Making Marketing More Inclusive

Marketing has the power to shape perceptions, influence culture, and connect people. But what happens when a campaign unintentionally excludes a group of people? What happens when someone looks at an advert or a brand message and feels unseen, unrepresented, or even alienated? These are the moments when marketing falls short of its true potential.

We live in a world that’s beautifully diverse in culture, race, gender, abilities, age, and experiences. Yet, for far too long, many marketing campaigns have failed to reflect this richness. Inclusive marketing isn’t just a buzzword or a nice-to-have; it’s a necessity. It’s about making sure that everyone feels valued, acknowledged, and represented in the stories we tell and the products we promote.

But creating campaigns that speak to everyone isn’t always easy. It requires intentionality, empathy, and a willingness to learn and listen. In this article, we’ll explore why inclusivity in marketing matters, share real-world examples of brands that got it right (and a few that didn’t), and provide actionable tips to help you create campaigns that truly connect with your audience. Because when marketing becomes more inclusive, it doesn’t just benefit the audience it benefits us all.

Why Inclusive Marketing Matters

Inclusive marketing is about more than just ticking boxes or putting diverse faces in an advert. It’s about genuinely reflecting the people you serve and creating campaigns that resonate with a variety of lived experiences.

1. It Builds Connection and Trust

Consumers are more likely to engage with brands that reflect their values and experiences. A study by Accenture revealed that 41% of consumers have shifted their loyalty to a brand that demonstrates inclusivity in its messaging and actions. When people see themselves represented in marketing, they feel seen, valued, and understood and that builds trust.

2. It Expands Your Reach

Exclusion is costly. When your campaigns fail to consider diverse audiences, you miss out on connecting with entire segments of the population. Inclusive marketing, on the other hand, allows you to broaden your reach and engage with more people.
According to a Nielsen report, African-American consumers in the US spend over $1.2 trillion annually, yet they often feel overlooked by mainstream advertising. Similarly, in the UK, the purchasing power of people with disabilities is estimated at £274 billion annually. Inclusive campaigns tap into these underserved audiences, creating opportunities for growth.

3. It’s the Right Thing to Do

At its heart, inclusive marketing is about fairness and respect. It’s about recognising that everyone deserves to be represented, regardless of their background, identity, or abilities. By prioritising inclusivity, you’re contributing to a more equitable and compassionate world.

Examples of Inclusive Marketing

Brands That Got It Right

1. Fenty Beauty
   Rihanna’s Fenty Beauty revolutionised the cosmetics industry by launching with 40 shades of foundation, catering to a wide range of skin tones. The campaign wasn’t just about the product – it was about the message: beauty is for everyone. This inclusivity struck a chord with consumers and set a new standard for the industry.

2. Maltesers
   In one of their most celebrated campaigns, Maltesers featured disabled actors in humorous adverts that normalised disability without making it the focus. The campaign was praised for its authenticity and for challenging stereotypes in a light-hearted way.

3. Nike’s “You Can’t Stop Us” Campaign
   Nike’s powerful advert celebrated diversity in sport by featuring athletes of all genders, ethnicities, and abilities. The split-screen editing seamlessly connected different athletes, sending a clear message: we are all united by our drive to move forward.

When Brands Miss the Mark

Inclusivity requires care and sensitivity. When brands take a tokenistic approach or fail to do their homework, it can backfire. For example:

• Pepsi’s 2017 advert with Kendall Jenner attempted to address social justice issues but was widely criticised for trivialising protests and failing to reflect the reality of activism.

• H&M’s “Coolest Monkey in the Jungle” hoodie sparked outrage for its lack of cultural awareness and sensitivity.

These examples highlight the importance of consulting diverse perspectives and ensuring campaigns are thoughtful and informed.

Tips for Creating Inclusive Campaigns

If you’re ready to make your marketing more inclusive, here are some practical tips to help you get started:

1. Understand Your Audience

Inclusive marketing starts with understanding who your audience is. Take the time to research their needs, preferences, and experiences. Look beyond stereotypes and avoid making assumptions. Use surveys, focus groups, and social listening to gather insights from diverse segments of your audience.

Example
A children’s toy company discovered through research that many parents of children with disabilities felt excluded by mainstream advertising. By featuring children with disabilities in their campaigns, the company not only increased sales but also built a strong emotional connection with their audience.

2. Diversify Your Creative Team

The people behind your campaigns should reflect the diversity you want to represent. Having a diverse team ensures that different perspectives are considered and reduces the risk of unintentional bias.
Hire creatives from different backgrounds and encourage collaboration. If your team lacks diversity, consult external experts or organisations.

3. Be Authentic, Not Tokenistic

Representation is important, but it must feel genuine. Avoid using diversity as a marketing gimmick or featuring diverse faces without addressing their stories or experiences.

Tip:
Ask yourself, “Why are we including this representation?” If the answer is purely for optics, reconsider your approach.

4. Use Inclusive Language

Words matter. Ensure your messaging is inclusive, avoiding language that reinforces stereotypes or excludes certain groups. For example, instead of addressing an audience as “ladies and gentlemen,” use gender-neutral terms like “everyone” or “folks.”

5. Test Your Campaigns

Before launching a campaign, test it with diverse focus groups to identify any potential blind spots. Their feedback can help you refine your messaging and avoid missteps.
A global fashion brand tested their advert featuring models from different ethnic backgrounds. Feedback revealed that the lighting used didn’t properly highlight darker skin tones. The brand adjusted the campaign to ensure everyone was represented equally.

6. Highlight Stories, Not Stereotypes

Inclusive campaigns should celebrate people’s individuality and experiences rather than reducing them to clichés. Instead of portraying older adults as frail or inactive, a fitness brand showcased older athletes breaking records, challenging stereotypes about ageing.

Inclusive marketing isn’t just a trend it’s a responsibility. It’s about creating campaigns that reflect the world we live in, where everyone feels seen, valued, and respected. When brands embrace inclusivity, they don’t just connect with their audiences they build trust, loyalty, and a lasting impact.

But inclusivity requires effort. It demands research, empathy, and a commitment to learning. By understanding your audience, diversifying your team, and approaching campaigns with authenticity, you can create marketing that speaks to everyone.

Marketing has the power to unite, inspire, and uplift. By making it more inclusive, we can create a world where everyone feels like they belong and that’s a future worth working towards.