Politics and diversity share an inseparable bond, since political parties aspire to represent all the diverse layers of society.
Within this realm, data assumes a pivotal role, capturing essential trends and insights for shaping political strategies. However, the underrepresentation of women and other minorities in politics is mirrored in data collection, especially in areas like health or education. This gap highlights the need for inclusive data in developing communication strategies and targeted campaigns. Without comprehensive data, politicians will have difficulty connecting with key segments of the electorate.
We delve into optimal strategies for harnessing your demographic database to develop a political campaign that is both nuanced and well-informed. It is essential to approach this with sensitivity and authenticity to build meaningful connections with voters.
Why gender data matters now
The European quest for a more secure digital landscape is causing a headache for advertisers. Under the Digital Services Act regulation, users are poised to reclaim control over algorithms, gaining the ability to opt-out of profiling. Furthermore, targeted advertising is set to encounter significant obstacles, as the EU sets its sights on banning ads aimed at minors or leveraging sensitive data, including sexual orientation, political views, religion or ethnicity.
However, within the data lexicon, user details like name, address, email, age or gender fall under the umbrella of personal information, escaping the strict grasp of European law.
Where to find the best data
In seeking data sources, consider internal user databases, governmental or institutional statistics, and social media metrics—they’re often a goldmine. But beware — these sources predominantly grapple with the conventional male-female gender dichotomy, leaving the nuanced realm of gender identification uncharted.
Partner with specific NGOs or advocacy groups dedicated to addressing this gap. Independent studies conducted by these organisations can offer a panoramic view of the primary political concerns influencing each gender group. Should their priorities align with your agenda, drawing conclusions on tailoring content for a targeted political campaign becomes a strategic endeavour.
Getting to know your supporters better
When it comes to embracing diversity, a potent tool for gathering insightful data at your disposal are surveys. These questionnaires go beyond the surface, delving into individual gender identities and probing into the core political concerns of gender groups.
A startup consultancy firm recently sought my assistance in crafting a data analysis derived from a survey they had conducted, focusing on queer entrepreneurs. The scarcity of openly available data was startling to everyone involved. The insights they uncovered about the entrepreneurial experiences within the queer community made a lasting impression.
Digging deeper into the intricacies of your supporters’ identities and concerns is not just a strategy; it’s a demonstration of genuine care. “Asking someone is better than any data modelling you’re ever going to find, so what the data modelling does is help you figure out who are the right people to ask,” said Colin Delany, a digital consultant, according to Reuters.
By showcasing your interest in their issues and acknowledging matters tied to their identity, you’re fostering a sense of loyalty. Keep in mind that when crafting surveys, your existing supporter base is a valuable resource. Databases of trust can also be built with the aid of reputable pollsters or official governmental statistical data.
Consider highlighting key focuses from your agenda and creating a priority grading system in the survey. You can also ask what is the perceived impact of existing policies in order to understand expectations.
It’s crucial to employ language that is inclusive of all genders. This will ensure that the questionnaire is respectful and culturally competent.
Don’t shy away from open-ended questions, as diversity, by its very nature, refuses to be confined to neat categories.
Pro tip: when delving into gender identification, steer clear of limiting options to male-female-other. This three-way classification risks alienating minorities. Opt for inclusivity by listing a range of common gender identifications, and complementing it with an open box for those beyond the conventional spectrum.
Pro tip #2: respect the personal boundaries of your participants; no one is obliged to disclose this kind of personal information. Tailor your focus based on the results obtained. Make the gender question optional to pique interest, appealing to conservatives and those in self-discovery alike.
Under the General Data Protection Regulation, explicit consent from the user is necessary. For enhanced openness, clearly outline the survey’s scope to encourage participation.
Unlocking inclusivity: bridging gaps through gender-driven data strategies
A dataset that delves into the intricacies of gender identity not only offers exclusive insights into your supporters’ identities but also serves as a tool to comprehend and potentially combat discrimination. Beyond that, such a survey acts as a safeguard, preventing assumptions or generalisations about the diverse needs and preferences within these communities.
Once you’ve pinpointed your target audience, you can tailor specific messages. Crafting inclusive and respectful messaging for diverse gender identities is paramount. Steer clear of language that perpetuates stereotypes or marginalises subgroups. The key lies in segmenting your digital campaign to reach each distinct group.
In social media, consider adopting contextual targeting – a strategy that enables you to seamlessly deliver ads to individuals engaged in specific topics.
The AI Advantage
AI can also help you elaborate strategies for diverse demographics. Here are some ideas to get you started:
- AI excels in segmenting by age, gender, location, interests, and behaviour, creating the foundation for precisely targeted campaigns.
- Leverage AI’s prowess in data analysis to unearth the latest trends within your targeted communities.
- Let AI take the lead in predicting interested audience segments, optimising the precision of your campaign targeting.
- Harness the personalization capabilities of AI, tailoring content and messages to reach diverse audiences.
A word of caution: protect anonymity by processing data before it enters the AI algorithms.
In digital communication, make data analysis and market research vital components of your strategy. Acknowledging the complexity and diversity within the target electorate allows for a more nuanced and inclusive political campaign strategy.
Best practices when collecting SOGI (Sexual Orientation and Gender Identity) data:
Examples of gender datasets:
