7 Reasons Why Diversity Will Boost Your Bottom Line
Why shouldn’t all clothes look the same?
Because not everyone is the same.
What makes us different is what makes us stronger.
To highlight beauty in our differences, Xehar recently ran a diversity campaign, featuring women of different sizes, colors, ages, and styles. The effort not only showed support for our community of diverse customers, but also translated to real bottom line growth.
Here are the top 7 business benefits of incorporating diversity into our workplace, creative process, and community outreach.
1. Diversity helps change the past
Historically, not all sizes of women have been represented in mainstream media. This impacts people’s confidence, which can lead to things like low self esteem, eating disorders, depression and even suicide. Xehar’s diversity campaign celebrates our differences and showcases realistic body types in fashion. Building product lines around these real body types helps us to sell more products that help women gain confidence.
2. Authenticity accelerates your brand
In business, it is a missed opportunity if you only cater to the majority. Include and showcase real people (flaws and all) in your marketing campaigns and you will avoid alienating those who don’t fit the stereotypical mold.
One woman featured in our campaign, @Sarageurts has a rare disease called Ehlers Danlos Syndrome, which makes her look much older than she is. During the photo shoot, she threw off fashion pieces that covered her aged looking skin, gleaming with confidence and authenticity. Her comfort in her own skin speaks volumes of confidence and self pride.
3. Acknowledging diversity creates loyalty
As a business owner, you probably know that not everyone is your customer, but don’t forget that real beauty is for everyone and by acknowledging your customers that they are diverse, will create brand loyalty. @ambernicolewilliams_ who was born with Vitiligo, leaving her with patches of both light and dark skin, was another model featured in our diversity campaign. Usually women with this condition use makeup to cover up their imperfections, but in our campaign, she wiped off her makeup, and it sent a powerful message. Everyone is beautiful in their own way.
@ambernicolewilliams_ who was born with Vitiligo, leaving her with patches of both light and dark skin, was another model featured in our diversity campaign. Usually women with this condition use makeup to cover up their imperfections, but in our campaign, she wiped off her makeup, and it sent a powerful message. Everyone is beautiful in their own way.
4. Size doesn’t matter, reality does
Are you marketing your products with real representations of who your customers are? If you are not, there is a potential for backlash on social media channels where shoppers can voice their negative opinions about your company’s misrepresentation of reality.
We also featured Cheyenne Hererra @thiickting , a plus size model, who acted out cutting measuring tapes in her photos. The plus sized market is a reality, however on average, only 1 to 2% of the bodies represented in mainstream media are plus sized. Marketing campaigns that try to cater to plus sized women using non plus sized models is a real problem.
5. Contribute to body positive image
For decades, marketers have been portraying idealized models and celebrities in print and electronic media for marketing their products. A research study performed by Todd Morrison and Emer Sheahan recognized that sociocultural norms and values in Western societies, are often proposed as major contributors to body dissatisfaction.
@priscillakaterena , one of the models featured in our diversity campaign, is passionate about supporting women to be satisfied with the way they are, naturally. For years, she treated her hair with unhealthy products, trying to make her hair look like what she saw in magazines and on TV. After support from the Xehar community, she realized that her hair is beautiful. Her hair is her crown and she wears it proudly! Your natural beauty is your true beauty, and your marketing should reflect who your customers really are, not an idealized version of what you think they should be.
6. Create community and connect with more customers more often
Xehar owes much of its international growth to our focus on building community first. We recruit #BodyPositiveMentors who act as brand ambassadors by organizing and supporting communities of women around the world who share a desire to become more confident. Our mentors are very diverse, allowing us to grow a wide base within our community.
7. Diversity drives opportunity for employee growth
Being diverse in your company can even take the form of giving opportunities to who are less experienced. An example of this in action can be seen by @DianaSirkai, one of our #BodyPositiveMentors from London, who started the idea for the recent diversity campaign.
Shooting down the idea based on her lack of experience in marketing, would have been a missed opportunity that would have lost us hundreds of thousands of dollars in revenue. Giving her this experience not only helped business but most importantly, empowered a woman to be independent. It all started with a single idea and goal and Xehar took it and expanded it beyond any limitation. Diana always had her wings, we just gave her the tools to fly.
The reality is that not everyone fits into the same clothes, and new doors are finally opening for a more diverse group of professional models. Xehar is proud to showcase models who reflect real people, who have natural beauty no matter what size, shape or color.
What are some of the ways that you are incorporating diversity into your business. Please share in the comment section.