Four ways to demonstrate diversity and inclusion in marketing content

There’s never been a more important time for marketing professionals to ensure that their campaigns are diverse and inclusive. Research from Google found over two thirds of customers reacted after seeing such an advert. For the LGBTQ+ community, this rose to a whopping 71%. When people recognise themselves within a brand, it increases trust, loyalty, and engagement. And the pendulum swings the other way too. Three quarters of Gen-Zs end relationships with brands whose ads are perceived as macho, racist or homophobic.

Companies who exclude customers – consciously or unconsciously – do so at their peril. With so much hanging in the balance, let’s breakdown four strategies to demonstrate diversity and inclusion across marketing content.

Listen to the original FINITE B2B Marketing podcast here

1. Check language for unconscious bias

“Look at the language that you use”, begins Heavens. “Not just as in different languages that we speak, but as in the tone of language as well across all of your marketing content”.

Language bias has long been an issue for brands. Positioning parents as “she” or businesspeople as “he” is a sure-fire way to alienate customers. Textio research from found companies’ language bias is so prevalent it can even affect our career choices. For example, the County of Los Angeles repeatedly used macho terms such as, “competitive” and “manages” in job descriptions. After switching these words to “initiative” or “care for”, the number of female applicants jumped up considerably. This same principle applies to marketing campaigns.

Be mindful of cultural expressions, sports metaphors, and gendered language. The Content Marketing Institute encourages professionals to research audiences to ensure that all genders, income levels, geographies and ethnicities are included.

2. Create a diverse pool of content creators

To capture the most inclusive language, a good place to start is with the writer. The person who writes or creates your content is important. Their biases, life experiences, and knowledge on the subject will seep through the screen and leave an impact on your audience. It’s reported that an eye-popping 61% of 18-34 years olds are swayed in their decision-making by creators. To avoid alienating groups, and attract as many new customers as possible, Heavens recommends bringing in a diverse range of creators.

“Look outside of your typical circle for content contributors”, she empathises. “[Aim for] more diversity in the writers that you’re using so you’re getting lots of different perspectives.”

Authentic content from real and diverse creators can help your brand thrive.

“70 per cent of people can tell the difference between a brand or a stock image, and a real customer created image. Rather than thinking about using an image and just having diverse types of people in that image, think about the diversity of the image itself.”

3. Create authentic posts and images

Customers sniff out fakery a mile off, and when they do, it doesn’t go down well. PepsiCo famously lost brand value in 2017 with their Black Lives Matter advert, which implied that police brutality could be prevented with the soft drink. And today, more than ever before, consumers will call out companies who do not live up to their marketing. “Ninety per cent of consumers say that authenticity is important when deciding which brands they like and support”, explains Heavens. “It’s not enough that we just have this gentle nod to diversity and inclusion. We’ve got to make it authentic”.

One way to enhance authenticity, according to Heavens, is to ditch the stock images and take real pictures. “70 per cent of people can tell the difference between a brand or a stock image, and a real customer created image”, she explains. “Rather than thinking about using an image and just having diverse types of people in that image, think about the diversity of the image itself””.

4. Nurture a culture of inclusion

Another way to create authentic marketing content, of course, is to become a truly diverse and inclusive team. Bringing in content creators from different backgrounds and checking language bias in job descriptions helps. But what can make the most impact is creating a culture where exclusionary comments are corrected, while diversity and inclusion is nurtured at every level.
“Without that inclusive culture”, explains Heavens. “Then little episodes of having to point out [biases], are going to be uncomfortable. But if you have that inclusive workplace … then actually those conversations are less uncomfortable because you’re open about it, you’ve talked about it. So, it’s not a shock when somebody does get a tap on the shoulder; it’s encouraged”.

Little taps on the shoulder are crucial for brands to thrive in 2021 and beyond. Marketing may be the face of the company, but today’s social-savvy shoppers can quickly by-pass that and look straight into the beating heart. If diversity and inclusion are not there, your customers won’t be either. Study after study proves that companies who nurture diversity and inclusion perform better too. One report found that such companies are eight times more likely to achieve the best business outcomes, and twice as likely to exceed business targets.

Client profiles are evolving, content must too

It’s difficult to pinpoint the exact demographics of HNW investors. But we can say with confidence that they are changing. In the 1990s, North American and European men controlled most of HNW wealth. However, today it’s North American and Asian Pacific clients who rule the roost. And it’s not just men either. Women are taking up an increasing share of the wealth. 15% of UHNW investors are female. And experts predict that women will hold 60% of global money by 2025. Much of this is because of burgeoning female entrepreneurship which rocketed over recent decades. 40% of all U.S. businesses today are owned by women, a 144% on twenty years previously.

Black-owned businesses are thriving too. African American businesses surged by a whopping 400% in 2017, again, mostly fuelled (65%) by women. While the pandemic has dampened the rise, it hasn’t put it out. In Los Angeles alone, black businesses enjoyed a 63% boom during 2020.

Now, more than ever, relationship managers must reach out to existing and potential clients groups with fresh, relevant and authentic content. In a crowded market, HNW investors do not have the time to look at bland stock images or blogs which were clearly not written for them. A meagre 41% of LGBTQ+ millionaires today feel that their wealth manager understands their needs. Women feel much the same way, 63% of HNW females are unhappy with their wealth manager. As clients demand evermore hyper-personalisation, wealth managers need to prove that they can be understanding, empathetic and real… Before someone else does it better. Following these simple steps – Language, Writers, Images and Culture – is just the beginning.

Find out more about our approach to engaging clients

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Wealth Dynamix delivers Client Lifecycle Management solutions to the world’s leading private banks and wealth and asset management firms.

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Gabriel Chan

Head of Sales – APAC

An accomplished, results-driven sales and marketing professional, Gabriel has held sales and marketing leadership positions in Singapore and China at some of the world’s most successful and respected global technology enterprises.

During more than 20 years spent at IBM, Sun Microsystems and Microsoft, Gabriel developed and implemented sales and channel strategies to support strategic business objectives.

His specialism is growing and extending sales territories to grow revenues and increase market share.

Travis Morgans

Head of Consultants

Travis combines 15 years of software delivery, business modelling and leadership experience with a passion for transforming business needs into effective digital solutions. Before joining Wealth Dynamix in March 2018, Travis led Operations for Nikon – a role which incorporated CRM product ownership responsibility and initiated over 10 years of MS Dynamics experience, from 2011 to Dynamics 365​.

 Since joining the Wealth Dynamix team, Travis has been instrumental in designing and delivering some of our most strategic WDX1 projects. Leading the consulting team for WDX1, he is responsible for their recruitment and development. The team’s complex remit supports a fundamental aim – to ensure Wealth Dynamix delivers the best client experience. ​Travis is also responsible for ensuring the WDX1 product is designed and evolved in the most adaptable way possible to drive adoption across our client base, existing and future.  

Joanne Donoghue

Chief Marketing Officer

An experienced, tenacious marketer, Jo joined the Wealth Dynamix team in 2021 as Head of Marketing and quickly rose to the position of Chief Marketing Officer. A Brand and Marketing specialist with a proven track record in BRB and B2C communications, Jo combines a customer-centred approach with strategic thinking.

Having held senior Marketing positions in numerous FTSE 100 businesses, including Asda Stores Ltd, The Co-operative Retail Group, plus financial services brands MBNA, OneFamily, TransUnion, The Co-operative Group, she possesses a wealth of experience in the fields of finance and technology.

Jo is passionate about activating the Wealth Dynamix brand across every channel, taking a holistic marketing approach to drive consistency, salience and thought-leadership activity.

About – Agustin Collazo

Head of Strategic Client Relationships

Agustin joined Wealth Dynamix over six years ago bringing a wealth of experience in change management.

Having experienced first-hand the challenges of managing clients through change, Agu now brings that expertise to Wealth Management firms looking to leverage technology in order to help them connect more effectively with their clients.

Agu has a deep technical knowledge of our solutions that allows him to deliver our products effectively, unlocking the full potential of every feature.

As our Head of Strategic Client Relationships, Agu’s specialist expertise supports firms to become more efficient, transparent and dependable using our CLM solutions.

Juan Stoppa

Head of Development

Juan has over 20 years’ experience developing and implementing CRM solutions and has spent the last 10 focusing primarily on the Client Lifecycle Management (CLM) in the Wealth Management industry.

Currently Head of Development, Juan is responsible on overseeing the technical direction of the product.

Before joining Wealth Dynamix, Juan has worked for Barclays, Fujitsu and Ciber delivering large scale CRM projects in the financial services industry.

Juan has a first degree in Telecommunication Engineering from Universidad Blas Pascal and a MSc in Business Information Technology from London South Bank University.

Ben Altmira

Director of Operations & Change

An internationally experienced change management professional, Ben is responsible for overseeing projects both internally, and for clients.

In a career spanning more than 20 years in global banking, finance and management consulting, Ben has led strategy formulation, project planning, change management adoption, business networking consultation and transformational change projects at Fortis Investments, Barclays Wealth and Investment Management and Verisure Securitas Direct. Since beginning his career at Deloitte, Ben has also amassed a wealth of experience working on complex CRM system implementations, and is a PROSCI-certified Change Practitioner and a Certified Scrum Master (Scrum Alliance).

David Backx

Director of Pre-sales and Implementations

When David joined Wealth Dynamix in 2015 he brought with him a vast amount of experience delivering large-scale Microsoft Dynamics CRM projects. As a Senior Business Analyst at Royal Bank of Scotland David managed deployments with more than 2000 users, for both Business and Commercial Banking, as well as working on key AML initiatives for RBS International. In his current role at Wealth Dynamix David supports the growth and strategic direction of client implementations in Europe. Wealth Dynamix leverages David’s product expertise to shape the product roadmap and ensure that the firm delivers solutions with the right capabilities, that will be enthusiastically adopted, by all customers.

Prior to his involvement in the wealth management sector, David worked as a waste management contracts manager, working with Multi Services Kent to ensure effective waste clearance and re-use at the 2012 London Olympics.

Cedric Neuville

Director of Pre-sales and Consulting Europe

Since joining Wealth Dynamix in 2019, Cédric has worked closely with clients to ensure that the WDX and CLMi solutions are deployed efficiently and effectively.

In a career spanning more than 25 years, Cédric has become an accomplished business and global project management leader covering both technology and financial markets sectors. Having held various roles in private banking (front, middle and back office) and brokerages, in both functional and technical roles, Cédric has led many projects including client onboarding implementations and KYC reviews, regulatory compliance projects (including PSD2, MIFID2/PRIIPS, GDPR, CRS, Rubik) and digital transformation projects (online and mobile design and implementation).

Cédric has vast experience building and managing international project teams, having created three offshore teams in Tunisia and India, managed a 70-employee company as Deputy CEO and a startup Fintech founded to create smartphone apps.

Johnny Beloe

Director of Pre-Sales

As Director of Pre-Sales, Johnny is responsible for maintaining the firm’s pre-sales policies, methodologies and resourcing. He is also leads some of WDX’s largest pre-sales analysis exercises, conducted for a wider variety of financial services firms spanning multiple jurisdictions.

Continual engagement with existing and prospective clients helps to inform the WDX1 product strategy, roadmap and pricing.

Johnny has spent his whole career in financial technology in various consultancy and
pre-sales roles. His expertise covers the full stack of systems required by leading Private Banks and Wealth Managers, encompassing core banking solutions, portfolio management solutions, Client Lifecycle Management (CLM) solutions and more.

William Rouse

Commercial Director UK MEA

William’s commercial expertise in connecting technology to solve wealth management business challenges was borne out of his early career as a stockbroker, followed by a variety of Client Relationship Management and Sales roles in asset management and banking.

Having experienced first-hand the challenges of doing the job, William recognises that an unwavering focus on client service is required to build progressive and mutually beneficial partnerships in FOR the longer term. Having gained further experience working for financial technology service providers including Calastone and Contemi, he has the specialist expertise needed to identify how to leverage technology to help wealth managers connect more effectively with their clients, and become more efficient, transparent and dependable.

In addition to his role as Commercial Director at Wealth Dynamix, responsible for new business development in the UK, US and Middle East, William sits on the board of the Securities Investment Management Association (SIMA) where he is actively involved in exploring industry trends and challenges.

Dominic Snell

Chief Product Officer

An experienced and accomplished specialist in CRM technology and wealth management, Dominic is responsible for defining and leading the product roadmap for Client Lifecycle Management (CLM) solutions at Wealth Dynamix. Experienced in SaaS strategy definition, Dominic formulated the development and launch plan for the firm’s cloud-based CLMi solution.

Prior to joining Wealth Dynamix in 2014, Dominic held senior positions in both RBS and Barclays Wealth and Investment Management, where he was responsible for leading enterprise-scale CRM implementation projects.

With more than 15 years wealth management and WealthTech experience he has vast expertise and insights into best practice CRM and CLM execution.

Francois De Lescure

Chief Revenue Officer

François joined Wealth Dynamix in 2020 to grow the company’s presence in France and further extend business operations across Europe and has since been designated Chief Revenue Officer, a member of the board. 

Having closed several flagship deals for the company across Europe and Switzerland, today his role encompasses responsibility for new and existing revenues, recruiting, structuring and managing the sales team, plus owning the business forecast and reseller channels.

Previously, François served as Chief Sales and Marketing Officer, Executive Committee member and investor at DreamQuark, an Artificial Intelligence software startup. At DreamQuark, he secured the firm’s first recurring revenues with Tier-1 banks and insurance companies, won the Fintech of the Year award and enabled A and B level fundraising. Before that François spent almost 10 years at Nokia Networks, leading European Sales for Analytics Software.

François has an MBA awarded by INSEAD and an engineering degree from the École Centrale de Nantes.

Natalie Levine

Chief Operating Officer

Currently Chief Operating Officer and Board Member at Wealth Dynamix, Natalie is responsible for the strategic direction of operations across the business. A wealth and investment management industry expert, with more than 25 years experience delivering large-scale technology projects, Natalie plays a pivotal role in ensuring the efficient running of the firm and meeting key business goals.

Prior to joining Wealth Dynamix in 2019, Natalie was Head of Technology at Bridgepoint Advisers, a UK-based private equity investment firm. She joined Bridgepoint following an 18-year tenure at Quilter Cheviot, where she was Head of Technology responsible for Operations and execution of the firm’s business plan.

Brent Randall

Co-founder and CFO

A wealth and investment management industry expert, Brent has more than 25 years of experience in developing front to back software solutions that address sector-specific operational and compliance challenges.

Prior to co-founding Wealth Dynamix in 2012, he was a Director at Third Financial Software, where he drove product development.

Previously, he led business development and product strategy for the wealth management division of Financial Objects.

Brent spent 13 years at DST (now SS&C) until 2007, where he was Associate Director responsible for the global product strategy of institutional front office and wealth management solutions.

He graduated from Downing College, Cambridge, with an honours degree in Geography.

Gary Linieres

Co-founder and CEO

With a lifetime career in wealth management, beginning in front office sales more than 25 years ago, Gary is recognised as a highly successful, award-winning executive and serial entrepreneur.

Currently CEO at Wealth Dynamix, one of Europe’s fastest growing WealthTech firms which he founded in 2012, Gary has pioneered a new approach to Client Lifecycle Management (CLM) and built solutions suited to both enterprise-scale and mid-size financial institutions.

In his early career Gary excelled in a wide variety of FinTech sales management and executive roles in the UK, Switzerland and France.

Following his tenure as Managing Director at Financial Objects, which saw revenues grow by more than 300% on his watch, Gary founded and subsequently exited from Third Financial Software after it became a leading front office technology provider.

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