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| Tuesday, 18 Dec 2018
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Be prepared to offer services to a diverse market by 55+Magazine

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What is "diversity"?

Diversity is the term that’s in style.…

It seems that in business we have “sexy” words and concepts, or words and concepts that become more fashionable.

Years ago the “in” word was “multicultural.” Then the word “intergenerational” became fashionable. Through the years those words have lost their caché as part of the marketing strategies and wording of many companies.

Today we see, hear and use the word “diversity,” and on many occasions diversity is being use by large and small companies to refer to the LGBT community. So what is diversity?

Diversity is a commitment to recognizing and appreciating the variety of characteristics that make individuals unique.

Examples of these characteristics are age, culture, disability (mental, learning or physical), economic background, education, ethnicity, gender identity, language, marital or partner status, physical appearance, political affiliation, race, religious beliefs, and sexual orientation.

Understanding the society around you is as important as understanding your product. In today’s market, understanding diversity in society can tremendously help a company to reach its goals far beyond its forecasts.

Diverse markets are seriously contemplated by many companies, and for some of them, have become their primary markets of concentration. Many companies were able to adjust their products and services to diverse markets. They have also learned to understand their workforce by creating diversity awareness and training programs.

 Are you prepared to offer services to a diverse market?

We like to believe that everyone wants to target a new market without regard to its diversity.  At 55+ Magazine and Network, we are dedicated to accommodating any and all segments of the population.  The key to being prepared to service a diverse market is through understanding their likes and dislikes, needs, wants, expectations and philosophies.  Many companies do not take the time to understand the specific needs of the new market they are trying to reach.

Sensitivity training is crucial.  Companies should learn how to be sensitive to the many types of individuals that make up these diverse markets. This sensitivity must include not labeling or discriminating while you are selling your product.

A good example of this is a company that puts a rainbow flag outside of its business and now considers itself LGBT friendly.  There is so much more to understanding your diverse market than a mere gesture.

Always remember that diverse markets are part of our society.  Their members went to school just like everyone else, many of them are very successful, and many of them have been dealing with discrimination issues -- personally, professionally and socially -- throughout their lives.  Be knowledgeable, be sensitive, and above all, be human.  The diverse market needs your services and products just like anyone else does.

At 55+ Magazine and Network, we are dedicated to be an all inclusive organization where respect, knowledge, ethics, and professionalism are, and always will be, the basis of our reputation and success.

 

Learn how to offer services to a diverse market

Once you have decided that you are interested in marketing your products and services to a diverse community, you need to do your homework.

The key to being prepared to service a diverse market is through understanding their likes and dislikes, needs, wants, expectations, and philosophies on life.  Many companies do not take the time to understand the specific needs of the new market they are trying to reach.

At 55 + Network we can help you understand, learn, and properly position your product or service to the new market that you or your company would like to target.