What Is Diversity Marketing and Why Does It Matter to Gen Z

Gen Z values diversity in a way that past generations haven’t. And that’s why they don’t just want diversity marketing, they expect it. From identity to representation, young people today don’t want to see surface-level inclusion; they want campaigns that reflect the real world and the real people in it. 

So, What Is Diversity Marketing?

Before telling you why you need it, let’s answer the most basic question: What is diversity marketing? 

In the most basic sense, diversity marketing is a strategy that acknowledges and embraces cultural, racial, gender, sexual, and economic differences in the audience that you are marketing to. Even if you’re zeroing in on a generation, that generation won’t be all the same. 

The thing to realize is that for Gen Z, this isn’t about checking all the boxes in an ad campaign. Diversity marketing is about authentically reflecting the consumer you want to reach. And for Gen Z and even Gen Alpha, being able to see this reflection is crucial, not just a bonus. 

Why Does Diversity Matter to Gen Z? 

Gen Z grew up in a radically different world from past generations. Not only is this generation the most racially and ethnically diverse in U.S. history, but the gender identities vary greatly from past generations, with many identifying as LGBTQIA+. And these aren’t differences that they are trying to bury, but rather differences that they are actively embracing. Because of this, they’ll push back on brands that tokenize or stereotype the diversity that Gen Z embraces and understands. 

That’s why diversity marketing isn’t just about who is in your ads; it’s also about who’s behind them. What do they stand for? Because now it’s not just about including everyone, it’s about how brands navigate everything from language to values to cultural nuance. 

Diversity Marketing Isn't Just a Trend Anymore 

Not to be rude, but if a marketer asks if they need a diversity campaign to reach Gen Z, then they’ve already missed the point. Gen Z doesn’t separate ‘diversity’ campaigns from ‘normal’ ones. It’s all the same to them, meaning that if your campaign isn’t diverse, they’ll notice. But if it feels performative, fake, or stereotypical, you can believe that will also be called out. 

So, let’s be clear. Diversity marketing is just the basics.

Hiring creatives from marginalized backgrounds, letting them share their perspective, and making sure you’re showcasing stories that aren’t stereotypical. It also means embedding representation, not just putting up a rainbow flag during Pride Month or showcasing a black creative during Black History Month. 

Performative vs. Real: The Gen Z Bullsh*t Meter Is Strong

We’ve said this before, and we’ll say it again: Gen Z can smell your bullsh*t from a mile away. They grew up with the internet. They’ve seen brands rainbow-wash their logos in June, but stay silent on hate crimes in July. And that…well, that’s diversity marketing gone wrong. 

So, what is diversity marketing done right? It’s long-term behaviors and conversations. It’s driven by empathy and respect, not panic or PR damage control. 

What Is Diversity Marketing in Practice?

Here at Adolescent Content, we define diversity marketing as both a creative and strategic approach that incorporates a wide range of voices throughout the entire process, not just visually. Diversity shouldn’t just be in the casting, but in the creative process too. Any campaigns that we help brands build are powered by a diverse network of Gen Z creators from different backgrounds. This is diversity marketing in practice, and it succeeds.

It’s Time to Rethink Representation

At Adolescent Content, we specialize in building campaigns that meet Gen Z where they are: on their feeds, in their communities, and across identities. Because when you understand what diversity marketing is, you don’t just build better campaigns. You build a real connection with consumers.