What Role Does DEI Play in Black Friday and Cyber Week Marketing? [2024 DEI Resources] [Video]

How was your Black Friday and Cyber Week shopping? Did you notice campaigns that felt personal or meaningful? Maybe an ad featured people who looked like you, or a store celebrated traditions you hold close. These moments weren’t by chance—they’re examples of how diversity, equity, and inclusion (DEI) are transforming marketing.

Think about this: 78% of shoppers say they prefer brands that reflect diversity in their advertising. That’s because inclusive campaigns aren’t just ethical—they’re impactful. They make people feel seen. And in today’s world, that matters more than ever.

Why Shoppers Expect More Than Just Discounts

Holidays like Black Friday and Cyber Week aren’t just about discounts—they’re opportunities to connect with a wide variety of customers. Shoppers come from all walks of life, bringing different cultures, traditions, and expectations. Inclusive marketing helps brands say, “We see you.”

Last year, I walked into a store during Black Friday and noticed a beautiful Lunar New Year display. It wasn’t just the products that caught my attention—it was the …