Brand Campaigns' Approach For Inclusivity

Ajay Shetty May 31, 2021

Brands across categories are increasingly engaging and developing a positive narrative of 'Inclusivity'. Today's consumers are far more aware and conscious. And they are far more discerning about the brands they choose to support, looking not just at product, but also scrutinising the messages the brand conveys through various channels. By choosing an approach and idea that encourages and empowers every gender, age group, sexual orientation and culture, brands are able to reach out toa wider audience, and take the conversation beyond mere products and services. This is vital in these times, when consumerism for consumerism's sake is increasingly being rejected as a message. Consumers no longer wish to simply know what you sell; they wish to know who you are and what you stand for.

Over the years, brands have come to realise the power of being inclusive and its impact on the audience at large. How a campaign developed with good intent, content and messaging around inclusivity goes on to establish greater awareness around certain causes thus creating greater recall value and goodwill in the minds of people. Adopting a gender agnostic approach and embracing all cultures and orientations, often translates to building an ecosystem of diverse communities, irrespective of where one comes from and what they do. To do this, people must craft ideas around inclusivity and build thought-provoking narratives, not indulging in dramatizing but, rather, sensitising and empathising. This is what will create a more honestly engaging landscape, and bring in more transparency and responsibility in the way brands engage with their audience.

For brands that want to build a genuine social connection with their customers, they must engage in conversations around inclusivity. However, it is vital that these conversations go beyond lip service. Inclusivity cannot stop at a clever message; it must genuinely pervade everything the brand does and says. Brands that can challenge societal traditions, and engage with their audience about the things that matter most to them, can contribute to real change at all levels across socio-economic strata. It is also necessary to take inclusivity behind the scenes; with employment policies and day-to-day operations. Further strengthening a brand's intention and integrity in its customers' eyes. Storytelling, with character driven narratives that honestly address issues important to a diverse audience will ensure far greater reach and impact than exploitative riding-the-wave messaging.

Another important factor brands need to consider while choosing whom to talk to and what to say, is to ensure it aligns with their long term goals. Goals formed around people, products and experiences; both within the company and outside of it. A well-thought-out mix of messaging, branding and execution further enhances reach and acceptance on a large scale. It becomes a conclusive effort where all the parties involved come together to actually live the messaging. As the world hopefully moves towards a more inclusive environment, taking everybody into consideration will help build a society that is free from preconceived notions and not constrained by boundaries set by unrealistic expectations.

As brands continue to weave stories around inclusivity, championing causes that strike a chord with the community, it’s no longer about just the products, features or offerings. Consumers are increasingly choosing brands that are responsible and sensitive; that are aware of the prevailing situations affecting the communities they are talking to, and through. With continued efforts and innovative approaches to inclusivity, in the days to come, we can expect more definitive messaging being introduced by brands across the world.

In conclusion, true inclusivity is a collaborative effort between brands and consumers, with each influencing the other to inspire, to engage, to be open-minded, to take stock of how words and actions affect the world around them. Inclusivity is not a buzzword; it must be an integral part of the worlds we inhabit, personal and professional. It is the only way to create a path to a more secure and successful future.

The author is Ajay Shetty, Founder-Director of Salud Beverages, Urban Lifestyle Brand