EVOLVE Business and Professional Magazine May 2018 | Page 27

40 shades of foundation to accommodate women of different complexions
around the world. Its strategy of being inclusive of as many women as
possible paid off, with the brand earning $72 million in its first month alone.
The days of growing by only marketing to the masses are numbered.
If you want to stay relevant and reach hungry and increasingly powerful
minority customer groups, the time to start serving them is now. Here are
three ways to get started.
1. Build a culture committed to serving minorities
beyond a superficial level
Serving groups of customers whose backgrounds are different from
yours isn’t about swapping out photos or putting a few token people in key
positions in your company.
It requires a deep commitment to learn about the unique and nuanced
needs of each minority group. Without the willingness to do the work to
understand how to effectively connect with these communities, you end up
with missteps like H&M, Pepsi, and Dove had recently. No bueno.
Your organization must develop skills in being empathetic and culturally
intelligent in order to deliver products and services that solve your customers’
problems like no one else.
2. Build a team that reflects the people you want to serve
They will help you significantly reduce the learning curve as you work to
figure out how to connect with diverse audiences in an authentic way.
You could bring on new hires, engage consultants or hire agencies with
experience serving your new customers.
Indeed, a high-performing team is a diverse team. When you assemble a
group of people with different backgrounds, ideas and ways of viewing the
world - and you tap into the strengths their diversity brings - you position
yourself for higher-quality output.
3. Deliver products, services and experiences that solve
an unmet need
Black Panther, Wonder Woman, and Fenty Beauty didn’t earn the respect
and loyalty of their customers just because they showed up. They are reaping
the benefits of their target customers because they delivered products that
demonstrated they understood their customers’ unique challenges.
Nubian Skin is a fashion company that specializes in providing nude
lingerie to women of color. Founder Ade Hassan started the company after
being frustrated that she couldn’t find nude hosiery that matched her skin
tone. Since launching a few years ago, the brand’s products have been worn
by Beyoncé and her dancers on tour, as well as by the cast of the blockbuster
film Hidden Figures.
There may be times when the unmet need will become obvious as you
start to learn more about your customers. Other times, you may have to dig
deeper to uncover the insights. But the more you work to find ways to add
value and serve these worthy customers, in time you