Diversity in IT Marketing

More and more young people no longer want to see the same homogeneous content we are used to from past decades. Media and topics that deal with a variety of ethnic groups, sexualities, religions, and people with physical disabilities are in demand.


What is inclusion?

Every person is different and a recognized part of society. We benefit from the diversity of individuals. This diversity in which we live, and no illusory reality, we present – that is inclusive marketing.


Facts and figures:

According to a survey by Accenture, this cultural change is already influencing buying behavior: 41% of shoppers “no longer buy from retailers that don’t show how important identity and diversity are to them.” The same study shows that 29% of all consumers are willing to switch brands completely if they don’t show enough diversity. This percentage is even higher for ethnic minorities and the LGBTQ+ community.


With few exceptions, the marketing of Austrian IT companies is characterized by sterile product images, digital network worlds (which somehow nobody knows) and pale portraits with downscaled personalities.

We need to move away from digitally emotionally hollowed-out exchange content – personality and differentiation are needed again, so that we can live openness and diversity in the team, image and video material.

However, there is still a long way to go before we can talk about real diversity and inclusion in IT in general.


More information:


Anyone who has had the opportunity to get to know the old Microsoft office in Vienna can get an idea of what diversity & inclusion means to Microsoft. One experiences special visuals, clips, guided tours with people with disabilities and much more.





Interview with CMO Lorraine Twohill, https://www.thinkwithgoogle.com/intl/de-de/zukunft-des-marketings/management-und-unternehmenskultur/vier-dinge-die-wir-ueber-inklusives-marketing-gelernt-haben/






Amazon Web Service

Already in 2017, there was an initiative “DIVERSITY IN TECH” on the topic of equality and inclusion






Diversity has been an essential part of the Italian fashion label’s success story:  https://www.horizont.net/marketing/nachrichten/50-Jahre-Benetton-Die-besten-Kampagnen-137404


Other information:



23 Dec
Diversity in IT Marketing