Rhea Pradhan

Section G - 412
Marketing Management
Voluntary Assignment

Inclusive Marketing
On Appalachian State University’s website, I found an interesting line, “Diversity is the chief
informant of the creative life force and the central reality in our understanding and stewardship of it.”
Diversity has existed in our world since the beginning of time, but finally now, in this age, it is
recognized positively. Race, ethnic origin and color, religion and creed, sexual orientation, age and
ability, preferences and choices, are some of the categories of diversity that we recognise in humanity
today. Recognition and comprehension of this vast variety is what will take us forth in the future, with
innovative product ideas, services, advertisements etc..

Inclusive marketing is essentially the process of marketing where you create content that truly reflects
the diverse communities that your companies serve. So how did companies like Nike, Rihanna, and
various others use diversity for the betterment of their companies?

Essentially marketing is the process of figuring out the needs of your customers and fulfilling them. So
what better a way to make profits from this than to recognize the places where sections of our society
have been overlooked and then building on those? Nike launched pro-hijab sportswear for Muslim
sportswomen, Rihanna recognised the absence of foundation (makeup) for people of varying skin
tones and launched Fenty, and various other brand having launched products promoting inclusivity.
In fact even the movie industry had banked in diversity, with Marvel’s Black Panther having won 3
Oscars and many more awards in 2018.
https://www.forbes.com/sites/soniathompson/2018/08/30/how-nike-rihanna-and-procter-gamble-
use-inclusive-marketing-to-win-more-customers/#70b49b527c07
Besides race and color, companies are also seeking to include disability and sexual orientation, like
Kleenex with its ad connecting disability and support through a little dog named Chance.

A number of beautiful ads depicting love in any form and through any gender,
(https://adage.com/article/advertising/top-10-lgbt-themed-ads-year/301923 ) and inclusivity in the
spirit of body positivity and awareness.

Another form of inclusivity which opened up a whole new segment for KFC and Burger King is their
expansion to vegan burgers from meat based products. Thus enchanting the vegan/vegetarian
sections of society and earning new revenue from a new target group.
https://www.forbes.com/sites/soniathompson/2019/08/31/2-lessons-in-inclusive-marketing-from-
kfc-and-burger-kings-popular-launches-of-plant-based-meat/#51d525262822

70 percent of Millennials are more likely to choose one brand over another if that brand demonstrates
inclusion and diversity in terms of its promotions and offers, according to the 2018 Accenture Holiday
Shopping survey. And why not, with an increasing awareness spreading rapidly in this internet age,
brands that promote inclusivity win brownie points for social responsibility and make their consumers
feel like they care, about everyone, resulting in a person developing an extremely positive brand
association, possibly resulting in brand loyalty.