How to Create More Inclusive Holiday Campaigns
The holidays are right around the corner here!
From the language in your emails to the images in your social posts, this time of year provides so many opportunities to expand the holiday narrative, build community, and set yourself apart as a brand.
And everything I just wrote? That goes double for solopreneurs who DIY their email marketing!
Here are some easy ways to create more inclusive holiday campaigns. Let's gooo!
Focus on universal themes. If a religious holiday is your jam, you should absolutely share that. But remember that not everyone celebrates the same things in the same way. By focusing on themes like community, peace, and generosity, everyone can feel included.
Offer a soft opt-out. This time of year is com-pli-ca-ted! Some people experience grief and sadness during the winter holidays. And the barrage of messaging about "the most wonderful time of the year" can be really alienating. If you're going all in on a holiday campaign, create a way for your audience to sit this one out.
Make your content accessible. Creating content that's accessible to people with hearing and/or vision impairments strengthens connection with all members of your (digital) community. Add engaging image descriptions to your posts, pay attention to color and contrast, and include captions on all your video content. (This is something I really need to work on.)
Ditch the cliches. I don't know about you but I've had quite enough "perfect nuclear family seated at an abundant holiday feast with piles of gifts under the tree and everyone somehow dressed perfectly" content. Everyone's family looks different. Everyone's celebration looks different. Everyone should get to feel seen, too.
Invite participation. If you're planning content around a holiday from a culture you don't belong to, it's not a bad idea to run it by someone from that culture first. Even the most well-meaning among us can hit a big old pothole when talking about traditions that are different from ours. (Pro tip: Hanukkah isn't "Jewish Christmas"!) Even better: pass the mic! Invite someone who celebrates differently to share their holiday traditions with your audience.
If you're asking people to spend their money with you, make it clear that they're important to you, regardless of age, ability, family structure, race, or beliefs. Isn't that the real spirit of (literally all) the holidays?
However you celebrate -- or even if you don't celebrate at all -- here’s to a restful and abundant winter season.