Picture this:

It's the year 2017, and a young girl is standing in front of a mirror, trying on foundation at a local beauty store. As a woman of color, she had grown accustomed to the disappointment of not finding her shade among the limited options available. But on this particular day, something extraordinary happened.

The sales assistant approached her with a range of foundation shades that actually matched her skin tone. She was stunned and grateful. That's when this young girl discovered a brand that was going to take the world of fashion and beauty by storm - Savage x Fenty by Rihanna.

Wouldn’t that be wonderful?

Such an approach could be the compass guiding modern marketers, enabling us to make a genuine impact while building powerful brand narratives.

And this is not just wishful thinking or daydreaming, many modern brands are walking the talk and paving the way for more meaningful marketing storytelling and stand-out brand identities.

One such trailblazer is Savage x Fenty by Rihanna, a brand that has shattered boundaries and set new standards by seamlessly blending inclusion, diversity, and style, not just in its storytelling but also in the DNA of its product ranges.

In previous editions, we’ve mastered the art and science of persuasion, the persuasion playbook of copywriting, and how to use human psychology in your marketing.

Today, we’ll explore a very interesting concept that is not really new but has become more relevant in recent times, especially for modern marketers in the wake of generational paradigm shifts taking place across audience demographies - Cause-based marketing.

Before we delve into superstar Rihanna's remarkable entrepreneurial journey, let's first understand the significance of cause-based marketing in today's world. Then we’ll see how her brand is winning by putting this strategy front and center.

Ready to get lost in the dazzling world of fashion and beauty today?

Let’s go.

Setting the stage: Cause-Based Marketing, Inclusion, and Diversity

Why cause-based marketing has become more relevant than ever?

Cause-based marketing has evolved from being a mere trend to a necessity in today's market.

But what exactly makes it so relevant and powerful in today's world?

The answer lies in the shifting landscape of consumer expectations and the rise of social consciousness.

In a world where consumers are increasingly socially conscious and passionate about the causes they believe in, traditional marketing strategies no longer suffice.

The reason is simple. The audience has changed and so have their preferences, necessities, aspirations, and desires.

Modern consumers largely are either millennials like me or Gen Zers. Unlike our previous generations, we are seeking more than just products—we want to connect with brands that share our values and actively contribute to causes we care about.

In our increasingly socially conscious era, consumers crave more than just great products or services. We want to support brands that align with our beliefs and contribute to the greater good.

Cause-based marketing allows businesses to tap into this consumer mindset, showcasing their commitment to social causes. Incorporating social causes into your marketing strategy not only differentiates your brand but also helps foster loyalty among this increasingly conscious consumer base.

It goes beyond traditional marketing strategies by focusing on making a positive impact on society while promoting a brand. It aligns a company's values with the values of its target audience, forging deeper connections and driving meaningful change.

Cause-based marketing allows us to create a profound connection with our audience by demonstrating that our brands are not just profit-driven entities, but also forces for good. It empowers us to stand for something bigger than ourselves.

And that’s a powerful brand identity.

Why inclusive marketing is the way ahead for brands?

Role of Inclusion and Diversity in modern marketing

Inclusion and diversity have become paramount in today's branding landscape. Consumers are demanding representation and authenticity, prompting brands to embrace diversity in their marketing efforts.

By including individuals of various backgrounds, ethnicities, body types, etc., brands can build trust, resonate with a broader audience, and promote a more inclusive society.

By embracing and celebrating the uniqueness of individuals, brands can create a sense of belonging and authenticity. This inclusive approach not only resonates with diverse audiences but also empowers individuals to express themselves freely.

Let's explore why inclusion and diversity matter in modern marketing and how they can elevate the impact of your campaigns:

1. Authentic representation and relatability

Inclusive marketing involves featuring individuals from diverse backgrounds, ethnicities, genders, abilities, and body types in your campaigns.

Modern consumers seek brands that authentically represent and celebrate the diversity of the world we live in.

2. Expanding reach and building trust

By embracing diversity in your marketing, you broaden your appeal and connect with a wider range of consumers.

The LGBTQ+ community, for example, represents a significant consumer segment. Brands like Absolut Vodka have successfully targeted this audience through inclusive campaigns and partnerships.

Deloitte Research Article, 2021: Authentically inclusive marketing: Winning future customers with diversity, equity, and inclusion

3. Fostering brand loyalty and advocacy

When consumers see themselves represented in a brand's marketing, they feel seen, heard, and valued.

This percentage is higher among specific consumer groups including Latinx+ (85%), LGBTQ+ (85%), Black (79%), Asian/Pacific Islander (79%), Millennial (77%), and teens (76%).

Nike's Dream Crazier campaign, featuring diverse female athletes, resonated deeply with audiences and reinforced brand loyalty, and drove advocacy amongst a vast female athlete consumer base.

4. Driving social change

Cause-based marketing combined with inclusion and diversity can act as a catalyst for societal progress.

The #ShareTheLoad campaign by Ariel in India challenged gender stereotypes and promoted gender equality in household chores.

5. Amplifying brand relevance

Inclusion and diversity align your brand with contemporary societal values, making it more relevant and resonant.

Ben & Jerry's has consistently integrated social justice issues into its brand messaging, supporting causes like marriage equality and racial justice.

Another good example of this is Procter & Gamble's The Talk campaign, shedding light on racial bias and sparking conversations about equality.

It requires a genuine commitment to representation, equal opportunities, and fostering an inclusive culture both internally and externally.

In the next section, we will delve into a captivating case study that exemplifies the power of cause-based marketing with inclusion and diversity as key branding factors: Savage x Fenty by Rihanna.

Savage x Fenty by Rihanna: Winning by challenging the status quo - a case study

This case study explores how Savage x Fenty, a fashion and international beauty brand launched by global icon Rihanna, took the traditional industry by storm through inclusion and diversity in their brand and products.

The origins of “savagery”