Arnon Woolfson’s Post

Diversity isn’t a preference, it’s an expectation. With the rise of social media came the amplification of the voices for minority groups who have shared their stories of feeling excluded - and Gen Z are listening. 7 out of 10 Gen Z consumers value diversity and inclusion when making purchasing decisions, and they’ve become pretty discerning about what that means. For today’s youth, diversity and inclusion is a decision-made in the development of the product, not an afterthought in the marketing. Brands like Fenty Beauty and Dove are renowned for their campaigns, product lines and inclusion of minorities and this is one of the leading factors to their success. And it’s not just a case of the brands who do it right being recognised, the brands who get it wrong are called out and boycotted. Not every brand or product is for everyone, but your brand should feel accessible to those who want to use it; whether that be through wider product ranges, inclusive visuals or purposeful partnerships. Can you think of examples of brands getting it right? Or those who have missed the mark? Comment below 👇

The North Face clothing brand is offering 20% off to customers who pass an hour-long online racial inclusion course 👏🏽👏🏽 Titled "Allyship in the Outdoors", the programme is aimed at "fostering a deeper understanding" of the "unique challenges that people of colour face when accessing the outdoors". I absolutely LOVE this 🙌🏾 The North Face are not just considering race equality internally with their own employees, but, also, how they are using their brand to positively impact the world externally. This should be a key part of any corporate inclusion strategy. We often complain about brands being performative and not doing the work. This is an example of an organisation putting their money where their mouth is and trying something genuinely different. And it's a brave move. This won't sit well with everybody. But radical action rarely does. As expected, the anti-woke brigade are out in full force to condemn the move. And then there is the issue around how they still offer discounts to people of colour who won't need to do the course. But this is a very innovative approach. And of course an hour long course by itself doesn't solve all the problems, but it, if we'll designed, I think it could have some impact with some people. What do you think about this initiative? #Inclusion #Diversity #AntiRacism https://lnkd.in/e5ukZ3rm

Is your brand inclusive in its communication? have you thought about it? according to Kantar study importance of being inclusive is only going to keep growing. Brand Inclusion Index reveals that globally, diversity, fairness, and inclusion are even more important to millennials and Gen Z than other groups. As these populations grow in size – and grow their buying power – diversity and inclusion will also carry more weight. #diversity #inclusion #brand

This is where most companies get it wrong. DEI isn't a marketing campaign. It isn't a transaction. You can offer a 20% discount for providing feedback on products or joining an email list. Same incentive to shift systems of deeply ingrained biases and patterns of behavior? Not so much. Read Audrey Kemp's coverage of the complexities and importance of doing the internal work first. #InclusiveLeadership #Humanize #LeadershipCoaching #Brand

The stats are in and Inclusive Marketing works. Kantar's new Brand Inclusion Index for 2024 shows that a brand's diversity and inclusion efforts influence 71% of US consumers buying decisions. That number is even higher for younger audiences (Gen Z and Millennials). That's just one of the many powerful insights within their report. What are you doing to make sure your brand is putting in the work to reach America's growing multicultural consumer base? VML's Inclusion Experience Consultancy is here to help! We work with our clients to find meaningful and authentic ways to connect with consumers who are often overlooked and underrepresented in marketing. Check out Kantar's full report here: https://lnkd.in/grhqSwbk

How often do brands actually practice what they preach in terms of brand values? In a crowded industry where many brands claim to stand for something, e.l.f. Beauty consistently backs their words with bold action. Unlike the all-too-common ‘purpose washing,’ e.l.f. is out here proving that real impact happens when values are deeply embedded in a brand’s DNA. Take their unapologetically bold "Too Many Dicks in the Boardroom" campaign. Rather than tiptoeing around hard truths, e.l.f. directly challenged the gender imbalance in leadership across industries, sparking meaningful conversations about representation and diversity. They didn’t just stop at surface-level diversity talk—they led with action. Their partnership with Tinder for the "Be Your e.l.f." campaign took things further by celebrating individuality. It empowered users to be unapologetically themselves—encouraging authenticity over societal norms. The message was clear: No filters. No pretenses. Just you. The S(e.l.f.) Made Scholarship — e.l.f. supports next-gen leaders, helping to shape future changemakers across industries. Their partnership with the It Gets Better Project, offering critical support to LGBTQ+ youth through uplifting storytelling. They've consistently championed communities through various initiatives supporting Latin, Asian, and Black communities—providing scholarships, mentorship, and tangible support for those who need it most. The list goes on. For e.l.f., it's about being a brand that fosters connection, love, and hope. 🤝 When you visit their e.l.f. Cares section on their website, it’s clear: This is a brand not just talking about inclusivity, sustainability, and empowerment—they’re living it. 🌍✨ From vegan and cruelty-free products to initiatives that empower underserved communities, e.l.f. is raising the bar. For e.l.f. Beauty, purpose isn’t a marketing tactic — it’s a commitment to doing better and making a real impact. 👑 This is what leading with values looks like.

What is your team doing for Nation Inclusion Week, September 23-27? Nothing planned? We've got you covered! We can bring you our famous deck: 'Why DE&I is WINNING as part of creative excellence', with all the work analysed from Cannes Lion. OR we can bring you the inclusive marketing 'business case' with fresh data and case studies. OR how to plan for 2030 audiences through the lens of DE&I... OR our signature 'unlock growth through understanding bias in marketing' - it's a game-changer. OR ask - we bespoke talks all the time. Be inspired with a talk from our team at Creative Equals. For your Tuesday feed, this killer article from Jerry Daykin

#2 Increase Inclusivity and Diversity Gen Z is the most racially and ethnically diverse generation in history. They expect the brands they support to embrace diversity and prioritize inclusivity. Your strategy should follow suit and build a brand that demonstrates authentic commitment to these values.

#2 Increase Inclusivity and Diversity Gen Z is the most racially and ethnically diverse generation in history. They expect the brands they support to embrace diversity and prioritize inclusivity. Your strategy should follow suit and build a brand that demonstrates authentic commitment to these values.

"I'm afraid we'll say the wrong thing" Over the years, I've heard this countless times before, but none more often than in the past 6 months in the aftermath of the Bud Light and Target incidents. In fact, since late 2023, brands have been investing less and less on #InclusiveMarketing, and although the economy is a factor, I believe a lot of it is fear-based as well. However, the recent "2024 Consumer Perceptions of Inclusive Marketing Study" revealed some important takeaways that brands should take note of: ➡️ Half of U.S. adults think brands have a duty to speak out on political, societal or cultural issues. ➡️ Workforce diversity, women’s rights and racism in America are the inclusion-related issues most consumers want to hear about from brands. ➡️ Despite negative headlines over the past year, just 13% of U.S. adults say brands should not engage in inclusive marketing at all. ➡️ While they take a back seat to other purchase factors, ads promoting inclusivity can be a motivator for some — especially Gen Z adults. What does this tell us? Well, it's time to invest in #inclusion again. Your customers are waiting. #JEDI #EDI #InclusionMatters #InclusiveBrands #InclusiveCommunications #InclusiveAdvertising