Inclusive marketing is all about being intentional about which consumers you will serve. Many brands engage in exclusion marketing, simply because they don’t take the time to think about all the different types of customers who have the problem their brand solves, and thus fail to consider what specific needs some of them may have to use their product successfully.
Degree Deodorant realized that people who are visually impaired, and people with upper limb mobile disabilities are also people who need to use deodorant. Historically, the product design of deodorants were not conducive for people with these physical disabilities to use with ease.
This week, Degree Deodorant decided to intentionally serve these two groups of customers by introducing Degree Inclusive, a deodorant with a product design exclusively for people with visual impairment and upper limb mobile disabilities.
Kathryn Swallow, Global Brand Vice President for Degree, says that they are a brand that’s “committed to inspiring confidence in everyone to move more,” and that “no one should be held back from experiencing the transformative benefits of movement.”
One in four people in the U.S. has some form of disability, and far too many brands don’t take this into account, which leaves many of these customers underserved.
Swallow explained that eliminating barriers to movement for people with disabilities will become more of an industry norm.
“More than 60 million people in the U.S. live with a disability, yet products and experiences are still not designed with this community in mind. With Degree Inclusive, we hope to inspire bold action across the industry to ensure that people with disabilities have an equal playing field.”
Here are elements from Degree’s process in bringing this product to market that you can adopt to develop products, services, and experiences that are more inclusive — particularly for more customers who are traditionally underserved.
Identify barriers to using your product
Make a list of all the different types of customers who have the problem your brand solves. Then identify if there are any barriers—either in your existing product, service and experience offering, or in the industry as a whole that prevents otherwise willing consumers from engaging with and buying from your brand.
Nike did this recently with the Go FlyEase hands-free show they designed specifically for adaptive athletes.
Co-create products exclusively for underserved communities
Once you better understand how you can better serve communities within your industry that have traditionally been ignored or underserved, don’t feel like you have to figure out how best to meet their needs on your own.
Deepen your degree of customer intimacy by co-creating products, services, and experiences that work for these groups. Degree is working on a beta program with 200 people for the Degree Inclusive deodorant to ensure they end up with a final product that delivers an experience that enables their customers to achieve success.
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May 01, 2021 at 03:10AM
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Degree Launches Accessible Deodorant To Serve People With Disabilities - Forbes
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