The inclusion gap

Waking up to the commercial power of diverse and inclusive marketing

According to research carried out by Adobe, 38% of consumers are more likely to trust brands that do well with showing diversity in their ads[5], with the percentage growing even higher among marginalized consumer groups. In addition, Facebook reported that 64% of audiences in the US, the UK, and Brazil would like to see more diversity in advertising[6]. With percentages like these, you can see the growth potential for brands which take the time to think carefully about their DE&I strategy.

In recent years we’ve seen some of the world’s leading brands aligning their DE&I strategy with their commercial strategy and delivering both positive social impact and sales as a result. Those brands include Disney, who is working to evolve the narrative for inclusivity and empowerment both on and off screen by shining a light on marginalized consumer groups. In fact, Disney’s “local-language Originals” division is the result of the company’s commitment to address past errors and source, develop, and produce content telling stories that reflect Disney’s modern international audience.

“Delicacies Destiny” COURTESY OF DISNEY

This fall, Disney unveiled its first major slate of 18 Originals from the Asia-Pacific region in a bid to share “authentic stories that reflect the unique cultural and social dynamics from this region” – and win market share in a crucial region weeks after a rival scored major success with Squid Game. The brand understands that if it wants to keep hold of its reputation as a creative powerhouse, it needs to create content that appeals to diverse global audiences and ensure that there continues to be something for everyone to enjoy.

In addition, Disney is also trying to address gender stereotyping by producing new superhero series, like “Ms. Marvel” (2021) and “She-Hulk” (2022), featuring female leads. Ms. Marvel is also the first Muslim superhero to have her own Marvel comic series, which further demonstrates Disney’s commitment to DE&I. Disney has started to shift its focus away from traditional male-centered narratives, recognizing that women were being alienated and that roles which portrayed fixed and rigid expressions of masculinity were not going to endure in the modern world.

“Ms. Marvel” COURTESY OF DISNEY

Of course, these evolving narratives are crucial to the brand’s longevity, but it goes further than this. Just as we saw with Nike, these shifts represent significant commercial opportunities to tap into new consumer bases and increase global sales. By ignoring global trends and social movements, Disney would be limiting its sales potential.

Changing attitudes

Kirsteen Campbell. COURTESY OF THE MACALLAN

The Macallan also understands the importance of promoting gender equity, recognizing that whisky has been stereotypically entrenched in masculinity and that, as a result, there are barriers to whisky drinking for women. The brand is now being proactive in removing those barriers and leading positive change from within – and in 2019, Kirsteen Campbell became the first woman to hold the title of Master Whisky Maker. However, it’s not just a case of increasing the diversity of your recruitment pool, or improving your HR policies; real change has to be aligned with a brand’s overarching purpose, and to enact real change, brands can and should use commercial business cases to justify marketing decisions and create lasting cultural change.

We worked with The Macallan’s brand team to demonstrate the diversity of their customers around the world and highlight the ways in which “traditional” or “established” attitudes towards whisky consumption could be seen as alienating to a significant portion of modern whisky drinkers. As a result, they recognize that cultural understanding and connection is a brand imperative and see the shifting social landscape as an opportunity to become more accessible to more people. Just as with Nike and Disney, The Macallan’s marketing team now understands the significant commercial opportunities that inclusive marketing creates – and the knock-on benefits in our wider society.

Durex is another client which recognizes the importance of more socially diverse, consumer-led marketing. The brand traditionally focused on heterosexual, cisgendered experiences rather than people of different genders and sexual orientations. However, in recent years the company has taken steps to become more inclusive, aligning itself with the LGBTQ+ community and launching a “My Sex, My Way” campaign in 2021.

OOH Advert, My Sex My Way. COURTESY OF DUREX

The campaign acknowledges that sexual confidence comes with being true to ourselves, but that for the LGBTQ+ community this can be harder to achieve because sexual diversity is not normalized. Durex’s ambitious goal with the campaign is to change the way the UK talks about sex so that a wider range of experiences will be normalized and accepted. Durex has positioned itself as a facilitator for these conversations because it understands both the moral need to support the LGBTQ+ community, but also sees a significant opportunity to expand its consumer base.

As our clients, all of these brands have taken ambitious steps to deliver a more inclusive brand experience while simultaneously driving commercial growth. They recognize that DE&I initiatives should never be viewed simply as a cost line, or a box-ticking exercise. According to Facebook, 54% of consumers don’t feel culturally represented in online advertising[7], so you can see the need for brands to develop their social awareness – and imagine the impact this might have on their commercial growth when they do.

3 things to think about

When tackling the challenge of marketing that’s diverse, equitable, and inclusive, brands should keep these things top of mind:

1. Let the money do the talking (in the boardroom).
In every example we’ve discussed, the business case for change was unquestionable. DE&I shouldn’t be a cost line to be swallowed somewhere in the marketing budget. Instead, reframe it as an outstanding opportunity to tap into as yet underserved and underrepresented audiences – and access new growth.

2. Be humble.
Established brands often have historical baggage when it comes to DE&I. Find it, recognize it, and own it – then move forward. Demonstrate how you plan to change your narrative and make a positive impact on society. Establishing trust with a previously ignored or insulted audience takes humility, concerted efforts, and time.

3. Act now.
It’s still shocking that so many brand marketing teams are failing to see the significant opportunities a more consciously diverse, equitable and inclusive strategy can deliver. There’s no excuse: the data and our consciences demand action, so make it your business to make a meaningful change in 2022.