Weâve all heard of inclusive marketing, right? Itâs sort of a buzzword in the eCommerce world right now.Â
And for good reason. The importance of inclusive marketing is something all minorities can speak for â whether it relates to brands ensuring their products or services that are accessible to everyone, keeping their messages in check, or even promoting diverse advertising.
In fact, a study by Fast Company found that brands performed better (with a 44% stock increase!) when they factored minority groups into their messaging.
Below, weâre sharing some inclusive marketing examples to help you shape your brand.
1. Passionfruit (Show Your Pride) Over the last 13 years, the relevance of Pride Month has grown significantly. According to AccuraCast, searches have gone up by 100% .
Most brands consider Pride Month when planning their campaigns for the year, but consumers are now starting to become wary of those that only do this for profit.
In fact, nearly half of the US internet users see brands participating in Pride Month as a marketing ploy.
What do you do? Take a note from Passionfruit. Support Pride, but across the year. If youâre going to do something, embrace it fully. Youâll be better for it. 24% of US internet users would also be more likely to shop with you.
2. Patagonia (Do More than Talk) Using cause-marketing to boost your brand identity is a great strategy: one implemented by multiple brands.
But today, it isnât merely enough to support causes. Itâs also critical that you do the work.
When it comes to relevant issues involving the environment, human rights, and racism, several brands have stirred conversations BUT the most memorable ones are those that walk the talk.
One great example is Patagonia and this campaign really shows us why.
3. BoySmells (Skip the Norm-al) There are more than one million non-binary adults that live in the US. There arenât nearly enough products to cater to them.
Especially when it comes to beauty and hygiene products, the world is often divided between masculine and feminine â although it doesnât always need to be.
BoySmells acknowledges that; they take ownership of it. Instead of labeling them as Men or Women, they simply host their perfumes as fragrances: fragrances that can be used by anyone.
In doing so, they open their gender inclusive brand to the entire spectrum of audiences and ensure everyone feels welcome.
4. Healthy Roots Dolls (Think About the Kids) Seniors, Boomers, Gen Z, Gen X, Millenials. Thereâs still one demographic youâve missed: kids!
Kids form a major part of the potential target audience â and anyone whoâs had kids knows the convincing power (and hence spending power) they come with.
So, itâs important to go beyond the basics. Host products that kids would enjoy (and parents would appreciate). Stuff like Healthy Roots Dolls: dolls that teach kids to look after their own hair.
5. Blume (Embrace the Uncomfortable) We get it. Not all conversations are easy.
But some are important.
Especially if youâre in a sensitive industry (think fashion, hygiene, wellness), you tend to win brownie points if you donât shy away from such conversations.
Take a look at Blume, a gender inclusive brand, that isnât afraid to have âthe talkâ and holds conversations that help their audience bloom.
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6. UOMA (Beat the Beaten Path) Most makeup brands have a select range of shades catering to the masses, and people generally struggle to find the one shade thatâs perfect for them.
The founder of UOMA wasnât happy about it. So, she went ahead and built her brand on her range of foundations that cover 51 unique shades.
From White Pearl to Black Pearl, people have the freedom to use makeup that fits them.
7. Coconut Whisk (Walk the Talk) Itâs 2022. Most brands are amending their practices to be more sustainable, run more inclusive marketing campaigns, and offer more diverse advertising. It isnât simply enough to just tick these off the checklist for inclusive branding.
You also need to participate. Coconut Whisk, for example, is a vegan food products manufacturer that supports organizations fighting food insecurity.
And they ensure their products are vegan, allergen-free, non-GMO, preservative-free, dietitian-approved, and contain no artificial ingredients.
So, theyâre winning on all ends. Take a note. How can you improve your inclusive marketing across the spectrum?
8. Google Pixel 2 (Be Real) Depression, anxiety, suicidal tendencies. All real things.
Why is Google talking about them?
Because theyâre trying to connect with real people. Real people like you are me.
And when you address things that really matter, youâre more likely to strike a chord.
Whether they buy your product or not is secondary; the viewers will always remember your brand.
One of the best diversity and inclusion campaigns we've seen, no?
VIDEO
9. Aerie (Show Your Community) Most people are visual learners. You need to show them what youâre talking about.
It isnât merely enough to use diverse advertising, you also need to show your audience what diversity means to you.
Take a note from Aerie.
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10. Nike (Have Something for Everyone) Do you know what makes consumers feel seen?
When they see people like themselves on your page.
When you have products that help someone feel more like themselves, theyâll forever remember it.
Nike did their part with this inclusive branding. How are you?
11. Kohl Kreatives (make things easy) Plastics are everywhere â and there are more than we know what to do with them.
Good thing Kohl Kreatives has a solution: they ask their consumers to send in plastics they no longer use and they use it as packaging for their sustainable, upcycled brushes.
The brand hopes to eliminate waste in their processes as much as they can because they believe makeup has the power to heal.
Their campaign #MyArmour puts makeup in the limelight as a tool that has the power to empower.
In line with this, the gender inclusive brand also offers transgender support, free workshops for those experiencing cancer, and online tutorials to help support those with motor disabilities to use these brushes and access disability inclusive brands.
12. Sephora (Support Your Allies) Here are some statistics by McKinsey :
11.1% of total beauty spending comes from Black consumers YET Black brands only make 2.5% of revenue in the industry. Black consumers are 2.2 times as likely to support Black beauty brands YET only 4-7% of beauty brands carried by specialty stores and drugstores are Black beauty brands. Sephora wanted to make a difference. They want to bring their Black partners to the forefront and they did. Not only did they hold campaigns, they also curated collections to boost the presence of Black beauty brands.
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13. Paul Mitchell (Feature Influencers) Winnie Harlow, Ashley Graham, Megan Rapinoe, Ruby Rose.
All women of incredible strength; women that had the power to be themselves.
Theyâve received a ton of appreciation for their art and have been made the face of several campaigns and launches.
For example, Winnie Harlow for Paul Mitchell. A great partner to an one of the best diversity and inclusion campaigns.
14. Leftyâs (Cater to Underserviced Niches) The world is ruled by right-handed people, right?
Where do the lefties have their fun?
At Leftyâs.
Leftyâs saw an underserviced segment in the market and they went for it.
Going beyond inclusive branding, they designed their entire store to represent their niche.
15. Sephora (Be Genuine) With inclusive marketing being all the rage in 2022, brands tend to hop on the bandwagon.
They tend to align themselves with inclusive marketing and inclusive branding only because everyone else is doing it too.
Sadly, this often goes against them. As weâve seen in the case of Pride marketing, people prefer associating with brands who arenât afraid to walk the talk.
They prefer shopping from brands who host conversations but also support their inclusive marketing with real work; brands who are truly genuine.
For example: Sephora. To understand the impact of racism in the retail sphere, Sephora issues a study âThe Racial Bias in Retailâ, and found areas where brands (including themselves) could do better.
Hereâs a snippet from their cause-marketing campaign:
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16. Procter & Gamble (Donât Shy Away) Most brands prefer keeping their distance from difficult conversations in the fear that they may lose a part of the audience. They avoid confrontation and keep a very neutral stand.
But often, the truth is that some conversations are essential. When you stand for or against something, you show your integrity as a brand with such inclusive marketing.
Youâre more likely to strengthen your connection with a very relevant part of your audience when you put yourself in their shoes. Take a note from Protector & Gamble's diversity and inclusion campaign.
There was no real reason for them to partake in this conversation but they did, and today theyâre being spoken of â with good intention.
VIDEO
17. Authored Apparel (Adapt to their Needs) Hereâs something that sounds obvious but isnât a thought we commonly have: simple instances in our lives can be challenging for others.
Focusing and completing one task at a time, paying attention in class, or even putting on clothes. Stuff that seems normal.
When you have a brand that caters to the masses, you may also want to look into the needs of those that arenât always thought of as a part of the âmassesâ: people with mental or physical disabilities.
Thatâs what Authored Apparel, a disability inclusive brand, does. With a niche as common as daily occurrences, fashion often forgets function. Authored Apparel changes that: they put the fun in functional.
They design specially tailored apparel that can adapt to the usersâ needs and reduce dressing challenges.
18. Dove (Feature Real People) Gone are the days when perfect was in.
Now, people like imperfections, they prefer whatâs real.
When you include real people in your inclusive marketing, youâre also signaling to your audience that you arenât afraid to embrace them however they are.
Thatâs exactly what Dove does here. That's also one of the reasons why they're the most popularly known size inclusive brand.
19. Victoriaâs Secret (Shift Your Lens) Even for a brand like Victoriaâs Secret, perfection is over.
People would rather see a diverse group of people owning their respective identities than one set of the same standard.
When Victoriaâs Secret learned this for themselves, they immediately shift their lens.
Today, this campaign is widely seen as one of the best diversity and inclusion campaigns.
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20. NaturAll Nation (Go the Extra Mile) Sometimes, cause marketing isnât enough.
Sometimes, it isnât merely enough to say you support a minority.
And sometimes, inclusive marketing includes having to make adjustments.
When something truly drastic occurs, you need to go the extra mile and play your part in ensuring it doesnât happen again.
Thatâs what the NaturAll Nation did.
21. CocoFloss (Donât be Afraid to Experiment) Weâve all been there: experimenting, trying new things, only to have some of it blow up.
But some experiments are good. Some experiments lead to award-winning Banana Daiquiri flavored floss.
Vegan ingredients, compostable packaging, and fun flavors. Now, thatâs inclusive branding done right.
To add to their inclusive marketing, theyâve also partnered with Wildlife Conservation Network to help maintain habitats for animals and humans across the globe.
22. Coca-Cola (Embrace Regional Differences) Spread across 195 countries, 3814 cultures, and 1751 languages, differences make the person.
Why not embrace them?
Thatâs exactly what Coca-Cola does in this ad. They bring together people from across the globe to share snippets of their experiences and sing in their regional language.
To share one message: together is beautiful.
Donât you love that inclusive marketing example?
VIDEO
Final word As a brand, you have a platform: a platform to be the voice of all your consumers.
Use it to do better, be better. Donât just look at inclusive marketing as an opportunity to bring more conversions.
Drive real conversations, bring forward sustainable practices, and make a difference.
Use cause marketing for what it truly is: an opportunity to support a cause.
âCause what good is a world without support?
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