What to consider — three key insights
1. Actions speak louder than words
Being an inclusive brand has to mean more than consumer-facing communication. Consumers expect these values of inclusion to be expressed through actions. Brands must demonstrate authenticity in their values and reinforce their expression with changes in policies and support for organisations that champion inclusivity.
2. Audience first
When ideating, think about who your experience might alienate. Experiences attract a wider range of people; therefore inclusivity should accommodate the physically disabled, as well as visitors affected with disorders such as autism. Creating experiences that are accessible to them will allow your messaging to reach a wider audience and allow more people to enjoy the moments you’ve created.
3. Training staff
Your brand ambassadors represent your brand, it’s crucial to dedicate time and resources to train them on inclusivity. So while they are working at an event they are aware of visitors who may require their assistance and how they should help them if they are required to step in.
Click here to explore the other major trends shaping the world of experience in 2020.