What Is Inclusive Marketing? | Salsify

Sometimes marketing isn’t just about memorable slogans or eye-catching visuals, but speaking a language that all of your potential customers can appreciate — and it’s at least one reason why inclusive marketing practices are gaining increased traction all over the marketing world.

Of course, no question that undertaking measures to improve your organization’s inclusivity is simply the right thing to do, as a matter of principle alone.

There’s also a great deal of business sense underlying these efforts too. One Meta study found that 59% of consumers express higher trust in brands that resonate with their identity in advertisements.

That connection deepens when broken down by demographics too, as the following consumers expressed similar sentiments, according to marketing company Wordstream:

• 85% of Latinx consumers
• 79% of Black consumers
• 79% of Asian American/Pacific Islander (AAPI) consumers
• 85% of LGBTQ+ consumers
• 77% of millennial consumers
• 76% of teen consumers

Crucially, inclusivity doesn’t just build trust — it drives action.

A notable 64% of shoppers in that same poll said they transition from “passive onlookers” to “active engagers” when faced with advertisements they deem diverse or inclusive. You might even say it’s a classic case of “seeing is believing.” 

When customers see themselves mirrored in a brand’s story, it’s easier to see themselves using your products and comfortably fitting into your user community.

It’s also worth noting, though, that Meta’s study found that 54% of those surveyed believed they did “not feel fully culturally represented in online advertising” — a hint, perhaps, that many brands might be overlooking the rewards of engaging with their customers on a more meaningful, culturally resonant level.

Here’s a closer look at the concept of inclusivity, as well as some of the ways brands are embracing this evolving opportunity.

5 Core Principles To Know in Inclusive Marketing

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