How can you ensure your creative strategy is inclusive of all audience segments?

2 Involve diverse perspectives

The second step is to involve diverse perspectives in your creative strategy process, from research and ideation to execution and evaluation. You can do this by forming a diverse and inclusive team, seeking feedback and input from different stakeholders, collaborating with external partners and experts, and testing your ideas and concepts with representative samples of your audience segments. You should also be open to learning from and adapting to different feedback and perspectives.

3 Align your creative strategy with your brand purpose

The third step is to align your creative strategy with your brand purpose, or the core reason why your organization exists and what value it provides to your audience segments. You should communicate your brand purpose clearly and consistently across all your creative outputs, and ensure that it reflects and supports the needs, goals, and aspirations of your audience segments. You should also avoid any messages or visuals that contradict or undermine your brand purpose or that are insensitive or offensive to your audience segments.

5 Measure and improve your creative strategy

The fifth step is to measure and improve your creative strategy, or the process of assessing and enhancing the effectiveness and impact of your creative outputs. You should use various metrics and indicators, such as reach, engagement, conversion, retention, satisfaction, and advocacy, to evaluate how well your creative strategy meets the needs and expectations of your audience segments. You should also use various methods and tools, such as surveys, interviews, focus groups, reviews, and analytics, to collect and analyze feedback and insights from your audience segments. You should then use this feedback and insights to refine and optimize your creative strategy.

6 Keep learning and evolving

The sixth step is to keep learning and evolving your creative strategy, or the process of staying updated and responsive to the changing needs, preferences, and behaviors of your audience segments. You should monitor and research the trends, issues, opportunities, and challenges that affect your audience segments, and adapt your creative strategy accordingly. You should also seek and embrace new ideas, technologies, and best practices that can help you create more inclusive and effective creative outputs.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?