The killing of George Floyd sparked anti-racism protests all over the globe, and put inclusivity on the worldwide agenda.
But as companies rushed to show their solidarity with the Black Lives Matter movement on social media, many had trouble getting their message out in the best way.
The shaming these brands received can make it incredibly daunting to post on the topic. You want to show you care and not remain silent, but what is an appropriate response? How can you show you’re taking responsibility without inadvertently offending those you're trying to support?
While it's tough, we've seen brands that have done an amazing job addressing inclusivity. Here are five examples that inspired us and hopefully you too.
Key Takeaways
To be more inclusive in your marketing and social media, remember to:
Take the time to listen, and give minorities a voice by sharing their stories.
Rather than talking about inclusivity, show you're doing the work to get there.
Be honest and humble about what you can and cannot do.
Take the effort to be inclusive of minority groups that might be less top-of-mind, but are equally impacted by your products and services.
Know that all actions matter and can make an impact, yours as well.
1. IDEO Commits To More Inclusive Design
IDEO, one of the largest design firms worldwide, published a series of posts on Instagram discussing their role in fostering inclusivity, and the need for commitment to the cause.
Here is their message acknowledging design's—and by extension IDEO's—role in perpetuating and tackling institutional racism and discrimination:
If you follow the link in the post, you will go to a page where IDEO lists out how they are going to make their organisation more inclusive.
Sandy Speicher, IDEO's chief executive officer, signed off the very first message posted after the killing of George Floyd. And, since then, IDEO has posted messages highlighting and celebrating queerness and LGBTQ stories as well:
Why we think it's great
IDEO's messages recognise the role their work plays in promoting or thwarting inclusivity, the responsibility they carry, and acknowledge how they have failed to address this well enough.
Having their first message on the news around George Floyd signed off by the CEO sends a strong message that IDEO cares. They also show real commitment to change by publishing the actions they are going to take to make their work and company more inclusive.
Their follow-up messages illustrate that IDEO recognises racism is not the only issue that needs addressing. By discussing topics like LGBTQ+ acceptance and gender equality, they note the need for supporting these groups as well.
2. Benefit names Kate Grant as one of its ambassadors
The makeup brand Benefit decided to team up with Kate Grant, an influencer with Down Syndrome. Benefit hired her as one of their brand ambassadors, and her posts promoting their new eyeliners quickly went viral.
Benefit's action is revolutionary, as she is the first ambassador with Down Syndrome ever to have been hired by a makeup brand.
Why we think it's great
Benefit's collaboration with Kate Grant is an excellent example of using the power of influencer marketing to promote inclusion.
There is ample research showing that being represented by the media matters—it impacts how others view people from minority groups, but also the way they view themselves.
By letting Kate Grant represent their brand, Benefit redefines beauty just as Dove did years ago. A bold statement that was well received and supported by its community.
3. The Post Office's Journey to Pride video series
The Post Office, one of the UK's most trusted brands, released a video series called Journey to Pride. These videos tell the stories of employees who came out and the challenges they encountered while doing so.
Here is the powerful story of Ajay Patel:
Why we think it's great
With its Journey to Pride series, The Post Office gives its employees a stage to tell their stories. It provides us with a view into the challenges that come with being LGBTQ, admitting this to friends and family, and the incomprehension and judgment that often comes with it.
It also very powerfully shows The Post Office's acceptance of and commitment to being inclusive. As the Journey of Pride stories are not the tales of strangers—they are the tales of their employees.
And there's a reason why they dare to be so open. Here you can read how much The Post Office has done and is still doing to create a workplace welcoming to all, and sets an impressive example for others on how to achieve the same.
4. Nikon shows what families can be like
After Kordale and Kaleb, a gay black couple with three kids, went viral with an image of them braiding their daughters' hair, they were asked by Nikon to make a video as part of their "I Am Generation Image" campaign. Here they take you through a day in their lives, and tell you more about their inspiring story:
Why we think it's great
Kordale and Kaleb's story shows how varied families indeed can be. It touches a sensitive topic, but in a personable and authentic way, enabling us to relate to and empathise with Kordale and Kaleb. The story highlights that we, as families, often share many of the same wishes and challenges, how different we may look from the outside.
5. Microsoft makes gaming accessible for the physically disabled
To enable people of all different abilities to play videogames with the Xbox, Microsoft designed an adaptive controller that people with physical disabilities can use as well. They made the heartwarming commercial We All Win, that shows kids finally being able to play at their actual level thanks to the new Xbox controller.
Microsoft's commercial was shown during 2019's Superbowl, came in at No. 3 in USA Today's Ad Meter ranking, and won the Brand Experience & Activation Grand Prix at Cannes Lions. You can see here why:
Why we think it's great
Microsoft's "We All Win" highlights an often forgotten group of people: the physically disabled. By designing a controller that people of all physical abilities can use, they put in significant effort to be more inclusive, and it shows the incredible impact it can have on people's lives.
It also makes the challenges of the physically disabled visible. By letting children tell their stories and showing them in their homes, you can start to understand the real impact designing for inclusivity can have on lives.
Like one of the parents in the video says about the role of gaming in her son's life: "It's his way of interacting with his friends… if he physically otherwise can't do it."
We hope these examples have sparked ideas on how you can harness the power of your brand to promote inclusivity as well.
They highlight a few fundamental principles in telling messages that promote acceptance and empathy:
Take the time to listen, and give minorities a voice by sharing their personal stories.
Rather than talking about inclusivity, show you're doing the work to get there.
Take the effort to be inclusive towards minority groups that are less top-of-mind as well, but equally present and impacted by your products.
Be honest and humble about what you can and cannot do.
Even though we were unsure of what to post at first, we knew we needed to stand up for the things that matter, and say something. That's why we chose to:
Share our definition of equality and ask others about theirs, to make our audience think of what real equality and equal opportunities mean.
Make, in solidarity for the women in Turkey, our #challengeaccepted post on Instagram, and encourage them to follow and support the activists who risk their lives in the battle for Turkish women's rights.
Don't underestimate the impact you can make. You might not be Microsoft, but by speaking up about inclusivity and taking action, you can make real change happen. Because all actions, how small they might be, add up in the end.
By doing our best to foster more inclusivity in our daily lives, and make the products and services we work on more inclusive, we strongly believe that each and everyone can make a better society for all!
We know there is a lot to learn, but we are eager to do so. You also saw some great examples of inclusive brands? Let us know via PM on Instagram or send us an e-mail to hello@boomcreativelab.com.