Inclusive Marketing


Inclusive marketing (also called inclusion marketing or diversity marketing) refers to marketing strategies, tactics and technologies that have a goal to create a sense of welcoming and belonging, often for members of demographic or societal groups considered underserved, marginalized or legally protected.

Common objectives for inclusive marketing are to communicate that differences among people are respected and valued by the enterprise. These differences can include ethnicity, race, gender, age, religion, sexual orientation, body type, presence of disability, or any other factor.

While individual executions within an inclusive marketing campaign may focus on a specific segment, inclusive marketing campaigns are not narrowly targeted to reach a specific group but are meant for the broader public.

One common tactic of inclusive marketing campaigns is the use of a diverse cast representing various minority groups, but this practice is neither necessary nor, by itself, sufficient for a campaign to be inclusive. [1]

Commonly cited, well-known examples of inclusive marketing include Coca-Cola’s “Hilltop” (1971), Benetton’s “United Colors of Benetton” (1984), and Dove’s “Campaign for Real Beauty” (2004).



  1. Common Language in Marketing Project, 2021.

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