Diversity is vital in every facet of life and it must also be represented in finance content. Infusing diversity is essential in order to appeal to a broader audience spectrum and reflect the various demographics that form our nation today.
As an example, the days of finance-industry commercials showing a white male driving a sports car because he is engaged with XYZ Wealth are long over. People want to see themselves represented—whether a mixed-race family, a gay couple, or a female investor. Marketers and advisors alike must be aware that people want to do business with an organization as diverse as they are.
Here, we explore seven practical strategies and actionable steps for organizations to infuse diversity into their finance content.
Understand your audience.
The most crucial aspect of creating diverse finance content is understanding your audience and their varied needs. This understanding is especially relevant in the finance industry, where distinct demographics often have different perspectives on experience and sometimes financial practices. Researching and grasping these differences will enlighten you on the distinctive financial habits among various groups and enable you to create content that resonates with them.
Engage diverse specialists
One critical strategy is engaging diverse specialists who bring diverse perspectives to create finance content that resonates with various audiences. Different ethnic groups may approach money management differently. In some households, women are responsible for managing money, paying bills, saving, etc. In others, men take on the role of money management. Representing these differences in marketing content is essential.
Diversify Topics
When developing finance content, stretch beyond traditional topics such as budgeting and investing. Explore subjects relevant to distinct groups, like the financial ramifications of immigration, gender pay disparities, or minority entrepreneurship. This flexible approach allows you to attract a broader spectrum of readers and viewers.
Inclusive Language
The language used in finance content can either attract or repel potential audiences. Opt for an inclusive tone of voice that caters to all, irrespective of the reader’s level of financial literacy. Avoid jargon and complex terms that may alienate novice investors. Instead, break down complex financial concepts into easily understandable information.
Inclusive language can also mean your organization’s website has Google translate installed or blog content written in other languages, such as Spanish. We now see multi-lingual commercials with the same information but produced for various audiences, which is a step in the right direction for our industry.
Words can also be inclusive when they’re easy to understand. Multiple languages often have different words that mean similar things. Therefore, make reading your blog or watching your video easy and enjoyable.
Highlight fulfilling Stories
A great way to demonstrate diversity is by showcasing fulfilling stories from diverse individuals. Whether a female entrepreneur who has successfully navigated the demanding world of startups or a Hispanic immigrant who has built a disciplined business, these narratives resonate with and inspire audiences that relate to these stories.
Incorporate diverse imagery
Images play a significant role in content presentation. It’s vital to include infographics and images featuring people from different cultures, sexual orientations, professions, and skin colors. A diverse visual representation must supplement your written content, too, making it more inclusive and relatable.
Cultural sensitivity
Cultural norms and values influence many financial practices and attitudes. Being aware of these differences and demonstrating sensitivity to them in your content can help build a strong relationship with diverse audiences. This strategy also helps to respect and value diversity among your audience, fostering inclusivity.
Finance content does not solely rely on well-researched information and specialist insights; it must include diversity infusion, reflecting the broad range of individuals that make up our society. By exercising cultural sensitivity, organizations can ensure their finance content effectively reaches and resonates with a diverse audience.
Diversity within finance content is not only good practice; it’s also evidence of the evolving inclusive global financial landscape.
