Diversity and accessibility: The key to more inclusive digital marketing

Diversity and accessibility are no longer complementary concepts, but rather indispensable pillars of modern digital marketing.

Companies that integrate these values into their campaigns not only stand out in a competitive market, but also create genuine connections with their audiences.

In this article, we explore how brands can leverage these concepts to create impactful strategies, with real stories and tools that make this process more efficient.

Why do diversity and accessibility matter in digital marketing?

Digital marketing is constantly evolving, but one thing remains clear: brands that represent and include diverse audiences gain not only relevance but also loyalty.

According to recent studies, 74% of consumers are more likely to buy from companies that demonstrate inclusion and respect for differences.

Neglecting these values can result in:

• Loss of connection with key audiences.
• Reputation damaged by lack of representation.
• Limited reach in a globalized market.

On the other hand, brands that promote diversity and accessibility are seen as ethical, innovative, and aligned with contemporary social values.

Success stories: How companies are leading through inclusion

1. 2Easy Democratizing the hiring of freelancers: 2easy’s BPO platform promoted a campaign called “Talent Without Barriers,” where freelancers with disabilities were featured in projects for large companies. In addition to generating opportunities, the campaign showed how professional diversity adds value to teams. The impact was so positive that the platform saw a 38% increase in new registrations.
2. Aio CorretoraInsurance for everyone: Aio Corretora stood out with its “Insurance Without Prejudice” campaign, which addressed the inclusion of often-neglected groups, such as LGBTQIA+ and the elderly, in personalized insurance plans. With real testimonials from customers who found solutions tailored to their needs, the campaign led to a 52% increase in customer satisfaction and reinforced the company’s commitment to inclusion.
3. ExpressVPS Technology accessible to all levels: To make technology more inclusive, ExpressVPS launched the “Conexão Sem Limites” (Unlimited Connection) initiative, which offered free or low-cost services to NGOs and startups led by people with disabilities. With the support of accessible tutorials and sign language support, the campaign made ExpressVPS a benchmark in social responsibility in the technology sector and cheap VPS in Brazil.

Tools that facilitate digital inclusion

To create truly accessible campaigns, it is essential to use tools that identify barriers and offer solutions:

1. Web accessibility: Tools such as Wave analyze your website to ensure adequate color contrast, image descriptions, and ease of navigation.
2. Multimedia inclusion: Able Player is a great option for creating videos with subtitles and audio descriptions.
3. Reading and adjustments: UserWay adds features such as read-aloud and font adjustment, catering to different user profiles.
4. Technical audits: Google Lighthouse evaluates performance, SEO, and accessibility in an integrated way, providing suggestions for improvements.

Benefits of being an inclusive brand

1. Expanded reach: Inclusive companies attract more diverse and engaged audiences.
2. Strengthened reputation: Consumers value brands that promote ethical values.
3. Loyalty and retention: Representing different groups creates lasting emotional connections.
4. Constant innovation: Diverse teams drive creative and effective solutions.

Conclusion on Diversity and Accessibility in Digital Marketing

Investing in diversity and accessibility in digital marketing is more than a trend—it’s a commitment to a more inclusive and profitable future.

Success stories such as those of 2Easy, Aio Corretora, and ExpressVPS show that inclusive initiatives not only promote social justice but also generate concrete results for businesses regardless of company size.

Content written by Next4 agency

At Next4, we believe that diversity and accessibility are fundamental to success in digital marketing.

We develop strategies that place these values at the heart of campaigns, helping your brand connect with all audiences in an authentic and impactful way.

We specialize in creating content for brands to position themselves in the digital environment through keyword strategies positioned on major search engines and AIs.