In the United States alone, racial and ethnic minorities make up nearly 40% of the population. And this number is likely to grow as 51% of children under 15 were considered part of a minority in 2019.
But the country's diverse population doesn't just include people of different races or ethnicities. Roughly 4.5% of US adults identify as LGBTQ, and more than 40 million have a disability.
Odds are, some or many people within your audience have something unique about them that makes them different, whether it be related to race, ethnicity, gender, sexuality, or physical abilities.
Diversity and inclusivity are more than just buzzwords. They are cornerstones upon which we should be moving forward, together, as an industry. Inclusive and diverse marketing reflects the world we actually live in and is that much more effective and relatable as a result.
Unfortunately, we still have a long way to go before it becomes the norm but there are some brands and some ads that have been fighting the good fight longer than most. Diversity, equity, and inclusion initiatives top every HR leader’s list of priorities these days and most creatives understand the well-documented benefits diversity delivers.
But these are the brands and agencies putting their money quite literally where their mouths are, and they deserve to be celebrated.
I’d like to buy the world a Coke
Yes, it’s something of a cliché now but in 1971, Coca-Cola spent $250,000 ($1.6 million today) to put 65 people on a hilltop in Manziana, Italy, and bought them a Coke. What resulted was one of the most iconic commercials and marketing campaigns of all time. It was also one of the earliest examples of diverse marketing.
Every name’s a story
The only thing I ever wondered when in Starbucks, was if they would ever spell my name right. But I never thought of the people who could choose their name, any name they want, and hear it out loud. The great insights behind this message and the fact that it's matched with a unique characteristic of the brand, makes it one truly impressive campaign.
Meet the Superhumans
I think we take for granted today just how impactful the Paralympic Games of 2012 and 2016 were for so many people and this campaign is a major part of that. Before Channel 4 took on coverage of the event it was seen as “the second cousin to the Olympics” but the games themselves and this campaign completely changed that. It’s the very definition of iconic and diverse and I struggle to name a campaign more powerful.
Real beauty
Dove, a Unilever brand, has created campaigns focused on real people—people of color, the LGBTQ community and people of all ages and body sizes. Its “Real Beauty” campaign brings the brand down to the level of consumers, not to the level of models or people of a so-called “perfect” size. Dove has also shaped messaging for children, starting at critical ages, to eliminate negativity around body shape and size. The "you're more beautiful than you think" tag is also one of the most elegant and emotive of the last decade.
Savage X Fenty
If you only know Rihanna from her music, it's definitely time to catch up. Ever since the trailblazer launched Fenty Beauty, she changed the entire industry. She created an inclusive makeup brand for every tan, with all colors and shades represented (see image from Fenty below for a sneak peek). But more importantly, by creating her own inclusive brand and being incredibly successful while doing it, she made every other beauty company conscious of the importance of diversity and inclusion. More importantly, perhaps, she showed them it could be profitable!
