How Burt’s Bees’ diversity campaign sets a long-term agenda for inclusive marketing

Jo Bowman

A campaign by personal care brand Burt’s Bees that focused on giving prominence to the voices of diverse content creators on Twitter landed strong results for the company and illustrates the value of investing in diversity, the 4As Decisions 2022 conference heard.

A Burt’s Bees campaign on Twitter that provided a platform for previously under-represented voices to promote the personal care brand in a way that felt natural to consumers has delivered strong results for the company and shown that diversity and return on investment can go hand in hand.

Speaking at the 4As Decisions 2022 conference, Ericka Santos, associate director of brand engagement at Burt's Bees, said the campaign signalled the start of a long-term commitment that would serve both the brand and diverse communities well.

“As a brand, we believe that we have a responsibility to drive a lasting impact...

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