HOW BRANDS CAN WIN BIG WITH INCLUSION STRATEGY

Summary from the TLDR Marketing newsletter

Inclusive branding is proving to be a commercial growth driver, with one study showing short-term sales gains of 3.5%, long-term growth of 16.5%, and loyalty increases of 15% when brands adopt inclusive advertising. Mattel's Barbie is a strong example, seeing a 63% revenue jump between 2015 and 2022 after shifting toward inclusivity, while Bud Light serves as a cautionary example for alienating a core base by misjudging identity tensions. To succeed, brands should conduct an identity audit of their customers and brand DNA, run incremental tests to refine messaging and stakeholder alignment, and fully integrate inclusivity into governance, partnerships, and company culture.