Latest News
How Small Businesses Can Market With DEI at the Core
Diversity, equity, and inclusion aren’t just buzzwords pinned to corporate reports anymore. They’ve become cultural anchors for how companies communicate who they are, not only internally but to the wider world. For small business owners, DEI can’t just be an HR initiative—it has to be part of the marketing DNA. And while massive companies often announce their progress with polished PR campaigns, the local boutique, the corner cafe, and the indie agency have to be more inventive and authentic in showing what inclusion really looks like in their business practices and their messaging.
Start With the Voices You Choose to Amplify
Every brand decision begins with a voice. And in marketing, the voices elevated—through ad campaigns, social content, or customer testimonials—signal who the business sees, values, and stands beside. Small business owners have a unique advantage here. Unlike massive corporations tangled in red tape, they can pivot quickly and spotlight a diverse range of collaborators, partners, and clients. By showcasing real people from different backgrounds and communities, they build trust that’s not performative but rooted in reality. Representation, when baked into storytelling, becomes marketing that doesn’t need to shout to be heard.
Let the Product Speak—but Make Sure It’s Saying Something
A product or service reflects the worldview of the people who design it. That’s why inclusive design matters—not just in form or function, but in the way it considers people’s lived experiences. When a business makes an effort to tailor offerings that accommodate different cultural practices, accessibility needs, or linguistic preferences, that effort communicates a commitment deeper than slogans. Whether it’s a bilingual menu at a bakery, skin tone-inclusive cosmetics, or an app that adapts for users with varying abilities, the product itself becomes a channel of DEI-centered marketing.
Reimagine Visuals With AI, Carefully and Creatively
Visual storytelling doesn’t have to hinge on pricey shoots or overused stock libraries. By using AI-generated images, small business owners can craft inclusive visuals that reflect a spectrum of identities and cultural contexts that are too often underrepresented in mainstream marketing. A text-to-image tool can streamline the process, enabling rapid creation of visuals that align with both brand voice and DEI goals. Still, it's vital to remain conscious of potential biases and issues with AI art generators, ensuring that these tools are used responsibly and with a critical eye toward representation.
Reclaim the Power of Local Collaborations
Diversity doesn’t need to be flown in from afar. Often, it’s found right down the street. Small businesses can partner with local artists, makers, and organizations that serve underrepresented communities. These collaborations inject real texture into a brand’s public image, while also strengthening economic equity in the business ecosystem. Hosting pop-ups, co-branded events, or even limited product lines with local partners allows businesses to market with their neighborhood—not just to it. And nothing builds goodwill faster than visible, local investment in equity.
Use Social Media to Uplift, Not Just Promote
There’s a difference between content that sells and content that connects. While traditional advertising focuses on ROI, digital storytelling rooted in DEI leans into shared values and community-building. When small businesses use their platforms to educate, celebrate cultural moments, or amplify causes that matter to their audiences, they build brand affinity that no discount code can buy. It’s not about making every post a mission statement—it’s about signaling consistency in what a brand supports when no one’s demanding it. Audiences, especially younger ones, notice.
Make Feedback Loops Easy and Active
Marketing strategies that promote DEI fall flat when they’re disconnected from how people experience a business. To stay honest and responsive, businesses should make feedback not just accessible, but expected. Whether through anonymous surveys, community forums, or direct responses on social media, collecting input from a wide range of voices can reveal blind spots and spark new ideas. More importantly, when that feedback results in visible change, it proves that inclusion isn’t performative—it’s participatory. Customers don’t just want to be heard; they want to see that their voice matters.
Perfect is rarely persuasive. In DEI marketing, humility can be more powerful than any polished campaign. Small business owners shouldn’t pretend to have all the answers—they should just show they’re committed to the process. Marketing that acknowledges growth areas, shares learning journeys, or transparently outlines where the business is headed can resonate more than scripted soundbites. Because when a business consistently shows up—messy, honest, evolving—it sends the message that inclusion isn’t a tactic. It’s a value worth building a brand around.
Discover the community and thriving business climate of the Amherst area with the Amherst Area Chamber of Commerce. Whether you’re seeking rich gastronomy, endless outdoor adventures, or iconic arts and culture, we’re ready when you are!
How Small Businesses Can Market With DEI at the Core
Diversity, equity, and inclusion aren’t just buzzwords pinned to corporate reports anymore. They’ve become cultural anchors for how companies communicate who they are, not only internally but to the wider world. For small business owners, DEI can’t just be an HR initiative—it has to be part of the marketing DNA. And while massive companies often announce their progress with polished PR campaigns, the local boutique, the corner cafe, and the indie agency have to be more inventive and authentic in showing what inclusion really looks like in their business practices and their messaging.
Start With the Voices You Choose to Amplify
Every brand decision begins with a voice. And in marketing, the voices elevated—through ad campaigns, social content, or customer testimonials—signal who the business sees, values, and stands beside. Small business owners have a unique advantage here. Unlike massive corporations tangled in red tape, they can pivot quickly and spotlight a diverse range of collaborators, partners, and clients. By showcasing real people from different backgrounds and communities, they build trust that’s not performative but rooted in reality. Representation, when baked into storytelling, becomes marketing that doesn’t need to shout to be heard.
Let the Product Speak—but Make Sure It’s Saying Something
A product or service reflects the worldview of the people who design it. That’s why inclusive design matters—not just in form or function, but in the way it considers people’s lived experiences. When a business makes an effort to tailor offerings that accommodate different cultural practices, accessibility needs, or linguistic preferences, that effort communicates a commitment deeper than slogans. Whether it’s a bilingual menu at a bakery, skin tone-inclusive cosmetics, or an app that adapts for users with varying abilities, the product itself becomes a channel of DEI-centered marketing.
Reimagine Visuals With AI, Carefully and Creatively
Visual storytelling doesn’t have to hinge on pricey shoots or overused stock libraries. By using AI-generated images, small business owners can craft inclusive visuals that reflect a spectrum of identities and cultural contexts that are too often underrepresented in mainstream marketing. A text-to-image tool can streamline the process, enabling rapid creation of visuals that align with both brand voice and DEI goals. Still, it's vital to remain conscious of potential biases and issues with AI art generators, ensuring that these tools are used responsibly and with a critical eye toward representation.
Reclaim the Power of Local Collaborations
Diversity doesn’t need to be flown in from afar. Often, it’s found right down the street. Small businesses can partner with local artists, makers, and organizations that serve underrepresented communities. These collaborations inject real texture into a brand’s public image, while also strengthening economic equity in the business ecosystem. Hosting pop-ups, co-branded events, or even limited product lines with local partners allows businesses to market with their neighborhood—not just to it. And nothing builds goodwill faster than visible, local investment in equity.
Use Social Media to Uplift, Not Just Promote
There’s a difference between content that sells and content that connects. While traditional advertising focuses on ROI, digital storytelling rooted in DEI leans into shared values and community-building. When small businesses use their platforms to educate, celebrate cultural moments, or amplify causes that matter to their audiences, they build brand affinity that no discount code can buy. It’s not about making every post a mission statement—it’s about signaling consistency in what a brand supports when no one’s demanding it. Audiences, especially younger ones, notice.
Make Feedback Loops Easy and Active
Marketing strategies that promote DEI fall flat when they’re disconnected from how people experience a business. To stay honest and responsive, businesses should make feedback not just accessible, but expected. Whether through anonymous surveys, community forums, or direct responses on social media, collecting input from a wide range of voices can reveal blind spots and spark new ideas. More importantly, when that feedback results in visible change, it proves that inclusion isn’t performative—it’s participatory. Customers don’t just want to be heard; they want to see that their voice matters.
Perfect is rarely persuasive. In DEI marketing, humility can be more powerful than any polished campaign. Small business owners shouldn’t pretend to have all the answers—they should just show they’re committed to the process. Marketing that acknowledges growth areas, shares learning journeys, or transparently outlines where the business is headed can resonate more than scripted soundbites. Because when a business consistently shows up—messy, honest, evolving—it sends the message that inclusion isn’t a tactic. It’s a value worth building a brand around.
Discover the community and thriving business climate of the Amherst area with the Amherst Area Chamber of Commerce. Whether you’re seeking rich gastronomy, endless outdoor adventures, or iconic arts and culture, we’re ready when you are!