Updating the trend: Authentically inclusive marketing

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?

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 organization 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,” says Marissa Solis, senior vice president of portfolio marketing, partnerships, and media at Frito Lay. “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.”

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.