Updating the trend: Authentically inclusive marketing

Authentically inclusive marketing

Updating the trend

Share

14 Aug 2022

4 minute read

Next in our Global Marketing Trends series: What’s new in authentically inclusive marketing? And how is it impacting your industry?

Our 2022 survey confirmed that consumers shop more with brands that commit to addressing social inequities. But how do you craft intelligent campaigns that feel truly authentic to a diverse and multicultural consumer base? Our 2022 trend report explored the benefits of building marketing teams and campaigns that are genuinely inclusive from the ground up.

Now we want to hear from you: How have you used authentically inclusive methods to drive growth in your industry? How has authentically inclusive marketing impacted your industry this year?

Recapping the trend

AUTHENTICALLY INCLUSIVE MARKETING

In October, we proposed that winning over your future customer takes a commitment to DEI both in front of and behind the camera.

Here are a few key facts driving this trend:

High-growth brands are 1.9X more likely to have DEI-related talent objectives than negative-growth brands
57% of consumers are more loyal to brands that commit to addressing social inequities in their actions
94% of CEOs indicated that DEI was a personal strategic priority, and 90% agreed that their organisation aspired to be a leader on the topic, according to the 2022 Fortune/Deloitte CEO Survey.

“It’s not just who we hire internally, but who we work with. We want to make sure we’re working with a diverse array of content creators, agencies, directors, and producers to influence the industry and be culturally relevant in how we convey those messages—in an authentic way.”

Marissa Solis

Senior vice president of portfolio marketing, partnerships, and media at Frito Lay

What’s new in authentic inclusivity?

EQUITY-CENTERED DESIGN

The Deloitte Digital Ethos team explored how integrating diverse perspectives throughout the design process can help achieve more powerfully inclusive outcomes. One recent example: a groundbreaking project for the United Negro College Fund designed to help faculty at Historically Black Colleges and Universities (HBCUs) create more effective online curriculums.

Read the Deloitte perspective.

THE CREATIVE LADDER

What do Ryan Reynolds, Deloitte, and the Cannes Lions International Festival of Creativity have in common? A deep commitment to making creative marketing careers more accessible to marginalised communities. Get the details on our new Creative Ladder partnership with Ryan Reynolds.

INCLUSION IN ACTION

Deloitte Digital partnered with the Ad Council, inviting girls to explore engineering with our She Can STEM campaign. This user-generated content competition challenged girls to code Minecraft worlds for a virtual concert featuring award-winning musician Ruth B. The result? An inclusive gaming and performance representing 659+ hours of coding and engineering exploration from girls all over the world, while also earning a Webby Award!

Looking ahead

Next up, we will check in on the intelligent creative engine trend, with fresh insights from our team on the importance of infusing creativity into every aspect of your business transformation: from design, to strategy, to sales, to service.

Need help crafting more authentically inclusive campaigns?

Choose your country or region

Choose your country or region

Deloitte Digital

Deloitte

FOLLOW US TO CREATE GREAT IMPACT

CHANGE LOCATION

Choose your country or region