We are witnessing a generational shift and the rise of new culture that demands everyone to be welcomed and understood. Brands are operating in a very complex sociopolitical environment and are encouraged to embrace inclusivity as never before. Looking ahead to 2025, the challenges for social sustainability will intensify; (armed) conflicts are multiplying, large-scale migrations are creating pressing issues for both migrants and host nations, and extreme political movements are on the rise. Social sustainability will be put to the test, and brands must be prepared to engage responsibly and meaningfully in this evolving global environment.
Given this scenario, brands will need to be clearer than ever about what they stand for, how to bring people together, and how to navigate such sensitive social topics. Marketers need to be prepared: have a clear DEI strategy, reliable data to make sound decisions, and high cultural intelligence – especially around controversial issues. When we look at some of the most sensitive topics, we find that racial equity and gender inclusion are the most critical issues to understand.
Inclusion as a brand growth driver
Inclusion in marketing goes beyond social responsibility - it’s a powerful driver of brand growth. One of the key accelerators of growth, according to Kantar’s Blueprint for Brand Growth, is predisposing more people to choose your brand. In its essence, predisposition is the consumer’s feeling that your brand is the right choice. By embracing inclusion in marketing, you're tapping into an existing, yet often overlooked, market. It’s about recognizing and addressing the diverse needs of people who have long been ignored by brands.
The Brand Inclusion Index (BII) study recently conducted by Kantar reveals that half of the Dutch population prioritizes purchasing from companies that actively promote diversity and inclusion. These numbers are even higher amongst audiences that have been traditionally underserved by brands, such as LGBTQ+ community or people with disabilities. Inclusive marketing therefore isn’t just the right thing to do—it’s a strategic move that broadens your audience and strengthens your brand’s appeal in a meaningful way.
Getting inclusion right
Getting inclusion in marketing right, however, is one of the most challenging aspects for marketeers nowadays. How can a brand holistically and bravely step up in the marketplace? How does it engage with inequity and addresses it through product innovations? Is the brand intentional in positively representing people of diverse backgrounds? And how much effort is the brand making to integrate everyone, but especially those who tend to be left out?
Kantar’s BII study in The Netherlands highlights just how important these questions are. About a third of Dutch consumers reported experiencing discrimination during the last year, most often when in touch with a brand or at a commercial location. And while more than half of Dutch people feel that brands are trying to be more diverse and inclusive, there is still significant room for improvement.
For example, Kantar’s LINK creative testing database shows that while 94% of the ads feature women, only 7% of those feature women in nontraditional roles. Secondly, only 3% of tested ads overtly show people with disability, while 16% of the global population experiences a significant disability. Lastly, there is no representation of LGBTQ+ community within Dutch advertising, failing even below the global average of 3%.
It’s important to recognize that Dutch marketers are making efforts toward inclusion. While there are good intentions in the industry, it’s clear that inclusion is a journey, and we’ve only just begun. Many discussions still center around representation, missing out on the strategic opportunities that could drive real, positive change.
There is a significant opportunity for Dutch brands to stand out and establish themselves as leaders in this space. Currently, only 2 in 5 Dutch consumers can spontaneously name a brand they consider to be the most inclusive. For example, HEMA stands out as a spontanenously mentioned Dutch brand for LGBTQ+ people. This Dutch department store chain is committed to actively supporting LGBTQ+ people not only during Pride Week, but throughout the year. One recent example is the Toon Je Kleuren (Show Your Colors) campaign, with donations to the LGBTQ+ rights group COC Nederlands. Unox is also mentioned often. Besides internal strategies in which DEI is central, this food brand’s most recent campaign, Het Gevoel van Thuis (The Feeling of Home), conveys warmth and humanity with real stories. The special sibling bond between Dutch singer/model Easy May and her brother Dyce, who has Angelman syndrome, is depicted in an authentic way.
On the other hand, for some consumers, it might be easier to name brands that have previously been publicly accused of being the opposite of inclusive. For instance, in the past, the American clothing brand Abercrombie & Fitch admitted to burning leftover stock (source) on purpose instead of donating to those of a lower socio-economic class. Other brands, such as the American lingerie brand Victoria’s Secret, are infamous for portraying unrealistic body images and offering limited sizing. Despite VS’s recent efforts to appear more inclusive by working with models of all genders and sizes during the 2024 Victoria’s Secret Fashion Show, many consumers find it difficult to regain trust in this brand.
In conclusion, brands (and especially larger ones) don’t only have a responsibility to facilitate social change but can leverage it as a key business imperative as part of their strategy to grow. For more detailed results into the Dutch diversity, equity, and inclusion (DEI) landscape, benchmarks for inclusion and inspiration from brave brands, download the Brand Inclusion Index booklet and get in touch with us.