As brands plan for how to grow and include more people, a wonderful place to start is by listening to consumers. Tune in to what people are saying on social media, the feedback they are giving you directly, and conversations they are engaging in elsewhere to identify ways you can make more people feel like they belong with you.
That’s what digital invitation platform Evite did earlier this year when it expanded its line of invitations for its parenthood journey. Evite chief marketing officer Karen Graham told me the idea to turn their attention to this area came from actress, writer, producer, and fertility advocate Kellee Stewart starting a conversation with them on Twitter about it.
