One challenge many marketers grapple with is figuring out how to effectively engage customers who are part of communities that have been historically underserved. Thankfully, women and certain cultural minorities are beginning to get more attention from brands as of late. But gender and ethnicity aren’t the only qualities to take into account. Religion, dietary restrictions, sexual orientation, and even the makeup of the family are becoming important levers that drive decision making for where customers choose to spend their hard earned money.
There’s no shortage of companies struggling with serving customers who don’t cleanly fit into the “mainstream” mold of a customer. As a result, consumers in these underserved groups find themselves self-segregating, to work with brands, companies, and organizations who “get” their unique challenges and needs. These customers self-segregate in favor of businesses that make them feel like they belong.
This missed opportunity on the part of a large number of brands has left the door wide open for companies who want to serve these Click here to read entire article