Brands Once Used Elitism To Market Themselves. Now Inclusion Sells.
A generation ago, many brands promoted products by cultivating an image of privilege. Ads oozed wealth, glamour, and a very defined concept of beauty. The bulk of them centered on people who were thin, white, cisgender, and non-disabled. While ads based on exclusion haven’t vanished, today, inclusion sells. It’s hard to argue that a business can be truly innovative if it’s leaving out large swaths of the marketplace; a fashion brand can hardly call itself mainstream and superior if its size range is too small for the average shopper to wear. In this way, inclusivity has become its own metric for being best in class, and millennials are responding with their dollars. Research shows that the generation, projected to outnumber baby boomers in 2030, respond to marketing that’s relevant and authentic, and reflects the diversity they see in their communities. Because it pays for companies to be inclusive, some brands are making inclusion the entire focus of their product lines. Read more at Vox.
