Representation Matters: The Value of Diversity in Marketing

"You have to see it to believe it." This saying resonates profoundly in the realm of destination marketing, especially when underscored by the pillars of Diversity, Equity, Inclusion and Belonging (DEIB). The strategic inclusion of cultural diversity and representation in marketing narratives is not merely a practice of inclusivity but a powerful lever for economic growth and brand loyalty.

It's about ensuring that every potential visitor can see themselves in the vibrant experiences a destination offers, thereby making the essence of destination marketing transcend mere promotion with intentionality.

Diversity Pays Dividends

The incorporation of DEIB in marketing strategies extends the invitation to a broader audience by showcasing a mixture of cultural backgrounds. McKinsey & Company's research underscores the tangible benefits of such diversity, revealing that companies with diverse executive teams were 39% more likely to outperform their peers, largely due to representation at the table¹. This compelling evidence suggests that destinations embracing diversity in their promotional efforts can expect not only a richer cultural landscape but also enhanced economic returns.

The demographic shifts towards a more diverse population, highlighted by the U.S. Census and increasing LGBTQ identity, emphasize the importance of marketing that mirrors societal diversity. Deloitte Insights supports this, illustrating that businesses committed to DEIB had a higher return of investment, linking diverse marketing strategies directly with financial success.²

The positive economic impact of such marketing representation extends beyond direct profitability. Destinations that successfully attract a diverse visitor base contribute to the local economy through increased tourism spending, job creation, and the stimulation of local businesses. The promotion of cultural diversity and inclusion can also enhance a city's reputation on a global scale, making it more attractive not only to tourists but also to potential residents and investors.

Making Our Visitors Feel More Welcome

At Experience Grand Rapids, we take an intentional approach to promoting diversity and inclusion in our marketing materials. We have long featured “real-life” local people in our photos and videos, and in recent years we’ve proactively reached out to a broader cross-section of residents to better represent the full spectrum of humanity.

To assist us in that goal, we’ve created an ever-expanding community of local “models.” Our Model Network includes people of all different ages, races, ethnicities, abilities, genders, cultures, shapes, sizes and sexual orientations. This diversity enables us to connect more authentically with different target audiences and position Grand Rapids as a welcoming and comfortable destination for all.

We value the contributions our models make to the Experience Grand Rapids marketing effort, and we are happy to reward them for their time. If you’d like to join our Model Network, please complete our talent application.

Showcasing the diversity of cultures and experiences in Grand Rapids ensures that potential visitors see that we welcome people like them and believe that they, too, will be warmly received. By integrating "You have to see it to believe it" into the core of our destination marketing strategies, we’re unlocking the power to transform interest into action, foster true belonging, and contribute to the economic and social vibrancy of Grand Rapids and Kent County.

¹McKinsey & Company. (2023). Diversity matters even more: The case for holistic impact. McKinsey
²Deloitte Insights. (2021). Diversity and inclusion in marketing. Deloitte