Companies scaling back their diversity and inclusion efforts in marketing may want to reconsider. A global study conducted by the Unstereotype Alliance and researchers from Oxford University's Saïd Business School has empirically proven that inclusive advertising — which it defines as "content which authentically and positively portrays a full range of people and is devoid of stereotypes," has a significant positive impact on business performance across multiple metrics.
The study, which analyzed 392 brands in 58 countries, found that inclusive ad campaigns deliver 3.5% higher short-term sales and 16% higher longer-term sales compared to non-inclusive campaigns. They also result in a 62% higher likelihood of the brand or product being a consumer's first choice and 15% higher customer loyalty. Crucially, these benefits extend into the long term, with inclusive advertising contributing to stronger brand reputation and higher brand value over time.
Using proprietary data provided by Unstereotype Alliance members Bayer Consumer Healthcare, Diageo, the Geena Davis Institute, Kantar, Mars Incorporated, Mondelez International and Unilever, the research covers diverse product categories, including confectionery, personal care, alcohol and household products. It represents the first comprehensive, data-driven challenge to the notion that inclusive advertising could negatively impact business performance — an argument that's been used to resist or dial down inclusive marketing despite a lack of evidence.