Five Inclusive Marketing Tips You’ll NOT Want to Miss in 2024

Written by Mark Roper, Senior Creative

As we head into 2024, it’s a good time to remind ourselves how important inclusivity is to our work – and how to get it right every time.  

Based on our learnings from last year, plus some campaign highs and lows from brands all around the world, here are five simple rules to take into the new year. Follow these and we promise... You’ll soon be creating inclusive marketing campaigns that are both the-right-side-of-sensitive and successful.  

1. BRAVE THE BACKLASH

In the last year alone, countless cringe-worthy case studies have made one thing clear; brands back-tracking on their inclusive campaigns have only landed them in hotter water. If you’re going to use a community in your marketing, you need to be prepared to stand by and weather any negativity that might come with it. Backtracking will only damage a brand’s reputation and hurt the community that’s at the centre of the conversation.

Be sure to stand by the community, celebrate them and shut down the haters with a statement of solidarity.

2. GET YOUR HOUSE IN ORDER

Internal training is key to making sure your teams are aware of what ‘being inclusive’ really means. Commit to a programme of training, workshops and spaces for teams to learn and grow. The more knowledge teams have, the better they will be at spotting opportunities, asking the right questions, or even pausing when they need more guidance.  

At ‘Outvertising Live’ last year, Eleonore Murauer, Global Brand Director at Durex, revealed that Durex overhauled their entire internal training programme, including their inclusive policies, before they started any work on a global brand campaign.  

The campaign was highly commended in the industry as progressive and a shining example of inclusivity-done-well in marketing. Eleonore credits their success to the work that they continue to do internally – the work that’s helping empower their teams to do the right thing.   

3. BACK IT UP WITH ACTION

It’s clear: a one-off campaign targeted at the LGBTQIA+ community during Pride month isn’t going to cut it anymore. If you’re hoping to capture a community’s love with your brand you need a consistent, always-on strategy that shows that you’re offering real value and genuine support.  
 
Communities can see through attempts to jump on a cause with no real substance behind it. If you’re going to leverage a community to sell stuff, you must give something back. Ask yourself how can you improve the lives of the people in the community? Ensure your campaign is making a real difference, that could be by partnering with a charity, providing resources or even lobbying the government to make real change. 

4. INVOLVE COMMUNITIES IN THE PROCESS  

Right from the start of a project there should be consultation from any communities that you are using in your marketing. From research, to script, to shooting, to production, the people being represented should be consulted and better yet, actively involved in producing the work.  

If you’re telling a story featuring a community that you’re not part of, ask yourself can you tell this authentically? If the answer is no, bring someone onboard who can.   

5. PROTECT YOUR TALENT

In an increasingly divided climate, and with social media giving a platform to every voice, it’s more important than ever to protect your talent. Have processes in-place to make sure they’re aware of any risks and prepped for the unpredictable – and sadly sometimes nasty – comment sections. Keep a dialogue with them, and to reiterate point number one – back them up. Be prepared to stand by your talent and show them all the love, no matter what.

It doesn’t have to be scary to be inclusive. As long as we listen, involve and protect the communities that we work with, we can tell compelling, authentic stories that have a positive impact on your brand and your audience.