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One of the more thorough articles I’ve read on how inclusive brands fuel growth. It includes a Brand Inclusion Framework that sheds light on the systematic and structural changes needed to become an inclusive brand. I think there are many ways to guide a brand to intentional representation and business practice transformation, but the framework is useful food for thought. The framework outlines : ?? How to SEE the market - making the needs of historically underrecognized communities part of the regular investigation and configuration of market opportunities ??How to SERVE the market- this involves designing new products, developing new services, and other commercial activities that improve your product-market fit with underrecognized communities. ??How to BE in the market - how a brand shows up in the market, specifically in managing the customer experience, communication channels, and brand advocacy efforts. These are often the most visible areas of action and the easiest to implement. In summary, the authors outline: “Inclusive brands are intentional in defining their customer base, developing product offerings, and taking action in the market in ways that serve historically underrecognized communities. “By serving the needs of HUC consumers (historically under recognised communities ), they unlock new sources of business value.” “At the same time, they cultivate inclusivity in the market and nourish a greater sense of representation, respect, and belonging in our society.” Link to article in comments ???? ——————————— As part of my work as an inclusive marketing consultant, I can help you look at ways to systemise inclusion into your brand and marketing process in ways that will help your brands win and make your consumers feel seen. DM me for more details. #InclusiveBrands #InclusiveMarketing #InclusiveLeadership #NetPositiveBrands

????2024 Brands That Matter: What Sets Them Apart????? Fast Company latest report highlights the top brands that are making a meaningful impact in 2024. So, what sets these brands apart? Here are a few key takeaways: - ?Authenticity and transparency are key to building trust with customers. - ??Brands that prioritize diversity, equity, and inclusion are more likely to resonate with consumers. - ??Companies that focus on creating positive social and environmental impact are seeing significant returns. Check out the full list of 2024 Brands That Matter and learn more about what makes them successful. #BrandsThatMatter #Marketing #BrandPurpose #Authenticity #Transparency #DiversityEquityInclusion #SocialImpact #Sustainability #CMO.

65% of marketers are afraid of ‘getting it wrong’ according to research from the Unstereotype Alliance. While creativity has long adopted the language of bravery, the uncomfortable truth is no matter how many ‘feel the fear and do it anyway’ posters we put up in our offices, as organisations and individuals we are afraid. With this in mind, we asked industry leaders to look beyond the surface and consider if that fear of ‘getting it wrong’ is holding brands back creatively. Article features insights from: Ije Nwokorie, Chief Brand Officer, Dr. Martens plc, Taide Guajardo, Chief Brand Officer - Senior Vice President Brand - Europe, Procter & Gamble, Sebastian P. and Ishani Rege, Inclusion Consultants - Strategy, Creative Equals, Rachel Lowenstein, Global Head of Inclusive Innovation, Mindshare Read the full article via the Creativebrief platform: https://lnkd.in/e_HfmvbM

ENTER NOW: FAST COMPANY'S BRANDS THAT MATTER 2024! Brands: Applications now being accepted for Fast Company’s annual Brands That Matter awards - the premier showcase for brands that excel in making emotional connections, communicating purpose, and maintaining cultural relevance. For the first time, we are also excited to introduce the CMOs of the Year awards, recognizing marketing leaders whose vision and creativity have significantly influenced our cultural landscape. #social #socialimpact #recognition #dogood #community #sustainability #climatechange #dei #governance #corporateresponsibility #responsiblebusiness #company #business #corporation #CMO #leaders #PR #publicrelations #marketing #marketing #marketingstrategy #mission #corporatemission #values #customer #cx #consumer #consumerjourney #marketingfunnel #fullfunnel #media #makeadifference #ethics #authenticity #chiefmarketingofficer #marketingleadership #brandsthatmatter #society #goodbusiness #revenue #success #socialmedia #social #engagement #consumerengagement #advertising #corporate #corporatemessage #vision #businessleaders #fastcompany #genuine #aspiration #inspiration #businesssucess #influencer #creativity #productivity #transformation #innovation #originality #awards #awardsprogram #thoughtleadership #impressions #mediaimpressions #roi #apply #applynow #application #cultural #diversity #inclusion #brandsthatmatter #branding #brands #socialgood #impact #authenticity #socialimpact #honor Fast CompanyMansueto Ventures https://lnkd.in/e88RNs-V

The best brands make you feel something. These feelings and emotional are created through the combinations of all of the little interactions you may have with a brand. But, how can a brand influence consumer's feelings? Through their actions and behaviours. I’m Sandra and I run the Brand Behaviour Business. We help business?and brand leaders identify the behaviours that unlock emotion (and growth!) I am a Brand Strategy Expert, and for the past 25 years working I have worked across some of the most exciting and iconic brands in the world, from M&Ms’ to Bacardi to Red Bull. I passionately believe that growing brands is ultimately people connecting with people. The best brands recognise that humanity creates stronger connections and lasting impact. I love helping brands uncover and articulate their inherent humanity, and embody it in every interaction. Can you relate to this? How important is humanity when growing a brand? I’d love to hear your thoughts! Female Founders Rise

As the WFA’s strategic partner, it's clear to us that in 2025, inclusive marketing will emerge as a critical growth driver for CMOs ready to build powerful brands. It's irrefutable; the world is becoming more, not less, diverse. Inclusion is undoubtedly the architect of growth through its five 'Rs': this increases relevance, drives reach, enhances reputation, prompts referrals, and provides resilience in a fast-changing market. As economic and cultural shifts accelerate, brands investing in inclusive marketing will enhance their social impact and achieve measurable business outcomes. That's the 'Return on Inclusion’ - everyone wins. For good, and for growth. Want to grow your brand? Let's chat: [email protected] ID: Mint background, white/teal text: Happy New Year! Here's to an inclusive 2025. The Creative Equals logo is bottom right. #marketingEffectiveness #inclusiveCulture #inclusiveOrganisations #inclusiveMarketing #DEI #brands #representationMatters #diversityWins #diverseTeamsMakeAdifference #digitalMarketing #diversityIsProfitable #inclusionMatters #marketing #inclusiveBrands #inclusiveMarketing #progressiveMarketing #brandGrowth #businessGrowth #brandMarketing #brandCampaigns #authenticMarketing

While most Gen Z and brands agree that aligning business and social interests is essential, there is a disconnect between what Gen Z expects from brands and what they are actually doing. We unpack this in our What Gen-Z Wants: Brands & Social Impact Final Report where we surveyed 1,200 young people and 100+ brand leaders to see how the perspectives of both line up. Here's a sneak peek: - Only 15% of Gen Z respondents believed that brands met or exceeded their expectations for social impact, compared to 58% of brand leaders who believed they were achieving this goal.? - Only 13% of Gen Z feel as though they are adequately involved in shaping brands' social impact efforts, compared to the 42% of brand leaders who think they are adequately involving Gen Z.? Get more insights like these and reach out to explore what this means for your brand. https://lnkd.in/eFCwikt6

"In 2024, brands are in the business of leadership." Bukky Moemeke takes a forensic look at how brands create success in this new ad age ?? Bukky Moemeke works in our global Consultancy based out of London, as our Platform Experience Director, Branded Entertainment. Read the full article in New Digital Age: https://lnkd.in/epXDheiM These are her top tips for brands adjusting to a new way of connecting with their consumers. 01 Recognise the role of brand in the world today In 2024 brands are in the business of leadership. Amid rising global distrust of institutions (Edelman Global Trust Barometer, 2024), businesses have been presented with an unprecedented opportunity to lead and integrate innovations into society. 02 Find your tribe(s) Brands basing their strategies in cultures and subcultures are finding gaps in the market and flipping the marketing model. Starting with advocacy, their products have a fanbase before they are even launched. Brands byMr Beast, Kim Kardashian, Kayla Itsines?and?Kylie Jenner?are estimated to be turning over $100m in revenue annually, built in this way. 03 Understand that brand ethos trumps brand image Your brand does not need to mean the same thing to everyone. This advice is not new, but the execution of it is. We’ve been creating sub-brands to appeal to different audiences for a century, but what if this no longer had to be the case? 04 Be brave As generic as this final tip sounds, there is no substitute for believing in your vision, approaching it with passion and backing it when the chips are down. The legacy brands of today were the culture drivers of yesterday – do not sit back and let the spirit of innovation and the energy of youth relegate your brand to the sidelines. #thoughtleadership #marketing #advertisingstrategy #millenials #genZ

I just saw a brand make a huge mistake. They ignored the biggest benefit to reap in 2025. And now they will struggle to stay essential. In 2025, if brands fail to be sustainable they are likely to be left behind. Why? Being constantly present makes audiences engage excessively. 75% of millennials prefer sustainable brands. Ignoring this would be a great disaster. Why it works: - Sustainability = Trust + Commitment from audiences. - Meeting audience needs = Earning their full support. - Better brand image = increased sales and growth This isn't rocket science. Brands that adopt sustainability now are more likely to build and maintain trust. PS: What other thing do you see shaping brands in 2025?