Happy Holidays everyone!
I happen to be Jewish, so my holiday is Chanukah. When casual friends wish me a Merry Christmas, I enjoy the spirit in which the wish was given and thank them.
But when companies focus all their marketing copy on Christmas, I wonder why they refuse to recognize those customers who do not celebrate that particular holiday. No one is asking for twenty ads for twenty different religious observances; but a simple “Happy Holidays” reaches out to everyone. The expression is respectful to your beliefs and mine.
Some organizations are created to provide products and services solely for one group of people (one religion, one gender, one difference) and that’s fine. For the rest, being inclusive and tolerant should be an easy choice.
Some of the women in my family have names that are appropriate for either male or female. If someone hearing their name mistakes their gender, that’s a very excusable mistake.
But when an entire company writes marketing copy as if women (or men) do not exist, I wonder why they exclude at least half their potential customers. Several alternatives exist to a universal “he” (or “she”): the marketing copy can address customers directly as “you”; or alternate “he” and “she” in examples; or use the plural (“customers,” “they”).
I happen to be short; in fact most of my family, including some of the men, stopped growing around 5’1″. Our shortness is a minor challenge, and we are very grateful to all those who are 5’6″ and over, who help us load carry-ons into overhead bins and select the spaghetti sauce we want from the top shelf in the market.
But when an entire company refuses to recognize differences among people in their marketing copy–when all their photos show trim, gorgeous, 6-foot models in luxury settings instead of real people having real interactions–then I wonder who exactly are they appealing to?
When you are inclusive and tolerant, your world expands. When you are exclusive and intolerant–even by accident–your world contracts. As a business owner, you want as many customers in the largest world possible. The choice of inclusion and tolerance falls in the category of enlightened self-interest.
If you are struggling with ways to say and show your message in a welcoming, inclusive manner, please contact TWP Marketing & Technical Services.