Inclusion Isn’t a Dirty Word: Why Smart Brands Do Inclusive Marketing
Somewhere along the way, the word inclusion became loaded. For some, it triggers eye rolls. For others, it’s a corporate buzzword stripped of meaning. But for the most effective leaders running some of the most successful brands, inclusion isn’t controversial – it’s essential. It’s not a political move or a PR tactic but an ethical choice and a smart, strategic business move that creates stronger teams, more relatable marketing, and better business outcomes. For brand builders, inclusion is the marketing advantage that turns short-term transactions into long-term growth.
Inclusive Marketing Is Smart Marketing
Have you heard the phrase, “I’m living my values?” Inclusive marketing is how brands show the world what they value. It’s not about putting diverse faces in ads for optics. That’s performative. No, it’s about deeply understanding and authentically representing the people you serve, i.e., the audience you are trying to engage. When you invite them to come as they are with all their stuff – the lived experiences that drive their decisions, their hopes and aspirations – to be a part of your story, you’re building the foundation for relationships that lower prices, BOGOs, and flash sales can’t sway. But it takes intentionality to forge those connections. And guess what? It’s work.
The Importance of Intentionality
Brands must be willing to do the work. That means researching to understand the nuances of who people are, how they live, and the culture, language, and context shaping their identity. And that’s not just race and ethnicity. That could be understanding urban vs. rural, Democrat vs. Republican, young vs. old, and taking into account the intersectionality that exists between those dimensions. You may have to conduct focus groups or surveys, or sit down for good old-fashioned desk research. But the work is worth it because on the other side, you gain insights that tell the whole story about those you’re trying to reach, which enables you to personalize marketing campaigns for optimal effectiveness. In short, you’ll create ads that are more likely to resonate and drive sales.
Inclusive marketing also means co-creating campaigns with diverse voices, not just for them. If your team has gaps, meaning, if certain seats are empty at your table, there could be blind spots in the ideation, strategy, and creative process. Here’s why that matters. Think of an ad you’ve seen that clearly missed the mark. Chances are, your first thought was, “They didn’t have the right people in the room.” And you were probably right.
When you’re being inclusive in your marketing approach, being intentional about who is represented, how they’re represented, and who’s behind the scenes making those decisions will determine if you’re successful in your efforts.
The Problem with Assumptions
That’s why it’s important not to make assumptions. Consumers are not monolithic. You can’t assume that all Black people like rap, for example, or that all women like pink. Demographics are shifting. Buying power is broadening, and audiences are paying attention to and taking names of those who rely on stereotypes and assumptions, and those who, on the other hand, showcase how people really live.
Seeing ads that misrepresent a community is frustrating and even hurtful. As the saying goes, “First, do no harm.” Consider those on the receiving end of your marketing when you’re making decisions.
Culture of Inclusion
Finally, smart brands understand that inclusive marketing starts with the people behind the concepts, not just the creative. Inclusive teams are more innovative because diverse perspectives fuel better problem-solving. Inclusive workplaces attract and retain top talent because employees are looking for companies that reflect their values. And smart brands understand that inclusion directly impacts the bottom line because customers are watching, and they’re choosing brands that see them.
The Takeaway
Inclusion isn’t a dirty word. It’s not about lowering standards, checking boxes, or chasing trends, and it’s certainly not about stereotypes, tokenism, or rainbow washing. It’s about authenticity, respect, and doing what’s right. For marketers, inclusive marketing drives connections with diverse audiences. When people see themselves accurately and respectfully reflected in your brand, they’re more likely to trust it, engage with it, and support it. That trust doesn’t just build community—it drives revenue.
