other stakeholders:

American Express Gets Credit for Diversity Marketing

Why Your Marketing Strategy Should Embrace Cultural Diversity 

How Diversity Affects Sales Performance 

Driving Sales Through Diversity

Research Shows Diversity Can Improve Stores’ Sales Performance

Check back regularly for updates and additions to this list!