Publish Date: Eki 16, 2025
Half of the UK’ s population wants to their advertising to be more inclusive. Getting inclusion right builds business, builds trust and builds a better future for all. At an event held by Channel 4, the Unstereotype Alliance shared data and tools to help brands be better.
Channel 4 and ISBA hosted Mirror on the Industry in London, serving as a powerful reminder that authentic representation drives real business results. The event explored the evolving landscape of diversity, equity and inclusion in media, with a clear message: it’s time to move beyond “inclusive marketing” and start reflecting real human lived experiences.
Melda Simon, UK Lead of the Unstereotype Alliance joined a wide range of panelists after Channel 4’s insights team, Katya Des-Etages and Bronte Skelcher- Maxwell, kicked off with the findings from the latest Mirror on the Industry research.
Inclusion = Income and we have the data to prove it
Melda Simon shared data from the Unstereotype Alliance’s global study with the University of Oxford’s Said Business School which found that brands with more inclusive advertising see a 3.5x increase in short-term sales and 16% uplift in long-term performance. Consumers are 62% more likely to choose representative brands first, and those brands command 54% greater pricing power. This means inclusive advertising is a tool that brands can use to futureproof growth in ever shifting markets.
Inclusion is a growth strategy.
Brands that treat inclusion as a growth strategy – rather than a compliance exercise – can invest in integrating inclusion into every element of their business. Building equity, reach, and relevance - not just checking a box.
Move from intention to impact
Current sentiment is shifting: 62% of respondents to Channel 4’s research noted brands emphasizing inclusion more, signaling that the industry is listening. But there's a gap between awareness and action.
Real change requires transparency: setting inclusive KPIs, tracking progress, and reporting results honestly.
The sentiment coming out of Mirror on the Industry is straightforward: brands that authentically reflect real lives will outperform those that don't.
Inclusion isn't just the right thing to do - it's the smart thing to do for business.