Diversity has become a contentious topic across North America, as companies navigate shifting political pressures while developing their strategies. These pressures have created differing perspectives on the value of diversity, leaving many brands uncertain about the right path for their organization. Some have fully embraced and reinforced diversity initiatives, while others have scaled back or even eliminated programs and policies once designed to promote it.
Research shows that ignoring diversity can carry significant risks, making it essential for brands to ensure their approach to inclusion is authentic. True inclusivity means more than just having a diverse workforce. It requires embedding the principles of diversity and inclusion into the very culture and values of a brand. In this blog, we’ll explore what it means to build an inclusive brand, examine the benefits and potential challenges, and highlight examples of companies that have successfully made inclusivity a core part of their identity.
What is Inclusive Branding and Why is it Important?
Inclusive branding is about more than just how a brand is represented on the surface. It’s about fostering meaningful connections with diverse audiences across every touchpoint of the brand experience. While traditional diversity efforts might stop at featuring different people in advertising, inclusive branding reimagines the entire value proposition to resonate authentically with varied communities, abilities, and lived experiences.
At its core, inclusive branding requires three key shifts: accessibility by design (considering different abilities from the outset), cultural fluency over cultural tourism (deep understanding rather than borrowed aesthetics), and systemic authenticity (embedding inclusive values from boardrooms to retail floors).
A recent study shows that more than 65% of all expenditure growth comes from multicultural consumers. Scaling back DEI efforts carries a real business risk, with the potential to miss out on over $ 1 trillion in buying power among key growth segments, being younger and multicultural consumers in the next few years. The same study reports that, over the last year, one-third of all consumers have stopped or reduced purchases from brands that have pulled back on DEI.
Take Microsoft’s redesign of the Xbox Adaptive Controller as an example, they didn’t just create an accessible gaming device; they also revolutionized how the gaming industry thinks about who deserves to play. The controller’s packaging opens easily without requiring fine motor skills, and marketing campaigns feature real gamers with disabilities. Thoughtful moves like these turn customers into advocates and set a new standard for inclusive design.
The Benefits and Challenges of Inclusive Branding
The business case for inclusive branding is about capturing untapped market potential. When Fenty Beauty entered the market with 40 foundation shades, it redefined beauty standards and captured. Its launch was such a hit that it made $100 million in sales within the first month and more than $550 million in annual revenue after its first year. The resulting “Fenty Effect” pushed legacy brands to scramble, proving that inclusive innovation can transform entire categories.
Inclusive branding also builds compound loyalty. When brands genuinely serve overlooked communities, they win the trust of multi-generational households and create passionate brand ambassadors. IKEA’s ThisAbles project is a powerful example. By offering 3D-printable add-ons to make furniture more accessible, the brand strengthened its relationship with families who saw IKEA as truly understanding their daily lives.
Authentic inclusion is not without challenges. The greatest risk is performative inclusion, or in other words, surface-level gestures that consumers quickly identify as hollow. Brands that suddenly pivot to inclusive messaging without meaningful structural change often face backlash that can irreparably damage credibility. The resource commitment is also significant. Genuine inclusive branding demands more than budget; it requires diverse teams, extensive user testing, organizational alignment, and a willingness to make mistakes and learn from the very communities being served.
Brands That Have Successfully Adopted Inclusive Branding
Successful inclusive branding is the result of deliberate strategy and genuine commitment. These brands demonstrate that inclusion, when done right, becomes a powerful differentiator.
Dove’s Real Beauty evolution shows how inclusive branding must consistently push forward. Beyond featuring diverse body types, Dove now includes Braille on packaging and has created products for textured hair. Their “Crown Act” advocacy, fighting discrimination against natural Black hair, shows how inclusive brands must sometimes challenge systems, not just serve markets.
Mastercard’s True Name initiative allows transgender and non-binary cardholders to use chosen names without requiring legal changes. This seemingly simple change required reimagining backend systems and training customer service representatives. The result? Mastercard captured loyalty from LGBTQ+ consumers and allies who value concrete action over hollow statements.
LEGO’s Braille Bricks revolutionize learning for visually impaired children while maintaining compatibility with traditional sets, allowing sighted and visually impaired children to play together, true inclusion rather than separate solutions. The brilliance lies in maintaining their core play experience while expanding who gets to participate.
Image Source: Lego’s Official Website
Procter & Gamble’s Herbal Essences introduced tactile markings on bottles to differentiate shampoo from conditioner. What started as an accessibility feature became universal, and anyone who struggles to read bottle labels in the shower appreciates this innovation. By sharing these design standards across the industry, P&G demonstrated how inclusive branding can lift entire categories.
Google’s Live Transcribe automatically captions conversations in real-time, but what makes it truly inclusive is the integration into its broader ecosystem. It’s not a separate “accessibility product” but a feature benefiting everyone, from people in noisy environments to those learning new languages. This universal design approach demonstrates how inclusive thinking leads to better products for all users.
Going Forward
The future of inclusive branding isn’t a choice between commercial success and social responsibility but the recognition that the two are inseparable. As demographic shifts continue to reshape markets, brands that fail to embrace genuine inclusion risk not just criticism but irrelevance.
Forward-thinking companies are moving beyond defensive inclusion (responding to pressure) toward offensive inclusion that drives innovation. Nike’s FlyEase line, originally designed with adaptive closures for athletes with disabilities, is now embraced by professional athletes for quick changes. OXO’s ergonomic kitchen tools, first created for people with arthritis, became the gold standard for comfort and usability across households worldwide. This is the multiplier effect: solving for edge cases creates better solutions for everyone.
In today’s polarized environment, the key to inclusive branding is not about politics but about market reality. The real question isn’t whether to embrace inclusion, but how quickly and authentically brands can evolve to serve the full spectrum of human diversity. Those who treat inclusion as a constraint rather than a catalyst for innovation will end up designing for a world that no longer exists.
