Spilling the Diversi-tea and Inclusivi-tea

When cooking up great visual campaigns for brands, inclusivity is not only a key ingredient but an imperative element. Representation in the media has certainly made strides, but there is still room for growth. Like the TV shows and movies we consume, or the headlines we read about, everyone wants to see themselves represented. 

From the models we admire to the content creators we try to emulate, diversity and inclusion is finally having its moment across several categories including age, gender, ethnicity, religion, disability, sexuality, body size and more - finally better representing and reflecting the world and communities we live in.

Brands that get this and translate this into their advertising, marketing and social media will have much better chances of successfully connecting with their audience. As a result, these brands will most likely resonate with their fans and garner even more public support and loyalty.

One of the brands that has constantly been on their “A” game and consistently champions representation is Nike.

Among Nike’s stellar lineup of campaigns is the 2017 “Equality” campaign, exemplifying the importance of diversity and fairness when it comes to opportunity: “Worth should outshine colour.” Featuring celebrity athletes like Lebron James, and Serena Williams, this campaign rallied for respect and aimed to inspire people to stand up for equality on and off the court, and everywhere in between.

Nike continues to lead the pack of consumer brands striving for change when it comes to brand ambassador inclusivity, along with representation in their marketing campaigns, according to Adobe research from May 2020.

Stepping into the spotlight more recently are both of Rihanna’s endeavours with Fenty Beauty and Savage X Fenty. Not only does Fenty Beauty have one of the largest makeup shade ranges of any beauty brand on the market, but both Fenty Beauty and Savage X Fenty feature a diverse cast of ambassadors ranging from different backgrounds, sexualities, gender identities, sizes and age groups. With the Savage X Fenty Show now returning for Vol. 4 in 2022 with an even more robust lineup of celebrities cast in the show, it’s clear that diversity and inclusion not only resonate with consumers, but it’s well-celebrated, shown by  the clear success brands have experienced.

This is also clear with Canadian-founded undergarment brand Knix, which also rose to success promoting their inclusive-sizing, quality products designed for every age. Their campaigns incorporate models, as well as customers from different backgrounds, sizes and ages, reminding consumers that this conscious brand is truly made for everyone. 

With more and more brands being more thoughtful about how they market themselves, it’s surprising and disappointing when brands fail to be inclusive and simply miss the mark - Something that often results in public backlash and a negative brand image. 

Contrary to Savage X Fenty’s success, there is a brand in the lingerie space that has been ignoring these new inclusivity pivots that should be standard practice at this point. Victoria's Secret (VS)has suffered criticism and a steady decline in recent years - especially following the comments by the brand’s former head of PR in 2018, who claimed the brand would not include more plus size and transgender models, because the “show is a fantasy.” Many consumers were outraged and took to social media to call the brand out, with many also boycotting the brand all together, as the comments were dismissive to a segment of their supporters who no longer resonated with the brand. 

While Victoria Secret has made attempts to rebrand and increase their plus size representation, it seems it is too little, too late. After predominantly showcasing models/sizing that represented the beauty standard, it was clear when Savage X Fenty stepped onto the scene that they offered their customers more, and VS suffered as a result. The brand has discontinued their annual VS Fashion Show due to a lack of viewership and also failed to capture the attention of consumers at the retail level, ultimately continuing to shrink their store count in Canada, as well as the US.

Showcasing the power of consumers and catering to all, it’s important for brands to evaluate if their approach is diverse and inclusive enough to be able to resonate with a widespread pool of fans, otherwise they risk becoming a brand of the past.

With all this said, diversity isn’t the only thing brands need to keep top of mind. It’s also important to be inclusive and transparent.

According to Forbes “Gen-Z is the most racially and ethnically diverse generation in U.S. history” and “Many will only work and buy from brands that contribute to a more inclusive world.”

In the wake of callouts to end systemic racism by the public, which includes more brand transparency, it’s clear as the world looks to move forward that the public and potential employees will be watching closely. 

After all, it's 2022 - no one wants to be tied into PR scandal that makes them or their company look discriminatory, because that’s not a vibe.

Written by Meena Nowrattan