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

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...