Name one brand that is doing inclusive marketing well and why?
To help you boost inclusivity in your marketing campaigns, we asked marketing professionals and social action leaders this question for their best examples. From Rare Beauty with their mental health initiative to Pampers for dispelling long-held gender preconceptions, there are several brands you can take lessons from to improve your inclusive marketing efforts.
Here are seven examples of brands that are doing inclusivity marketing right:
- Fenty Beauty – Put the Spotlight on Diverse Body Types
- Gillette – Demonstrate the Product’s Equitable Versatility
- Coca-Cola – Localization Matters
- Pampers – Dispel Gender Preconceptions
Fenty Beauty – Put the Spotlight on Diverse Body Types
Yooseok Gong of Ohora suggests, “Fenty Beauty turned the beauty industry on its head internationally in a short time. Their focus on inclusive marketing featured models with diverse skin tones, ethnicities, and skin conditions. They launched their brand on social media with stunning plus-size models and employed the reach of influencers. As a result, Fenty forced older beauty empires to rethink their dated marketing and social media techniques. Their inclusive campaign strategy set a president for worldwide representation for women.”
Gillette – Demonstrate the Product’s Equitable Versatility
Shashank Kothari of CocoLoan discusses, “Gillette demonstrates how its shaving razor, created by an African American father and his transgender son, has contributed to a meaningful bonding experience in one of its commercials. The great thing about this ad is that it demonstrates to Gillette customers that their products are for everyone, regardless of race or gender. Black and trans audiences won’t just feel represented and understood after watching it; they will also understand that Gillette’s products are made for them.”
“According to this example, if you feel it’s obvious to everyone of any background that your product can be used, this may not be so obvious to your audience if you don’t show them this.”
Coca-Cola – Localization Matters
Dikendra Acharya of Find People Faster claims, “If we analyze Coca-Cola, no other brands are diversifying their advertisements like they have been doing from the beginning. It has been leading inclusive marketing for decades and doesn’t have to tell how successful it is from that approach. Coca-Cola doesn’t only target customers by their nationality, culture, age, and profession. No, it covers and targets festivals, sports, and other cultural factors to grab the attention of and play with customer psychology to sway them.”
“This can be seen in action during the FIFA World Cup’s start. Coca-Cola spends millions of dollars to garner attention by using the sport, players, and countries’ flags right before a season begins. It also targets the popular sports in each country. For example, in India, Coca-Cola doesn’t use football for its branding. Instead, it uses cricket and cricket stars because they know that there are millions of cricket fans in India.”
Pampers – Dispel Gender Preconceptions
Sarthak Kapoor of Easy People Search conveys, “While changing their children’s diapers in this humorous commercial, John Legend and Adam Levine sing together about the difficulties faced by a diverse group of fathers who are all holding their infants. The advertisement wants to attract new parents and male caregivers who are aware that changing diapers isn’t solely a job for mothers.”
“What this teaches us is that, when it comes to dispelling gender preconceptions, the obvious can sometimes be effective. Pampers is actively participating in the debate around parenting gender norms, and they’re doing a great job of it. What types of content can you provide for your audiences to give them the impression that your company is aware of how society is changing and developing?”
We would like to thank Terkel in their continued help in the creation of this blog post. Click the link for similar articles regarding Inclusive Marketing.