At Purple Goat Agency, we understand the impact of inclusive marketing, not only as a positive force for the disabled community but as a driver of tangible commercial value. The disabled community wield a collective spending power of £274 billion annually, presenting an immense opportunity for businesses to effectively engage this untapped market. In the world of marketing, some brands truly understand inclusive marketing and have crafted meaningful and authentic campaigns that truly resonate with their audiences. Let’s meet some of them.
What is Inclusive Marketing?
Inclusive marketing means embracing diversity in all aspects of customer communication – whether on social media, with influencers, in print and digital media, or through video production. At Purple Goat Agency, inclusivity is our foundation, guiding everything from insights to influencer marketing. We’re dedicated to creating a world where everyone, particularly the disabled community, sees themselves authentically represented as consumers across a wide range of brands.
The Case of Inclusive Marketing – The Statistics
Creating diverse and inclusive ads allows your brand to seamlessly connect with disabled audiences and the wider population. Inclusive marketing isn’t just for the disabled community; we know it has widespread implications, and consumers across the board value inclusive and diverse marketing strategies above all else:
- 80% of consumers said they were more likely to engage with a brand that uses diverse and inclusive imagery in their campaigns.
- 64% of consumers take action after seeing an ad they believe to be diverse or inclusive.
- 62% of consumers said they are likely to purchase from a brand that prioritises diversity and inclusion in its ads.
So, who’s doing it well?
The 9 Brands That Nailed Inclusive Marketing Campaigns
Vanish: Me, My Autism & I
This year, Vanish looked to spotlight the often-overlooked relationship between autistic individuals and their clothing choices. In the empowering campaign titled “Vanish: Me, My Autism & I,” the focus is not just on Autism but specifically on Autistic girls, a vastly underrepresented group.
Vanish’s campaign comes to life through a short film that delves into the authentic story of an Autistic girl and her profound connection to a hoodie. The film captures how seemingly small details, like a particular fabric or pattern, play a vital role in the emotional regulation of many in the Autistic community.
The short film itself isn’t outwardly a promo piece. It sends a clear message to audiences that Vanish is not just a brand but an advocate for diversity and inclusivity. By focusing on the autistic community, Vanish is committed to recognising and celebrating the often marginalised voices within its consumer base.
Apple: The Greatest
In 2023, the tech giant, Apple, launched a dynamic and playful campaign that not only showcased its commitment to accessibility but also highlighted the innovative ways disabled Apple customers utilise the accessibility features of Apple products. This advertisement broke new ground for inclusive ads in the tech space and established a gold standard for progressive narratives and representation across the board.
The heart of Apple’s campaign lies in its progressive and inclusive storytelling. By featuring a diverse range of disabilities, the advertisement challenges preconceived notions and stereotypes surrounding disability. Each story is presented in a fast-paced and dynamic way, capturing the spirit of innovation within the community. This campaign resonated with the community on a broad scale and sparked a conversation around inclusive consumer comms. Apple is a community favourite, with many disabled people using it in daily life. In addition, this AD resonated not only with disabled audiences but also with non-disabled audiences. Many of the accessibility features showcased in the video benefit non-disabled people too, making it the perfect example of inclusive marketing.
Strongbow: Stage of Greatness
Purple Goat joined forces with Strongbow in 2023 to infuse authenticity and inclusivity into the heart of their marketing endeavours. This collaboration was not about checking boxes, it was a commitment to seamlessly integrate disability representation across all channels, from influencer activations to accessible events, and from print to digital media.
A standout moment in this inclusive journey was the creation and execution of the Strongbow Yard at this year’s Brighton Pride. Together with Strongbow, we ensured that every detail reflected a commitment to inclusivity and accessibility. The venue was fully accessible, from step-free access to BSL interpreters.
We invited several influencers to attend the event and make content throughout the day. This campaign was an immense success on social media and lays the groundwork for continuing that work into 2024.
Microsoft’s Accessible Card
Microsoft’s Accessible Card for the blind and partially sighted community stands out. In a global landscape where 2.2 billion people are blind or partially sighted, Microsoft recognised a significant gap in accessible banking practices and took the initiative to address it. This innovative card has a distinctive notch on its edge, making it easier to retrieve from wallets, alongside other accessible and inclusive features such as a signature melody and True Name option.
Microsoft accompanied the card launch with an inclusive campaign across digital platforms. The advert itself seamlessly integrated live image descriptions and adhered to best practices regarding progressive storytelling around disability, ensuring it was authentic and resonated with the community it was designed for.
Cadbury: Sign With Fingers Big & Small
Cadbury Fingers has set a remarkable example with their campaign titled ‘Sign with Fingers Big and Small.’ Collaborating with Rebecca A. Withey, a respected deaf writer and consultant, as well as a panel of individuals from the deaf community, Cadbury Fingers shed light on the phenomenon known as ‘Dinner Table Syndrome.’ This unintentional exclusion of deaf people from everyday conversations inspired the 30-second ad, where a young girl communicates in British Sign Language (BSL) about her experiences of feeling excluded from the conversations around her.
Cadbury Fingers covered some of the subtitled words on the screen, emphasising the frustration and isolation that many in the community feel. The campaign not only delivers a strong call to action for audiences to learn BSL but also as a reminder of the importance of inclusivity in marketing. By actively involving the deaf community in the project, Cadbury Fingers ensures an authentic representation that resonates with the audience it aims to include.
Djerf Avenue
In the realm of fashion, where diversity and inclusivity have become increasingly crucial, Djerf Avenue emerges as a trailblazer, setting a new standard for size inclusivity. This innovative brand has made a bold commitment to showcasing size diversity in all its glory across every facet of its collection both on their website and social.
A standout feature of their approach is the dedication to ensuring customers can see each item of clothing on a multitude of body types. This forward-thinking strategy allows individuals to find their perfect fit and witness themselves reflected as valued Djerf Avenue customers. The brand organised a groundbreaking inclusive fashion show in New York, that featured both disabled and non-disabled models. This innovative showcase not only highlighted diversity and intersectionality as crucial components of their brand identity but also celebrated a range of body types, breaking free from traditional beauty norms.
Maybelline
Makeup brands have had to play catch up in recent years with the global recognition of diverse skin tones. In an effort to be more inclusive, Maybelline launched 16 additional shades of its Fit Me foundation, making the line more accessible to people with different skin tones. It didn’t stop with skin tones, though. Maybelline uses its social media profiles to celebrate cultural moments that celebrate diversity. For example, it celebrated Pride month by showcasing NYC icons from the LGBTQ+ community on Instagram.
During Pride month and Black History Month, Maybelline strategically tagged diverse influencers in their social media posts. This act not only amplified the voices of these creators but also recognised and celebrated their unique perspectives. By doing so, Maybelline fosters an environment of inclusivity and authentic representation, reinforcing its commitment to diversity.
LEGO A-Z Awesome
LEGO launched the “A-Z of Awesome” campaign with the goal of using the connective power of play to create a space for open conversations about gender identity, sexual orientation, and gender expression in the next generation. Recognising play as a universal language that fosters understanding, LEGO encouraged audiences to join in and spark open conversations in their homes, creating a space where stories, experiences, and perspectives from the LGBTQIA+ community can be shared, celebrated, and understood.
Currys
We want to use this article to celebrate not only the one-off inclusive campaigns that deliver impactful messages but also organisations and brands that authentically weave inclusivity and accessibility into their customer experience. Currys is a great example of this.
They have an ongoing affiliation with the Sunflower Lanyard scheme to ensure those with hidden disabilities feel supported and have the best possible in-store experience. Last year, they collaborated with Purple Goat to devise and deliver award-winning campaigns, namely ‘Currys No Worries’ and ‘Currys Tech Hacks’. Currys worked with the disabled influencers across social to highlight the different accessibility features of the in-store experience and range of products. This campaign delivered incredible community sentiment and really solidified Currys as THE go-to tech store for the community and beyond!
Top Tips For Creating An Inclusive Marketing Campaign
Inclusion can feel scary sometimes, as brands don’t know where to start. However, it’s better to do something than nothing at all, and below are some simple tips that will help you on your journey of creating an inclusive marketing campaign:
- Bring the community into the process from the start to ensure authenticity throughout the campaign and that messaging resonates with a diverse audience.
- Steer clear of shortcuts and token gestures. Inclusion is a continuous journey. Understand the diversity of your consumer base to create progressive and inclusive communications that connect with everyone.
Time To Make Your Brand’s Marketing Inclusive
Vanish, Apple, Strongbow, and Microsoft all integrated inclusive marketing into their strategies, effectively engaging and representing the disabled community. This approach not only fosters a genuine connection with a diverse audience but also underscores the significant commercial and societal benefits of embracing inclusivity in brand messaging.
Inclusive Marketing is incredibly valuable, not only in progressing change within society but also in driving real business results.
At Purple Goat Agency, we handhold your brand through making inclusive and progressive comms that resonate with EVERYONE. We work in a way that works for you while staying authentic to the diverse wants and needs of the community.
Partner with us, and together, we can set the gold standard for inclusive and authentic marketing and put your name at the TOP OF THIS LIST.
