The Problem with Tokenism in Earned Media

In today’s marketing environment, inclusion has become a buzzword. However, far too often, brands engage in tokenism, a superficial practice of including individuals from underrepresented groups without genuine commitment to diversity and equity. This can be particularly damaging in earned media, where authenticity is paramount. Are your inclusion efforts strengthening your brand, or simply checking a box?

Understanding the Nuances of Authentic Inclusion

Tokenism in earned media manifests in several ways. It could be featuring a diverse individual in a campaign without addressing systemic issues, or inviting a person of color to speak on a panel without compensating them fairly or valuing their expertise. It’s about representation without power, visibility without voice, and diversity without equity.

Authentic inclusion, on the other hand, is about actively working to create a level playing field. It means identifying and dismantling biases within your organization and your campaigns. It involves not just inviting diverse voices to the table, but also amplifying them and ensuring they have the resources and support they need to succeed.

Consider this: A brand launching a product aimed at the Black community might feature Black models in their advertising. That’s representation. But if the brand doesn’t also support Black-owned businesses, invest in programs that benefit Black communities, or address internal diversity issues, the representation feels hollow and performative. This is where the distinction between representation and real inclusion becomes critical.

In my experience consulting with various organizations, I’ve observed that companies that prioritize authentic inclusion are more likely to build long-term relationships with diverse audiences and generate positive earned media coverage.

Building a Foundation for Inclusive Earned Media Strategies

Before launching any earned media campaign with an inclusion component, it’s crucial to lay the groundwork within your organization. Here’s how:

1. Conduct an internal audit: Assess your company’s current diversity and inclusion practices. Are diverse voices represented at all levels of leadership? What are your hiring and promotion policies? Identify areas where you can improve.
2. Develop a diversity and inclusion policy: This policy should outline your company’s commitment to diversity, equity, and inclusion. It should include specific goals, metrics, and accountability measures. Share this policy publicly to demonstrate your commitment.
3. Provide diversity and inclusion training: Offer regular training to all employees on topics such as unconscious bias, cultural sensitivity, and inclusive language. This will help create a more welcoming and equitable workplace.
4. Establish employee resource groups (ERGs): ERGs are employee-led groups that provide support and resources to employees from underrepresented groups. They can also serve as valuable advisors on diversity and inclusion initiatives.
5. Ensure fair compensation and opportunities: Conduct a pay equity audit to identify and address any gender or racial pay gaps. Provide equal opportunities for training, mentorship, and advancement to all employees.

By taking these steps, you can create a more inclusive workplace culture, which will naturally translate into more authentic and impactful earned media campaigns.

According to a 2025 report by Deloitte, companies with diverse leadership teams are 36% more likely to outperform their peers in terms of profitability. This underscores the business case for inclusion, not just as a moral imperative, but also as a strategic advantage.

Crafting Inclusive Earned Media Campaigns

Once you have a solid foundation in place, you can begin to craft earned media campaigns that genuinely reflect your commitment to inclusion. Here are some key strategies:

• Partner with diverse influencers: Don’t just hire influencers based on their follower count. Look for influencers who are authentic, passionate, and genuinely aligned with your brand values. Ensure you are paying them fairly for their work.
• Tell diverse stories: Showcase the experiences of people from different backgrounds, cultures, and identities. Avoid stereotypes and focus on authentic narratives.
• Amplify diverse voices: Use your platform to amplify the voices of underrepresented groups. Share their stories, promote their work, and give them a seat at the table.
• Be transparent and accountable: Be open about your diversity and inclusion efforts, both internally and externally. Acknowledge your mistakes and take steps to correct them.
• Go beyond representation: Focus on creating systemic change. Support organizations that are working to advance diversity, equity, and inclusion in your industry.

For example, consider a campaign launched by Dove that challenged beauty standards by featuring women of all shapes, sizes, and ethnicities. The campaign sparked a global conversation about body image and generated significant earned media coverage. Dove didn’t just show diverse faces; they addressed a real issue and empowered women to feel confident in their own skin. This is a perfect example of moving beyond tokenism.

From my experience working with clients in the beauty industry, I’ve learned that consumers are increasingly demanding authenticity and transparency. Brands that are perceived as being disingenuous or performative risk alienating their target audience.

Measuring the Impact of Your Inclusion Initiatives

Measuring the impact of your inclusion initiatives is crucial for demonstrating their value and identifying areas for improvement. Here are some metrics to track:

• Media coverage: Monitor the amount and tone of media coverage you receive related to your diversity and inclusion efforts. Are you receiving positive press? Are your messages resonating with your target audience?
• Social media engagement: Track engagement metrics such as likes, shares, comments, and mentions. Are people engaging with your content? Are they sharing it with their networks?
• Website traffic: Monitor website traffic to relevant pages, such as your diversity and inclusion policy page or your blog posts featuring diverse voices.
• Employee satisfaction: Conduct employee surveys to gauge satisfaction with your company’s diversity and inclusion initiatives. Are employees feeling valued and respected?
• Customer feedback: Collect customer feedback on your diversity and inclusion efforts. Are customers perceiving your brand as inclusive? Are they more likely to purchase from you because of your commitment to diversity?

Tools like Google Analytics can help you track website traffic, while social listening tools like Meltwater can help you monitor media coverage and social media engagement. By tracking these metrics, you can gain valuable insights into the effectiveness of your inclusion initiatives and make data-driven decisions to improve them.

Consider setting specific, measurable, achievable, relevant, and time-bound (SMART) goals for your inclusion initiatives. For example, you might aim to increase the percentage of diverse voices featured in your earned media coverage by 20% within the next year. This will help you stay focused and accountable.

Avoiding Common Pitfalls in Inclusion Marketing

Even with the best intentions, it’s easy to make mistakes when it comes to inclusion marketing. Here are some common pitfalls to avoid:

• Treating diversity as a trend: Inclusion should be a long-term commitment, not a fleeting trend. Don’t just jump on the bandwagon when it’s convenient.
• Tokenizing individuals: Don’t just feature diverse individuals in your campaigns without giving them a real voice or addressing systemic issues.
• Stereotyping: Avoid using stereotypes in your marketing materials. Focus on authentic narratives that reflect the diversity of human experience.
• Cultural appropriation: Be respectful of different cultures and avoid appropriating cultural elements without understanding their significance.
• Lack of transparency: Be open about your diversity and inclusion efforts, both internally and externally. Acknowledge your mistakes and take steps to correct them.

For example, Pepsi faced backlash in 2017 for an ad that was perceived as trivializing the Black Lives Matter movement. The ad featured Kendall Jenner handing a police officer a can of Pepsi, which was interpreted as suggesting that a simple gesture could solve complex social issues. Pepsi quickly pulled the ad and issued an apology, but the incident served as a reminder of the importance of sensitivity and cultural awareness in marketing.

When in doubt, consult with diversity and inclusion experts to ensure that your campaigns are respectful, authentic, and impactful. There are many organizations and consultants that specialize in helping brands navigate the complexities of inclusion marketing.

Conclusion

Moving beyond tokenism in earned media requires a genuine commitment to diversity, equity, and inclusion. It’s about building a solid foundation within your organization, crafting authentic and impactful campaigns, and measuring the results. By avoiding common pitfalls and continually striving to improve, you can create earned media that truly reflects the diversity of your audience and strengthens your brand. The key takeaway? Don’t just talk about inclusion; actively work to create it.