Three ways brands can get inclusion right

A huge majority of consumers in both developed and emerging markets agree that not enough brands do a good job representing them, but there’s more to inclusion than mere presence, says a Kantar study.

Why it matters

The pandemic has slowed, or even reversed, progress in the representation of progressive role models in advertising, Kantar reports. But getting inclusive portrayal right is now a marketing imperative that powers more effective advertising. 

Three routes to inclusive portrayal

• Inclusive casting: this can show under-represented groups in a central role in a story that doesn’t focus on inclusion and diversity as a topic.
• Inclusive storytelling: this can tell a story that revolves around an under-represented group to communicate brand messages.
• Inclusion as purpose: this can seek to inspire change, by tackling stereotypes, making people’s lives easier with a product or service, or taking their side in the face of injustice.

The big idea

Showing under-represented groups in a positive way has significant potential to not only influence short-term sales but to also build a brand in the longer term.