Top 3 Inclusive Marketing Examples To Enhance Your Brand Strategy

These days, inclusive marketing is often labeled as a buzzword or passing trend, but it’s truly an important component of any successful business strategy.

Genuine inclusion in marketing efforts is becoming the standard. In this article, we’ll explore multiple inclusive marketing examples to inspire you and help you transform your brand strategy through a more inclusive lens. 

What is Inclusive Marketing?

The world is filled with 8 billion people, so you can bet the days when makeup and clothing commercials only show thin, blonde supermodels with clear skin are long gone since most of the population doesn’t look like that.

We live in a melting pot! Inclusive marketing not only acknowledges every human being’s uniqueness - it celebrates our differences by representing people of every race, romantic preference, gender, ability, body type, and much more through marketing and advertising efforts.

Big brands like Victoria’s Secret and Ulta show us how it is (or isn’t) done to make an impact.

Why Inclusive Marketing is Important

Who wants to purchase anything from a brand they can’t relate to? Nowadays, not many people–and brands are starting to recognize that. A 2023 survey found that 51% of consumers said inclusion was a key factor in buying decisions.

Below are a few reasons why inclusive marketing has become so important. 

When inclusive marketing is implemented correctly, people see themselves reflected in a company’s marketing efforts.

The underrepresented become represented, and people who couldn’t relate to a brand in the past can do so now. All those “I wish I looked like her”  comments turn into “Hey, she looks like me!”

This builds a meaningful relationship with customers, which creates trust. A customer’s trust is gold for any company! People want to keep buying from brands and companies they trust.

When customers feel that a brand is reliable and trustworthy, it builds a strong relationship. That’s when brand loyalty takes off, giving the brand a huge advantage.

Inclusive Marketing Examples That Didn’t Quite Work Out

This shift towards inclusive marketing can be seen in numerous advertisements run by large brands. A few have executed them poorly, and customers can see through the weak attempts to be “inclusive”. Let’s take a look at Victoria’s Secret as an inclusive marketing example flop.

For years, Victoria’s Secret has been the host of the notorious Victoria’s Secret fashion show. At the annual runway shows, there was almost no diversity primarily with the models’ ethnicities and body types. These were the beauty standards, and they were not realistic whatsoever. 

Now, the company’s brand values listed on its website state: “We have moved from promoting an exclusionary view of what’s sexy, to celebrating all women throughout every phase of their lives.”

If Victoria’s Secret is now telling us that all women are sexy, why didn’t their attempt at inclusivity resonate?

Well, they lost their signature glam because the shift toward inclusion felt rushed, inconsistent, and lacking in the bold identity they once had.

Another inclusive marketing example failure that backfired was Bud Light’s 2021 campaign aimed at appealing to the LGBTQ community, which quickly drew widespread criticism online.

Their play on the LGBTQ acronym, meant to connect with the community, ended up feeling tone-deaf and missed the mark, warranting many comments from X users like, “This advert belittles the lgbt acronym. I won’t be drinking it.” 

Word of advice: if an acronym is meant to represent a community, don’t twist it just to promote your brand.

And maybe (just maybe) have someone from the community you’re trying to market to review your ad before it goes public.

Inclusive Marketing Examples We Love

In 2019, Ulta dropped an ad campaign that put a model in a wheelchair front and center at the entrance of their stores, welcoming people as they walked in. This was a groundbreaking moment, as models with disabilities are rarely represented in mainstream beauty advertisements, especially in such a visible and empowering way.

Carolyn Anders, mom to the sweet 4-year-old in the photo below, captured this moment of her daughter and shared it on Facebook. We all just want to feel represented. How inspiring is it that this little girl could look at a big-name beauty ad and relate to the model?

Dove released multiple short videos on YouTube for their redefining beauty campaign, which goes hand-in-hand with their current mission statement. 

In this video campaign, a bunch of young women sit down with their mothers and tell the camera what they don’t like about their appearances. What beauty standards are they comparing themselves to you ask? Well, just the ones the media had been feeding them for most of their lives. 

Dove nails their inclusivity campaigns because it’s clear they truly listen to their audience and make sure their audience feels seen and heard.

Dove recognizes that just showing a broad diversity of women is not enough. If you’re going to be inclusive, you must commit! Project #ShowUs does just that. 

Our last inclusive marketing example is from a campaign Gillette did a few years back and posted to their Facebook. Samuel, a transgender man, learns to shave while his dad guides him and offers support. 

The ad, which has been watched around 1.6 million times, received tons of praise, with many people saying it made them feel seen. One mother commented, “This had me in tears! Plus, my trans son had the biggest smile watching it. Thank you for being inclusive!”

How Your Brand Strategy Can Successfully Implement Inclusive Marketing

The four E’s. 

Eavesdrop - Don’t necessarily eavesdrop on anyone (please), but get to know your audience. Their demographics (like gender, age, sexuality, race, and ability) and what challenges they're facing. 

When you know what your target audience is dealing with and what matters to them, you can shape your brand strategy in a way that truly connects and empowers.

Embrace - People can tell when a brand is just throwing around the word “inclusive” without actually meaning it. Push back against outdated beauty standards and steer clear of stereotypes. Authenticity and transparency matter. 

Inclusive marketing is an ongoing commitment. It’s not just a passing trend. Prioritize open, authentic communication with your audience.

Evolve - Start expanding the reach and impact of your marketing. Here are some easy ways to diversify your approach:

• Create a diverse team
• Feature individuals from a wide range of backgrounds in advertisements and other marketing material
• Use inclusive language in your content
• Ensure your website and other digital content are accessible
• Team up with influencers who truly believe in and embody your brand’s values of inclusivity and diversity

Engage - Don’t be afraid to ask your audience what’s working (and what’s not). Their feedback can be a goldmine for growth.

To build a strong brand and lasting customer relationships, inclusive marketing is no longer optional. It’s essential. Consumers today value authenticity and want to see themselves reflected in the brands they support.

The companies getting it right are those that approach inclusivity with sincerity and purpose, not as a trend but as a core value. Be genuine, be thoughtful. By doing so your brand will connect and thrive.

✍️ Written by Taylor Goulart