What Is An Inclusive Brand Strategy and Why Is It Important?
Jump straight to the Inclusive Brand Audit here.
Jump to Case Studies.
Defining Inclusive Brand Strategy —
Inclusive Brand Strategy, also known as DEI (Diversity, Equity, and Inclusion) Brand Strategy, is a comprehensive approach that integrates principles of diversity, equity, and inclusion into all aspects of a brand’s operations, communication, and engagement.
It aims to create a more equitable and inclusive environment and brand by ensuring the brand’s values, messaging, and practices reflect a commitment to recognising and valuing diverse perspectives, addressing systemic inequalities, and fostering a sense of belonging for all stakeholders, including employees, customers, and the wider community.
This strategy enhances the brand’s reputation and relevance in a diverse market, drives innovation, improves employee satisfaction, and builds stronger, more authentic connections with a broader audience.
Inclusive Brand Strategy goes beyond representation in marketing and advertising. Authentically inclusive brands speak to all groups, including marginalised and underrepresented communities, in ways that break stereotypes and show genuine understanding and recognition.
At its core, Inclusive Brand Strategy is driven by the belief that diverse, equitable, and inclusive organisations are more lovable, innovative, and sustainable. These beliefs inform how brands present themselves both internally (culture and processes) and externally (brand messaging and positioning).
A decorative illustration featuring businesspeople building a rainbow-coloured structure Source: Midjourney
Key Components of an Inclusive Brand Strategy —
In the context of DEI Brand Strategy, these three terms are interconnected and work together to create a brand that is truly inclusive.
Diversity: This refers to the variety of identities and backgrounds represented within your brand. In the context of DEI Brand Strategy, it means being able to reach a broader audience and encompasses factors like:
Race and ethnicity
Gender identity and sexual orientation
Age
Ability (physical and neurocognitive)
Religion
Socioeconomic background
Equity: Equity ensures everyone has the opportunity to connect with and benefit from your brand by creating a level playing field. In the context of Brand Strategy, this means examining your practices to ensure fairness throughout the customer journey. Here are some aspects to consider:
Accessibility: Are your products and services accessible to people with disability? This includes website design, product features, and marketing materials.
Marketing campaigns: Does your marketing represent a wide range of people in a way that feels authentic and respectful?
Pricing and product development: Are your products and services affordable and relevant to people from various backgrounds?
Inclusion: Inclusion refers to creating a welcoming environment where everyone feels valued and respected. Inclusion promotes a sense of belonging and ensures your brand resonates with a wide audience. Here are some areas which you can incorporate inclusion in your brand strategy:
Employee engagement: Do you create a culture where employees feel comfortable sharing their ideas and experiences?
Customer service: Does your customer service team provide responsive and respectful support to everyone, regardless of background?
Brand messaging: Does your brand voice and imagery represent your commitment to diversity?
Community engagement: Does your brand build relationships with diverse communities and actively listen to their needs?
The Benefits of an Inclusive Brand Strategy —
Brands that dominate in their field are future-focused and customer-obsessed. They also integrate DEI principles across the organisation, including operations, product design, distribution, and other commercial activities.
Here are a few key reasons why inclusive branding and inclusive marketing strategies are crucial for businesses:
Increased Customer Engagement: When brands create marketing campaigns and products that reflect the diversity of their audience, they are more likely to resonate with customers on a deeper level. Inclusive brands show that they value all individuals, regardless of their background or identity, which can lead to increased customer loyalty and engagement.
Positive Brand Image: Inclusive brands are seen as forward-thinking, socially responsible, and empathetic. By showcasing diversity in their marketing materials and product offerings, brands can build a positive reputation and attract a broader customer base. Consumers are more likely to support brands that align with their values and beliefs, making inclusivity a key factor in shaping a brand's image.
Competitive Advantage: In today's competitive marketplace, standing out from the crowd is essential for businesses. Inclusive brands have a unique advantage over their competitors by appealing to a diverse range of customers and creating a more welcoming and inclusive environment for all individuals. This can set them apart from brands that fail to prioritize diversity and inclusivity in their marketing strategies.
Social Impact: Inclusive branding goes beyond just marketing tactics; it has the power to drive positive social change. By promoting diversity and inclusivity in their messaging, brands can help challenge stereotypes, break down barriers, and promote equality and acceptance in society. Inclusive brands have the opportunity to be leaders in advocating for social justice and fostering a more inclusive world for all.
The Inclusive Brand Landscape —
The brand landscape is always shifting. In fact, the only thing we can be uncertain about is how uncertain it is.
This is why it is crucial for brands to remain adaptable, open-minded, and responsive to the shifting needs and expectations of diverse audiences.
In fact, research indicates that in most industries, the perception of inclusion greatly influences consumers' likelihood to make purchases and their willingness to recommend products and services. Here are just a few examples of how consumer demands are shaping the Inclusive Brand Landscape:
According to a study by Accenture, 41% of consumers are more likely to support companies that prioritise inclusivity and diversity in their marketing.
A survey by Kantar found that 64% of consumers around the world say they are more likely to trust a brand that shows diversity in its advertising.
Research by Adobe revealed that brands that prioritise diversity and inclusion in their marketing campaigns are more likely to see a 36% increase in average order value.
A study by Nielsen reported that 73% of consumers are more likely to purchase from a brand that demonstrates inclusivity in their advertising.
According to data from Google, searches for terms related to diversity and inclusion in marketing have increased by 200% over the past five years.
A report by McKinsey & Company found that companies with diverse and inclusive marketing campaigns are 35% more likely to outperform their competitors.
How is Inclusive Brand Strategy different to Inclusive Marketing? —
Inclusive Brand Strategy and Inclusive Marketing are closely intertwined concepts that work together to create a brand identity that resonates with a diverse audience. Here's how they connect:
Inclusive Brand as the Foundation:
An inclusive brand has a core commitment to diversity, equity, and inclusion (DEI) throughout its organisation. This includes its company culture, employee demographics, product development, and brand messaging.
It actively seeks to understand and represent the needs and perspectives of diverse customer segments.
Think of it as the company's overall philosophy and approach to DEI.
Inclusive Marketing as the Voice:
Inclusive marketing is the practical application of an inclusive brand. It's how the brand communicates its values and messages to the public.
It uses strategies that ensure accessibility, avoid stereotypes, and authentically represent diverse audiences in its advertising, social media content, and marketing campaigns.
Think of it as the specific tactics and strategies used to bring the inclusive brand to life.
How can I measure my brand is diverse and inclusive? —
The right Inclusive Brand Framework will depend on your business type and industry. Our sweet spot is in helping consumer brands so the framework we designed supports the goals and avenues in that field.
Below are a few questions that help identify how "healthy" your brand is when it comes to Reach, Representation & Authenticity, Accessibility, Social Responsibility, Reputation and Responsiveness. If you'd like to see how your brand tracks along these factors, we've linked our free, mini Inclusive Brand Audit towards the end.
Pillar 1: Reach
Reach refers to the extent to which a brand is engaging with the Total Addressable Market (TAM)* available. Questions we ask to ascertain your brand's Reach through a DEI lens include:
How well does your brand understand the demographics and needs of diverse communities within your Total Addressable Market (TAM)?
Does your brand marketing and advertising target a broad range of demographics?
*TAM is the largest possible market you could address with your product or service. Multiplying this number by the average transaction value represents the revenue opportunity that a company has if it has 100% of the market share and there is no competition.
Pillar 2: Representation & Authenticity
Representation & Authenticity measures the diversity of those portrayed across your brand's communication and storytelling, as well as how authentic and accurate the representation is. Questions we ask to ascertain your brand's Representation & Authenticity through a DEI lens include:
How well is your brand represented by diverse individuals across your marketing materials, including race, ethnicity, gender identity, sexual orientation, age, and ability?
Does your brand storytelling go beyond stereotypes and clichés when portraying diverse characters or situations?
Pillar 3: Accessibility
Accessibility refers to the extent to which a brand's target audience has access to information about the brand and its products and services. Questions we ask to ascertain your brand's Accessibility through a DEI lens include:
Does your brand offer customer service in different formats and languages?
Are you ensuring compliance with accessibility guidelines and regulations?
Pillar 4: Social Responsibility
Social Responsibility refers to the brand's commitment to creating a positive societal impact, including integrating DEI (Diversity, Equity, and Inclusion) themes into its vision and actions. Questions we ask to ascertain your brand's Social Responsibility through a DEI lens include:
Does your brand integrate social responsibility initiatives that address issues relevant to diversity and inclusion into its mission or vision?
Does your brand actively promote diversity, equity, and inclusion within your company culture and practices?
Pillar 5: Reputation
Reputation refers to the reputation of a brand (incl. employer brand) from its customers and employees. Questions we ask to ascertain your brand's Reputation through a DEI lens include:
Do you proactively analyse customer feedback across social media and online reviews to identify inclusion-related concerns and opportunities?
Do you actively benchmark your DEI practices against industry best practices and leading companies?
Pillar 6: Responsiveness
Responsiveness refers to the processes and behaviours that enable audience empathy and the ability to adapt in a dynamic market. Questions we ask to ascertain your brand's Responsiveness through a DEI lens include:
Are you aware of the barriers that customers might be experiencing - online and/or offline?
Does your brand actively listen to and analyse feedback across the customer journey from underserved audiences?
By adopting this framework, businesses can cultivate an inclusive brand strategy that not only aligns with societal values but also drives growth, loyalty, and positive brand reputation in an increasingly diverse marketplace.
Image Description: A colourful infographic titled ‘Inclusive Brand Framework’ with 6 different pillars: Reach, Representation & Authenticity, Accessibility, Social Responsibility, Reputation & Responsiveness.
Inclusive Brand Marketing Case Studies —
1. Mattel and "Barbie"
Years before the movie phenomenon, leaders at Mattel recognised a disconnect between consumer perceptions of Barbie and changing demographics. To address this, the company conducted extensive research to gauge consumer sentiment and identify market opportunities for more inclusive versions of the iconic doll.
The insights from this research paved the way for a comprehensive inclusion strategy that impacted various aspects of the brand, including product design, distribution, and commercial activities. In 2016, the company expanded the So in Style line of Black dolls to include more skin tones, eye colours, and hair types, and also introduced Barbies with a range of body types.
Mattel’s inclusion strategy affected all areas of the brand—product design, distribution, and commercial activities—and coincided with a period of significant growth. Barbie revenues increased 63% from 2015 to 2022—before the boost from the film.
An image of 4 Barbies on a pink background, each visibly different to one another such as one in a wheelchair, one that has no hair and one with a skin condition.
Image Source: CEO Insights
2. Aerie
Aerie successfully disrupted the lingerie market with a forward-thinking strategy that is firmly centred on inclusivity, authenticity, and body positivity. This approach stands in stark contrast to the exclusive and often unattainable image projected by competitors like Victoria's Secret, who were historically known for their less inclusive, male-focused marketing tactics and product lines.
Through the implementation of unretouched campaigns, showcasing a diverse array of models, and offering a broad range of inclusive sizing options, Aerie effectively captured the attention of a growing consumer base that craves authenticity and representation.
Aerie’s robust brand strategy, further reinforced by engaging community events like Aerie Real Talks, has not only resonated with consumers but also resulted in impressive double-digit revenue growth for six consecutive years, ultimately capturing an impressive 7% of the US lingerie market by the year 2021.
Aerie campaign GIF featuring women of all sizes, ethnicities and abilities.
Image Source: ADWEEK
3. Dove
Dove's groundbreaking "Real Beauty" campaign, launched in 2004, was a significant response to the overly narrow and often unrealistic beauty standards prevalent in the industry at that time.
By featuring real women of diverse shapes, sizes, and ethnicities in its advertisements, Dove effectively shifted the conversation surrounding beauty standards toward a more inclusive and accepting perspective.
This commitment to inclusivity extended not only to its marketing initiatives but also permeated its product offerings, which now catered to a variety of different skin types and unique beauty needs. Dove's thoughtful and inclusive approach to both marketing and products contributed to a remarkable increase in its revenue, helping to triple it from $2 billion to an impressive $6 billion over a ten-year period.
Two images side by side, one depicting unrealistic beauty standards - seemingly AI-generated - and the other image shows a more authentic image of a young smiling woman wearing glasses.
Image Source: Dove
4. Sephora
Sephora has wholeheartedly embraced inclusivity as a fundamental core business strategy, offering an extensive and varied range of beauty products that cater to the diverse skin tones and unique needs of all individuals.
Through its commitment to inclusive marketing and thoughtfully curated product offerings, Sephora has successfully established itself as a prominent leader in the beauty industry, setting high standards for diversity and inclusion that many others strive to emulate.
In 2023, this comprehensive strategy played a crucial role in contributing to Sephora’s impressive $10 billion revenue, thereby making it a significant driver of growth for the LVMH group.
A diverse panel of 4 styled beauty influencers, differing in gender expression and ethnicity.
Image Source: Sephora Canada Facebook
5. Tommy Hilfiger
Tommy Hilfiger launched its adaptive clothing line back in 2016, specifically designed to cater to the diverse needs of people with disabilities. The thoughtfully curated collection featured innovative clothing items equipped with magnetic closures and adjustable fits, directly addressing an important market gap in the fashion industry for functional yet stylish clothing accessible to everyone.
While the line was widely praised for its creativity and forward-thinking approach, some critiques emerged regarding the brand's practice of profiting from valuable insights derived from the disability community without adequately compensating the contributors who provided that insight. Nevertheless, the collection succeeded in bringing much-needed attention to the pressing need for inclusive fashion within the industry.
Within a year, over 80% of sales came from new customers, indicating a previously untapped market. This led to a boost in sales for both the adaptive line and Tommy Hilfiger’s standard apparel.
Two models in a professional photoshoot - one with a bionic arm, the other in a wheelchair looking at her. She is wearing a branded Tommy Hilfiger tee, the male is wearing a light blue collared shirt.
Image Source: Tommy Hilfiger
6. Fenty Beauty
Fenty Beauty, founded by the artist and entrepreneur Rihanna in 2017, disrupted the beauty industry in a remarkable way by launching with an impressive range of 40 inclusive foundation shades that catered to a wide variety of skin tones and undertones.
This bold and strategic move directly addressed a significant gap in the market, ultimately setting a new, elevated standard for inclusivity and representation in the world of makeup. The remarkable success of Fenty has been driven by its unwavering focus on offering diverse products alongside authentic and relatable marketing, which has since had a profound influence on the entire beauty industry landscape.
With an annual revenue of a staggering $582 million, Fenty Beauty continues to lead by example in this space, clearly demonstrating that a commitment to inclusivity can drive not only commercial success but also meaningful social change for all.
Three women with varying skin tones, each radiating individuality and beauty.
Image Source: Glamour
Want some help with this?
We’d love to help you…
Identify untapped markets you may not be reaching
Redesign products to cater to diverse needs
Create inclusive messaging that resonates with a broader audience and
Measure success and impact
You can schedule a 30-minute Take Action call here so we can discuss where you’re at + if what we do is right for you. Alternatively, if you’re still feeling unsure, you can take our mini Inclusive Brand Audit here. It takes about 5 minutes (12 questions total) and helps you understand how appealing & adaptable is your business in a diverse & dynamic market.
Frequently Asked Questions
What is another word for inclusive brand strategy?
Other terms are Diversity, Equity & Inclusion (DEI) Brand Strategy, Inclusive Marketing, and Progressive Marketing. Each have slightly different applications but can be assumed to have the same goal - creating inclusive brand campaigns and communications with the goal of representing and reaching underrepresented folk.
What is an example of an inclusive marketing campaign?
An example of an inclusive marketing campaign is Dove's "Real Beauty" campaign, which showcased diverse body types, ages, and ethnicities to promote body positivity. Another example is Microsoft's "We All Win" Super Bowl ad, which featured adaptive gaming technology for players with disabilities, highlighting inclusivity in gaming. Nike's "Dream Crazier" campaign celebrated female athletes breaking barriers and challenging stereotypes. Additionally, the "This Is Me" campaign from The Body Shop focused on gender inclusivity, celebrating diverse gender identities and expressions.
What is the difference between inclusive and exclusive marketing?
Inclusive marketing embraces diversity, representing various demographics and creating relatable content for all.
Exclusive marketing targets a specific group (intentionally or unintentionally). While this can be a part of business strategy, without consideration, exclusive marketing alienates people and can limit brand appeal and audience reach.
Further Reading
There are a tonne of helpful resources on this topic. Below are just a few we recommend if you’re just getting started.
How Inclusive Brands Fuel Growth, Harvard Business Review
36 Eye-Opening Inclusive Marketing Statistics, Impact
9 Brands Winning With Inclusive Marketing (and How You Can Too) - Promo.com
Inclusive Brand Whitepaper, Allyens
State of The Industry Report, Unstereotyped
Tommy Hilfiger Adaptive: A Case Study in Inclusive Fashion, Medium
Thanks for reading x