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Brand Inclusion: Why We Connect More With Companies That Care

  • Blog
  • 05 June '24
  • 7 mins
  • Rob Helsby

Brand Inclusion

I recently had the pleasure of presenting a webinar with Socitm as part of their Accessibility Week. It was an incredible experience where I delved into all things brand inclusion, and how combining brand purpose with accessible design can genuinely help foster stronger customer relationships. The webinar was a hit (if I do say so myself!), and I thought it would be useful to get my thoughts down on digital paper as well. Keep on reading to learn more!

What is Brand Inclusion? 

Imagine walking into a room where every single person is welcomed with open arms – that’s what brand inclusion feels like. Simply put, brand inclusion is about ensuring every individual feels valued, respected, and included in every interaction with a brand. Whether it’s through product design or customer communication, when a brand goes out of its way to be inclusive, not only is it the right thing to do, but it makes your customers feel good. Personally, I’m much more likely to stick with brands that genuinely care about me than those that don’t!

Being inclusive isn’t just good for business either; it’s good for society, and by embracing diversity and accessibility, brands can help break down barriers and ultimately make the world a better place. 🫶


The Power of Brand Purpose

These days, consumers crave connections that go beyond just transactions. We want brands that stand for something more. That’s why inclusivity in brand identity and messaging is absolutely crucial. Brand purpose, often referred to as a company’s “why”, goes further than making a profit. It’s about the values, beliefs, and societal impact that drive everything they do. 

And this isn’t just my opinion — 53% of consumers need brands to take a stand on at least one social issue in order to win them over. However, expressing brand purpose requires inclusivity across all aspects of the brand experience, and that’s where accessible design comes into play.


Brand Purpose + Accessible Design = Stronger Customer Relationships

This equation is the KEY to building stronger customer relationships, and here’s why 👇

  • Trust and Authenticity: When a brand’s purpose aligns with social causes and is reflected in its actions (more on this later!), it builds trust. Consumers are more likely to connect with brands that care about making a positive impact than those that only seem to talk about themselves.
  • A Sense of Belonging: Accessible design ensures the diverse needs of consumers are all considered, creating a sense of belonging regardless of abilities and backgrounds.
  • Emotional Connections: Brands prioritising inclusivity demonstrate empathy, which leads to deeper emotional connections with their audience. 
  • Customer Loyalty: When consumers feel seen, heard, and valued, they’re more likely to become your brand’s loyal advocates.  
  • Market Differentiation: Let’s face it, the market is highly competitive, and brands that prioritise inclusivity stand out from the crowd. 

Avoiding Virtue Signalling 

Following on from the above, let’s talk about virtue signalling – and why this is one of the worst things you can do for your brand!

In a nutshell, virtue signalling is when a brand tries to show off its moral superiority, without actually making any meaningful changes. For instance, posting a black square on your socials in support of racial justice but failing to address systemic racism within your own organisation, or slapping a rainbow on your company logo during Pride Month, but doing nothing to support LGBTQ+ communities. It’s all well and good to be seen as an ally, but without action, your customers will see right through it.

Instead, brands should align their actions with their stated values and commitments to diversity, equity, and inclusion.

Living Your Values

To truly live your brand values, don’t just blue tack them in your office! Integrate inclusive practices into every aspect of your business, from hiring to marketing, to product development and customer service.

  • Listen and Learn: Seek feedback and input from underrepresented groups by conducting surveys, hosting focus groups, or engaging with customers through social media and community events.
  • Representation Matters: Strive for diverse representation in your marketing and advertising campaigns, featuring models, spokespersons, and influencers from various backgrounds, ages, sizes, abilities, and identities. A great example of this in action is Dove’s ‘Real Beauty’ campaign, trailblazing the way in promoting realistic and diverse representations of beauty.
  • Training and Education: Invest in employee training to promote awareness and understanding of diversity and inclusion, including offering things like workshops, seminars, and ongoing diversity training programs.
  • Partnerships and Advocacy: Partner with advocacy organisations and community groups that champion diversity and inclusion. Supporting initiatives for social justice and equality demonstrates your brand’s commitment to making a difference. Take a look at Nike – they partnered with former NFL player Colin Kaepernick, also known for kneeling during the national anthem in protest against racial inequality and police brutality, for their ‘Just Do It’ campaign with an extremely powerful slogan – “Believe in something. Even if it means sacrificing everything.”

Brand inclusion isn’t a trend, it’s a necessity for creating more meaningful connections. By embracing it today, you can make a lasting impact on both your customers and society as a whole.

If you want to see some more awesome examples of inclusive brands that get it right, I covered plenty more of this in the webinar which you can find on-demand below. I also shared some useful resources, such as inclusive image libraries, which will help you better connect with all your users.

Interested in learning more about inclusivity and accessible design?

Get in touch with myself or the lovely Experience Design team here at Cantarus. You can email us at [email protected] or see here for more information. We’d love to help your organisation make a positive impact!

Headshot of Cantarus' Senior Content Marketer, Tabby

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