Inclusion Pays: Profit Meets Purpose

A year after it was first previewed at the Cannes Lions Festival of Creativity, the “Inclusion = Income” narrative was still front and center – reinforcing the longevity and resonance of this data. Our research was cited regularly both during our own events as well as events we had no role in organizing, and even in the passenger seat of a very small car.

While some conversations and dedicated discussions around inclusive advertising were tempered or repositioned, there was a growing recognition of the positive commercial impact it can achieve.

Released last year, the Alliance's "Inclusion = Income" study provides empirical evidence that inclusive advertising drives positive commercial outcomes, allowing brands to choose both profit and people through authentic, unstereotypical representation.

Further findings from Kantar’s Brand Inclusion Index research found that 75% of consumers globally say that a brand’s diversity and inclusion reputation influence their purchase decisions and 40% of consumers would stop using brands that do not promote inclusion. 

New research, conducted by the WFA found that 82% of global marketers and senior policy leads agree (strongly agree, agree or somewhat agree) that budgets and campaigns are under heavier scrutiny than a year ago. The business case for inclusion, therefore, couldn’t be more timely.

Against the backdrop of increasing financial pressure, Creative Equals’ Ali Hanan asked “imagine if I told you there was a MAGIC piece of tech that could give you 3% short term sales uplift…16.4% sales up lift over 18 months AND increase your brand power by 54%? Would you buy it?”

A resounding “yes” could be heard along the Croisette. “That is the power of inclusive marketing” she continued, making the convincing argument that inclusive advertising is an approach that brands and advertisers cannot afford to ignore.

At a discussion hosted by UK National Chapter ally WACL supporting its ‘Change the stats campaign’ the panelists shared data points and multiple examples that showcase the power of inclusive campaigns in building brand growth, consumer trust and ultimately, better commercial outcomes for brands.

Chloe Davies, Founder of It Takes A Village, also noted during a CMO Brunch hosted by Black At that many companies are reframing inclusive advertising as a growth driver and essential strategy for reaching broader audiences. This shift represents a fundamental change from viewing inclusion as a ’nice to have’, to recognizing it as a competitive advantage.

This sentiment was echoed across the festival: Edelman CEO Richard Edelman emphasized that purpose-driven marketing hasn't disappeared—it's become more personal, with consumers seeking brands that serve their lives, families, and futures.

Keith Weed (CBE), Champion of the UK National Chapter led a dynamic panel at the Unstereotype Alliance Member event about catalyzing inclusion for growth. The conversation featured insights and examples from Brisa Vincente (Co-CEO SOKO Droga5) and Christina Mallon (Head of Inclusive Design, Microsoft) on how inclusive approaches drive innovative thinking and creativity which ultimately, result in better performing campaigns and better products and user experiences.

Weed, later reflected: “We now have a strong economic case for inclusion and Unstereotyping Advertising to add to the moral case. So, whether you’re driven by your head or your heart, now is the time to take action.”