Understanding inclusion in marketing

Today, we’re diving into a topic that’s close to my heart and crucial for modern businesses: inclusion and sustainable marketing.

When inclusion and sustainability waltz together in your marketing strategy, magic happens

You might be thinking, “What’s the big deal?” Well, get ready for a compelling tale that highlights why these concepts are essential for your business to thrive in today’s diverse and eco-conscious market.

Inclusion: your brand’s invitation to the global party

Picture a party where the guest list is as diverse as the United Nations. That’s your brand embracing inclusive marketing. It’s about crafting a space where everyone finds a nook that resonates, feels the warmth of belonging, and hears a resounding “We’re glad you’re here!”

Let me share a quick story. Imagine two coffee shops on the same street. Shop A doesn’t engage with inclusive marketing, while Shop B showcases a rainbow of faces in its ads, offers sign language days, and celebrates cultural festivals.

Fast forward a few months, and guess which shop turned into the community’s beating heart? Shop B, with its inclusive embrace. It not only widened its customer base but also knitted a tapestry of loyal patrons who saw it as more than a coffee shop—a community hub.

Yet, the path to inclusivity is speckled with challenges, from untangling implicit biases to truly understanding the kaleidoscope of customer needs. It’s a journey worth embarking on, with the destination being a brand that shines with authenticity and warmth.

Sustainability: your brand’s green heartbeat

Now, let’s paint the green side of the picture. Sustainable marketing isn’t just about not harming the planet, it’s about actively healing it with every product sold, every package designed. It’s the story of a brand that doesn’t just exist but contributes, leaving a trail of green footsteps for others to follow.

Consider the tale of a small apparel brand that decided to go green. They swapped fast fashion for organic fabrics, embraced zero-waste packaging, and shared their journey transparently with their audience. The ripple effect? A surge in customer loyalty and a brand narrative that resonated with the growing chorus of eco-conscious voices.

The tightrope walk of balancing green practices with profitability and infusing long-standing strategies with sustainability might seem daunting. But the view from the balance beam—a world where your brand is a beacon of positive change—is unparalleled.

The confluence: where inclusion meets sustainability

When inclusion and sustainability waltz together in your marketing strategy, magic happens. It’s a symphony of values that resonate with the human essence and the Earth we call home. This harmonious blend is not just about doing good, it’s about being a pioneer in a future where businesses are loved for their contributions to society and the environment.

How do you weave this tapestry? Picture ads that mirror the world’s diversity, campaigns that spotlight your eco-efforts, and products that speak the language of accessibility and environmental care. It’s about making every customer feel seen and every purchase a step towards a better planet.

Embracing the future: your brand’s new chapter

As we stand on the brink of a new era, with digital inclusivity expanding and the demand for genuine green practices louder than ever, your brand has the opportunity to lead. By tuning into the evolving landscape and adapting with creativity and conviction, your business can not only stay ahead but also shape the future.

So, as we wrap up this journey, I invite you to view inclusive and sustainable marketing not as checkboxes, but as the heartbeat of your brand. Start with one step—maybe a diversity audit of your marketing materials or a green review of your supply chain. Each step is a stride towards a brand that resonates deeply with a diverse audience and contributes meaningfully to our planet’s wellbeing.

Your turn: the canvas awaits

Now, I turn the mic to you. Have you encountered a brand story recently that struck a chord with you with its inclusivity or sustainability efforts? Drop your stories and thoughts in the comments below. Let’s inspire and be inspired, crafting a mosaic of marketing that truly matters.

About the author

Gihan Hyde is the award-winning communication specialist and founder of CommUnique, an ESG communication start-up.

She has been implementing ESG campaigns in eight sectors, across six countries over the past 20 years.

Her campaigns have positively impacted over 150,000 employees and 200,000 customers and have closed over £300m in investment deals. Some of the clients she has advised include The World Health Organisation (WHO), HSBC, Barclays, M&S, SUEZ, Grundfos, Philip Morris, USAID, and the Saudi Government. 

Get in touch with Gihan through LinkedIn or X @gehanam.