What They’re Not Telling You About Inclusive Marketing's Impact
- Cai-Parker Paré
- Apr 1
- 4 min read
Updated: 4 days ago
Let’s set the record straight: Inclusive marketing isn’t “woke”; it’s simply smart business.
Despite the recent rise in pushback against diversity, equity, and inclusion (DEI) efforts, particularly in advertising, the data tells a different story altogether. In fact, not investing in inclusive advertising is more harmful to your brand’s reputation, bottom line, and future relevance than critics care to admit.
The Unstereotype Alliance, in collaboration with the University of Oxford, has released landmark research that proves what inclusive marketers have long known: inclusion isn’t just the right thing to do; it’s the smart thing to do.
Advertisers Have Power, So Why Are So Many Backing Down?
Marketing shapes perception. Advertisers can set cultural tone, normalize representation, and dismantle long-held stereotypes. However, in recent years, we have seen a concerning trend: a pullback on DEI initiatives under the guise of risk management.
Brands fear being "too political" or alienating customers who resist change. But here’s the thing: the loudest voices don’t represent the majority. And playing it safe? That’s what’s actually putting your brand at risk.
The Business Case: Inclusive Marketing Equals Income
Inclusive advertising isn’t just morally sound; it’s financially strategic. Here's what the Unstereotype Alliance study found:
16.26% higher long-term sales for brands using inclusive advertising
3.46% increase in short-term sales
33% higher strong consideration by consumers
62% more likely to be first choice among competitors
8% more likely to be trialled
23% lower abandonment rate after trial
54% higher pricing power (yes, people will pay more)
15% higher brand loyalty
These numbers weren’t pulled from a single campaign. The data comes from nearly 400 brands across 58 countries and four years. The message is clear: inclusive marketing drives consistent, measurable business success.
What Is Inclusive Advertising, Really?
Inclusive advertising is more than just featuring people from different backgrounds in your visuals. It’s about authentically and positively portraying a full spectrum of identities (across race, gender, body type, ability, sexuality, age) and culture without falling into tokenism or tired stereotypes.
It’s content that reflects the world as it truly is. It challenges norms and invites more people to see themselves in the story.
What Happens When You Ignore It
Opting out of inclusive marketing sends a clear message to your audience: we don’t see you, and we don’t care to.
This isn’t just about reputation (though that will take a hit). It’s about actual revenue. Brands who stay silent or revert to outdated messaging risk:
Losing loyal customers to more inclusive competitors
Shrinking relevance in an increasingly diverse market
Missing out on new audience segments
Stalling innovation and creative impact
And let’s be honest; once customers leave for a brand that gets them, they don’t come back.
It Doesn’t Have to Be Complicated (or Costly)
Another myth? That inclusive advertising is expensive or difficult.
In reality, 65% of campaigns in the study achieved high inclusion scores with standard budgets and creative resources (Thomaz et al., 2024). Simple changes like better casting, inclusive language, and stereotype-free storytelling go a long way.
Inclusive marketing isn’t about perfection. It’s about progress.
Why Negative Feedback Might Be the Sign You're Doing Something Right
Some of the most powerful campaigns in recent years have been met with backlash and record-breaking sales.
Why? Because sparking conversation often means you're hitting a cultural nerve. Silence is safe. But it doesn’t build loyalty. Courageous brands who stand for something are the ones who build real relationships and cultural resonance.
The True Power Behind Marketing
Marketing has the power to move culture. Whether you’re a small business or a global brand, your campaigns influence how people see themselves and others. That responsibility is real, and so is the opportunity.
So ask yourself: How will you use your influence?
Our Advice to Brands:
Stop waiting for a perfect moment. Start now.
Think of inclusion as a business asset, not a risk.
Understand that your audience is evolving, and your messaging should, too.
Invest in diverse teams to reflect diverse perspectives.
Track your impact. Measure both intention and results.
Lead with Impact. Market with Purpose.
Being inclusive isn't a liability; it's your competitive advantage. In a world that’s only becoming more diverse, your brand has two choices: evolve or become irrelevant.
Ready to future-proof your marketing strategy? Let’s make it inclusive. Let’s make it impactful. Let’s make it matter.
Contact the Fox and Forth team to build a strategy that reflects the real world and delivers real results.
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Sources:
Lacey, N. (2018, October 2). Advertising is out of sync with world’s consumers | Ipsos. Ipsos. https://www.ipsos.com/en-us/news-polls/Advertising-out-of-sync-with-consumers
Thomaz, F., Stephen, A., Denby, S., I’Anson, E., Shivaji, A., & Simon, M. (2024). (rep.). The
Business Case for Inclusive Advertising. Unstereotype Alliance. Retrieved March 21, 2025, from https://www.unstereotypealliance.org/sites/default/files/2024-09/INCLUSIVE%20ADVERTISING%20%28Business%20case%29%20WEB.pdf.
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