Brands are finding growth in controversy. American Eagle added 700,000 new customers tied to its controversial Sydney Sweeney ad campaign and a Travis Kelce collaboration. The campaigns generated a combined 40 billion impressions, helping American Eagle bounce back from a difficult quarter. American Eagle’s strategy shows that controversy can reignite attention and that generating buzz can pay off. But smaller or inclusivity-minded brands must weigh the potential long-term cost of missteps.

On today’s podcast episode, we discuss how March Madness viewership stacked up this year, if women’s college basketball was able to sustain the bump from the ‘Caitlin Clark effect’, and how viewers of women’s sports are both different and the same. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Paola Flores-Marquez, Vice President of Content Paul Verna, and Vice President of Inclusive Insights Charlene Polite Corley. Listen everywhere and watch on YouTube and Spotify.

The beauty industry is shifting its approach to aging consumers, moving beyond traditional anti-aging messaging to embrace more inclusive, health-focused approaches. "Ageism is the only 'ism' that every person can experience. Aging is a universal experience," said Jacynth Bassett, founder and CEO of Ageism Is Never In Style, on a recent "Behind the Numbers" podcast.

Meta, Amazon join list of companies ditching DEI efforts: Evidence shows consumers reward commitment to social causes, but companies are making political calculations.

Global ad study shows strides and shortfalls in inclusivity: Brands that fail to embrace inclusion can miss growth opportunities.

Walmart makes it easier for visually impaired shoppers to navigate stores: The retailer partnered with Aira to offer customers wayfinding services, its latest move to improve accessibility.

Kate Spade partners with Eloquii to reach plus size customers: The brand is making an effort to tap into the underserved market as size inclusivity efforts across the fashion industry run aground.

WNBA breaks viewership and attendance records: Rookie stars fuel the surge, but financial challenges remain.

64% of US LGBTQ+ members like brands that are willing to get involved in social issues, compared with 46% of adults overall, according to April 2024 data by YouGov.

Pride products are plentiful this year: Walmart, JCPenney, Kohl’s, and Abercrombie push past the right-wing backlash to offer Pride-related products.

Pinterest’s search enhancements continue with body type filter: The platform’s AI-enabled upgrades are boosting engagement and shopping behavior.

AI dominance in the tech sphere was on parade at CES 2024, pointing to pressure on product developers to integrate the technology. Also in the spotlight: Inclusivity and sustainability as focal points for an industry maturing to meet societal needs, the latest gadgets, and what the show means for marketers.

Consumer spending patterns shifted in 2023: Retailers like Walmart, TJ Maxx, and E.l.f Beauty benefited from consumers growing cost consciousness.

Advertising Week redefines representation: From diverse panels to strategic collaborations, inclusivity is both ethically and commercially prioritized.

Gen Zers value authenticity; male beauty consumers ask marketers to keep it simple; and Black, Indigenous, and people of color (BIPOC) beauty consumers want representation. Here are tactics to reach three different beauty consumers across #beautytok.

Black History Month ends, but some retailer commitments live on: Consumers—not just Black ones—increasingly see through performative marketing campaigns.

Here's what you missed at Cannes so far: the future of advertising, inclusivity, and sustainability are themes that keep coming up.

When Blink Fitness had to temporarily close its doors at the height of the pandemic, the company quickly shifted its focus to where consumers were: online.

For Alexandra Waldman, launching Universal Standard was a no-brainer. She struggled to find clothes that fit her size-20 frame—even something as simple as a T-shirt that didn’t have a puppy or a "live, laugh, love" affirmation on it.

Worldwide, 76% of female and 88% of male marketers believe they avoid gender stereotypes when creating advertisements, according to “Getting Media Right 2018,” a global survey from Kantar.