At a glance

Driving growth is an essential objective for marketers – and enhancing inclusivity throughout the industry is a vital component of this agenda.

Why it matters

If brands want to grow, truly representing their audience throughout the marketing process is a vital goal. That will require changes in the recruitment processes and overall mindset within clients and agencies, as well as taking a more inclusive approach in the work they produce.

Takeaways

  1. Brand purpose is a critical element of the “humanity for growth” perspective, and can tackle major social issues while building brands.
  2. Ads that are perceived as culturally relevant perform well on a variety of metrics, including relevance, purchase intent and likelihood to recommend.
  3. The accurate portrayal of women in advertising can enhance metrics ranging from purchase intent to brand reputation.