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In today’s world, your audience isn’t just looking at what you sell—they’re paying attention to what you stand for. Inclusive messaging is no longer a “nice-to-have” for brands; it’s a business imperative.
Why? Because people want to feel seen, valued, and respected. They want to know that the brands they support align with their values and reflect the world they live in.
But here’s the thing: inclusive messaging isn’t just about slapping a rainbow on your logo for Pride Month or featuring diverse faces in a campaign. It’s about being intentional, authentic, and consistent in the way you communicate with all audiences.
Let’s break down what inclusive messaging really means and how it can transform your brand.
What Is Inclusive Messaging?
Inclusive messaging is about creating communications that resonate with all segments of your audience, regardless of their background, identity, or experience. It goes beyond representation and dives into the language, tone, and values that shape your brand’s voice.
At its core, inclusive messaging does three key things:
Reflects Diversity: It ensures that your communications include and honor the lived experiences of different communities.
Builds Connection: It creates a sense of belonging for all audiences.
Drives Trust: It shows that your brand is committed to equity and authenticity, not just performative gestures.
Why Inclusive Messaging Matters
The numbers speak for themselves. According to a recent study, 71% of consumers expect brands to promote diversity and inclusion in their messaging. Even more striking, 57% of consumers are more loyal to brands that demonstrate a commitment to DEI.
But this isn’t just about meeting consumer expectations—it’s about creating real impact. When done right, inclusive messaging:
Expands your reach by connecting with underserved or overlooked communities.
Strengthens your brand reputation by aligning with your audience’s values.
Inspires loyalty by making people feel seen and valued.
In contrast, performative messaging or tone-deaf campaigns can damage trust and alienate your audience. Just think about how quickly brands are called out when they miss the mark.
How to Create Truly Inclusive Messaging
Inclusive messaging requires intention, effort, and a willingness to listen and learn. Here’s how to get started:
Start with Research: You can’t create messaging that resonates if you don’t understand your audience. Invest in data, focus groups, and conversations to learn about the needs, challenges, and values of different communities. Instead of assuming what your audience wants, ask them. Whether it’s through surveys or one-on-one discussions, hearing directly from your audience ensures your messaging is rooted in reality.
Reflect Diversity Authentically: Representation matters, but it has to be real. Diverse visuals and stories should be woven naturally into your campaigns—not added as an afterthought. If you’re featuring a multicultural cast in an ad, make sure the context and story feel authentic and not forced. Your audience can tell when it’s genuine.
Involve Diverse Voices in Creation: Inclusive messaging doesn’t happen in a vacuum. The best way to create authentic communications is to bring diverse voices into the room. Assemble a team or advisory group that includes people from different backgrounds, experiences, and perspectives. Their insights will help you avoid blind spots and create messaging that feels real.
Be Willing to Learn and Adapt: Even with the best intentions, mistakes can happen. What matters is how you respond. If your messaging misses the mark, own it. Apologize, take feedback seriously, and commit to doing better. After backlash for an ad campaign that missed cultural nuances, a major brand held open listening sessions with affected communities and implemented new review processes to ensure inclusivity moving forward.
Examples of Inclusive Messaging in Action
Dove’s “Real Beauty” Campaign
Dove launched its “Real Beauty” campaign in 2004 as a response to the narrow beauty standards perpetuated by the industry. The campaign featured women of all ages, shapes, and ethnicities, challenging the status quo of “perfect” models.
Why It Worked:
Authenticity: Dove’s campaign resonated because it felt real. Instead of airbrushed perfection, it showcased everyday women—wrinkles, curves, and all.
Consistency: The campaign wasn’t a one-off stunt. Dove integrated the concept of real beauty into all aspects of its brand messaging, from advertisements to social media content.
Impact: It addressed a genuine pain point—how unattainable beauty standards harm self-esteem. By reframing the conversation, Dove built trust and loyalty with its audience.
Netflix’s Representation on and off Screen
Netflix has made a deliberate effort to increase representation both on-screen and behind the camera. Shows like "Bridgerton" and "Orange Is the New Black" highlight diverse casts and explore stories that reflect different lived experiences.
Why It Worked:
Intentional Representation: Netflix didn’t just diversify for the sake of it. Their shows tell authentic, compelling stories rooted in different cultural and social contexts.
Structural Change: Netflix’s commitment goes beyond content. Programs like their “Fund for Creative Equity” invest in underrepresented creators, ensuring diversity is woven into the production process.
Global Reach: By investing in content from non-Western markets (e.g., Korean dramas, Indian films), Netflix reflects the stories of its diverse audience worldwide.
Ben & Jerry’s Advocacy-Based Messaging
Ben & Jerry’s is a masterclass in brand activism. Whether it's Black Lives Matter, LGBTQ+ rights, or climate justice, the company consistently uses its platform to advocate for social change.
Why It Worked:
Alignment with Values: Ben & Jerry’s has a long history of activism, so their messaging feels authentic and not opportunistic. Their audience trusts that the company’s actions match its words.
Actionable Focus: They go beyond statements. From supporting grassroots organizations to launching dedicated flavors like “Justice ReMix’d” (which benefits criminal justice reform efforts), Ben & Jerry’s ties messaging to tangible impact.
Transparency: The company isn’t afraid to admit where it needs to improve internally, showing a level of honesty that resonates with socially conscious consumers.
Avoiding the Pitfalls of Performative Messaging
Performative inclusivity is one of the fastest ways to lose trust. Here’s what to avoid:
Tokenism: Don’t rely on superficial representation. If your messaging feels like a checklist, it won’t resonate.
Inconsistency: One inclusive campaign won’t make up for a lack of representation elsewhere.
Silence on Key Issues: If your brand stays quiet during moments that matter to your audience, it can come across as apathetic or out of touch.
The Bottom Line
Inclusive messaging isn’t just good business—it’s the right thing to do. When brands take the time to reflect the diverse world we live in, they create connections that are deeper, stronger, and more meaningful.
At Umber + Onyx, we specialize in helping brands craft messaging that speaks to everyone. Whether it’s auditing your current communications, developing inclusive campaigns, or providing training on cultural competency, we’re here to help you create messages that don’t just land—they resonate.
Because in today’s market, inclusion isn’t optional—it’s essential.
Ready to create messaging that connects authentically? Let’s build something meaningful together.
Sources:
Kantar. 2024. “Three-Quarters of Consumers Say Inclusion and Diversity Influence Their Purchase Decisions.” Kantar.com. Accessed December 2024. https://www.kantar.com/company-news/three-quarters-of-consumers-say-inclusion-and-diversity-influence-their-purchase-decisions.
McKinsey & Company. 2024. “The Rise of the Inclusive Consumer.” McKinsey.com. Accessed December 2024. https://www.mckinsey.com/industries/retail/our-insights/the-rise-of-the-inclusive-consumer.
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