When it comes to advertising inclusively, it is something which is extremely difficult to achieve entirely. However, when done correctly, it can build an incredible rapport between the brand and its’ consumers.

So, what is inclusive advertising?

Inclusive advertising is “marketing that considers diversity in all forms. This includes age, appearance, ethnicity, and gender identity. As well as language, socio-economic status, religion/spirituality, and physical/mental ability [1]”.

It can be argued that including all forms of diversity within one ad campaign is almost impossible to achieve. Therefore, the key to connecting with all audiences seems to be building diversity within the brand as a whole over time. Currently, a previously conducted study found that the majority of consumers within the UK feel massively under-represented.

• “72% of people feel most advertising doesn’t reflect the world around them
• 63% don’t see themselves represented in most advertising
• 60% don’t see their community of friends, family and acquaintances represented accurately [2]“

What can be done to improve these statistics?

Embracing diversity goes beyond reaching out to audiences only during Black History Month, Pride Month, or Chinese New Year. It goes beyond including racially diverse imagery within ad campaigns. It is about “creating marketing campaigns that will resonate with all people from all backgrounds and walks of life [3]“, and this needs to be done all year round.

Here are just a few of many ad campaigns that have hit the nail on the head with their inclusive marketing efforts. These brands have also shown an overall consistent, inclusive approach throughout their ad campaigns.

Amazon Alexa’s “What is Love?” Campaign

This 90-second spot features people of all different backgrounds, being asked to share what love means to them. Not only does this campaign include diversity within its choice of individuals, but it also promotes a sense of togetherness; asking people to become one inclusive community on the basis of love. On the basis of this campaign, Amazon have now programmed Alexa to share the voice of a real person when asked “What is love?”

Virgin Atlantic’s “See the World Differently” Campaign

Similarly to Amazon, Virgin Atlantic have used this 60-second spot to include diversity and encourage everyone, from their crew members to their passengers, to openly be who they are. This spot features people from all different ethnic backgrounds, ages and genders come together to fly with them and ends the advert with “see the world differently”.

Clearly, the importance of inclusive advertising goes beyond ticking boxes. Not only is it quite simply the right thing to do, but it has also been proven that “consumers from underrepresented and underserved communities are often more loyal to the brands who take the time to serve them in a way that makes them feel like they belong [4]”. Evidently, inclusive marketing is the way forward for continued consumer loyalty, improved brand reputation, and overall diversity awareness.

Saniya Saleem

Sourcing

[1]https://www.texthelp.com/en-gb/resources/digital-accessibility-guide/inclusive-marketing/#:~:text=Inclusive%20marketing%20is%20marketing%20that,of%20different%20groups%20of%20people.

[2]https://www.texthelp.com/en-gb/resources/digital-accessibility-guide/inclusive-marketing/#:~:text=Inclusive%20marketing%20is%20marketing%20that,of%20different%20groups%20of%20people.

[3]https://www.texthelp.com/en-gb/resources/digital-accessibility-guide/inclusive-marketing/#:~:text=Inclusive%20marketing%20is%20marketing%20that,of%20different%20groups%20of%20people.

[4]https://www.forbes.com/sites/soniathompson/2023/01/21/5-consumer-expectations-for-brands-engaging-in-inclusive-marketing-in-2023/