Executive Summary

In the midst of social upheaval in the US, many brands are striving to be more inclusive, especially as they relate to people who have been historically underrepresented, excluded, and stereotypically portrayed. Marketers are playing a key role in these efforts. By embracing and reflecting real-world diversity, they can build greater brand affinity and deeper customer relationships while working to effect positive change.

Why is inclusive marketing now on more companies’ radar screens?

As the US population becomes more diverse and intersectional, a growing number of consumers are rewarding organizations that mirror real-world demographics, share their inclusive values, and espouse social causes that encourage diversity, equality, and equity.

Isn’t inclusive marketing the same as multicultural marketing?

No. Multicultural marketing involves targeting people of specific races, cultures, or ethnicities within a brand’s overall audience. Inclusive marketing is designed to resonate with people of all backgrounds. However, multicultural targeting strategies are often elements of inclusive campaigns.

Why should marketers pay attention to consumer groups that have historically been underrepresented?

These groups include females, racial and ethnic minorities, multicultural and LGBTQ individuals, as well as people with disabilities. They wield considerable buying power and are more likely to patronize brands that understand their needs and portray them authentically and respectfully.

What role is technology playing in inclusive marketing?

Emerging tech, including AI, can help marketers identify exclusion and reach more diverse audiences. But these innovations can also inadvertently exacerbate inequality and bias. Marketers must use technology with care and be prepared to change course if things go off track.

WHAT’S IN THIS REPORT? This report examines the forces driving marketers toward more inclusive marketing and outlines best practices for reaching their goals.

KEY STAT: Only 52% of marketers worldwide said they recalled minority ethnicities being represented positively in their recent campaigns, per an October 2019 survey by iProspect.