Incorporating inclusivity into your advertising strategy requires ongoing effort and a willingness to learn and evolve. Brands that prioritise inclusivity not only enhance their marketing results but also contribute positively to social progress and foster a stronger connection with their audience. 

In fact, 87% of UK consumers agree that diversity should be a priority in advertising and marketing. Remember, inclusivity is not just a trend; it’s an essential aspect of responsible and impactful advertising in today’s diverse and interconnected world.

Now, that’s not to say the advertising industry has achieved the goal of total inclusivity – far from it. However, we are seeing brands and businesses take further strides in assuring audiences feel represented and included in advertising practices, and there’s good reason for doing so. 

Are you interested in the impact of inclusivity in advertising and how can you make your advertising strategy more inclusive?

We’ve rounded up the top things you need to know to make your advertising more inclusive. Read on to find out.

1. 67% of people believe that companies should promote a more diverse and inclusive society through advertising.

As the modern world starts to take shape, consumers are more eager to see brands that reflect the diverse world around them, meaning that whoever the audience you’re targeting are, they will likely stand up and take notice of your brand for the right reasons if you embody inclusivity. Although some advertisers have recognised the importance of gender and racial inclusion, there remains significant progress to be made. The representation of people with disabilities and individuals from the LGBTQI+ community in advertisements is strikingly scarce, despite comprising approximately a quarter of our society.

However, whilst businesses need to make an effort, it’s important for brands that before they go live with diversity in their campaigns, that they also ensure they represent an inclusive workplace too.

Making your brand more inclusive starts with an internal shift. To really embed inclusivity into your organisation, we’d recommend Allsorts Youth Project for inclusivity training in the workplace. We worked alongside Allsorts Youth Project and attended their training session, Understanding LGBT+ People and Making Your Organisation More Inclusive, to gain a greater understanding of the experiences of LGBT+ people, became more confident in supporting, and being an ally to, LGBT+ people and discussed how to create more inclusive environments for LGBT+ people. 

Allsorts Youth Project is a fantastic service we would hiiiiighly recommend to any businesses that want to ensure safe spaces for everyone at work. Sorry, fangirl moment over. 

2. When the representation of different gender, race, and sexual orientation in ads is more accurate, purchase intent increases by 44%.

If you want consumers to buy from your brand, they need to feel seen in your advertising. If you are not actively being diverse in your campaigns, and are seen to be ‘jumping on the action’ during important events like Pride and Black History Month, consumers will notice. Facebook even found that in 90% of ads they ran, diverse representation was the winning strategy for ad recall lift when diversity was consistent.

It’s important to represent ALL your customers in your advertising all year round. Consider including more diverse talent in your ads, creating ‘safe spaces’ and advertising on a range of platforms. Google even offers business owners an option to list their companies as ‘safe-spaces’. Companies can market themselves as ‘LGBTQI+-friendly’ and as a ‘Transgender Safe Space’ on their Google listing to let customers know they’re always welcome. These attributes appear on a business’ Google listing on Maps and Search.

System 1 and ITV’s Feeling Seen Report details how diverse advertising essentially lets people ‘feel seen’, with 5 key details on things brands need to understand if they want to make commercially effective work that celebrates and includes diverse groups. The results? Diverse advertising unites us.

3. People are 38% more likely to trust brands that show diversity in their ads.

The key to consumer retention is achieving customer loyalty, and trust plays a big part. If people can see your authenticity in your means to be diverse and inclusive in your advertising, then the link between trust in your brand and products will follow.

But it’s important to include diversity in all aspects of your marketing – including all the way down to your web pages and SEO. Considering that 64% of consumers are more likely to consider or purchase a product after observing diversity or inclusion in advertising, your landing pages and comms across the market should reflect this too.

For example, in the last 5 years, search interest in “gender fluidity” increased by 80%. Are you using neutral terms across your website, or are you labelling products to specific genders, which could cause other groups to feel dismissed?

In fact, 85% reported that LGBTQI+ representation shows that a business is committed to offering products for all types of customers – so why take the risk of making that pool smaller? 

Basically, THE PEOPLE HAVE SPOKEN! Audiences, in general, regardless of how they identify, are searching and interacting with brands that cater to diverse audiences. 

Now don’t get us wrong, advertising still has a way to go with full diversity, but it’s important for us all to make a conscious effort to get us there eventually. Diversity isn’t a token you should just stick in your adverts, it should be just the way it is.

If you want to start your journey to becoming more inclusive in your workplace, you can check out ASA’s advertising guidelines here, or get in touch with Allsorts Youth Project, and find out how their inclusivity training can get you on the right path.