Listening Louder: Elevating Marginalized Voices Through Data

 

by Nycole Walsh

February marks the beginning of Black History Month. It’s closely followed by Women’s History Month, Pride Month, Juneteenth, and other key cultural moments geared towards uplifting historically marginalized communities.

Many brands want to engage in these conversations, and for good reason! Demonstrating to your audience that you’re committed to serving people of all backgrounds and identities is a boon for brand trust, but a haphazard approach can quickly backfire. There’s a risk of coming across as performative or tone-deaf, especially if internal diversity is still a work in progress.

Let’s be clear here: this isn’t a reason to avoid posting for Black History Month or Pride altogether. It just means you need to think a little harder about how you can convey the authenticity and intention behind related brand efforts. One way to ensure this is by centering your content around real data and insights from the communities being highlighted, rather than making assumptions.

Here are five ways data can add authenticity to your campaigns.

1. Data puts real voices in the spotlight.

Instead of guessing or generalizing, try surveying and analyzing feedback from the actual communities involved. This ensures their voices lead the conversation. It shifts the focus from corporate messaging to lived experiences and concerns.

Example: A brand wanting to support Black History Month collects data on the economic impacts of Black-owned businesses or the workplace experiences of Black professionals within a certain industry.

2. Data prevents stereotypes and generalizations.

Without real insights, content can fall into broad generalizations that flatten diverse experiences. But numbers don’t lie! A research-driven approach reveals compelling nuances, like differences in perspectives based on industry, region, or identity intersections.

Example: LGBTQIA+ individuals in the tech industry might face different challenges than those in healthcare or finance. Data helps bring out these distinctions instead of painting communities with a broad brush.

 

3. Data builds credibility and trust.

Marginalized communities are often skeptical of corporate allyship, particularly when efforts feel opportunistic or canned. Sharing research-backed insights – especially those paired with actionable takeaways – signals a deeper commitment than just performative support.

Example: If a company releases a Pride Month campaign, including findings on workplace inclusion or mental health disparities can make the message more impactful and less self-serving.

4. Data creates space for underrepresented perspectives.

Traditional media and marketing narratives often exclude or overlook marginalized voices. Conducting research amplifies these perspectives and gives people the opportunity to share their realities – on their terms.

Example: A Women’s History Month campaign could highlight survey results on gender pay gaps, leadership barriers, or the impact of caregiving responsibilities on career growth.

5. Data should drive actionable change – not just content.

Research shouldn’t just be about filling out a content calendar. It should inform policies, products, and both internal and external initiatives. By quantifying disparities, challenges, and opportunities, brands can make real changes instead of empty statements.

Example: A brand learning that Black employees experience mentorship gaps at a higher rate could create targeted mentorship programs, instead of just posting a social media tribute.

 

Moving beyond awareness to impact

Changing your profile picture on social media to the rainbow flag for a month and calling it a day isn’t enough. Engaging in conversations around social issues and disenfranchised communities requires more than just surface-level participation.

By using data to highlight marginalized voices, brands can create content that is meaningful, insightful, and impactful. Analyzing the real experiences of real people can help companies identify opportunities for internal growth; it helps you walk the walk instead of just talking the talk.

It’s something we take seriously at Kickstand. An agency founded and led by women, we’re committed to highlighting the unique challenges women face in the workplace and using data to effect positive change (download our Balancing the Boardroom study to learn more). Because we know the best way to show support for a community is to listen, learn, and amplify their realities – not just assume them.