Advertising campaigns with messages related to diversity and inclusion increase business results

Inclusive advertising campaigns drive awareness and increase attention

Earlier this year, Target ran an ad featuring The Honey Pot founder, Beatrice Dixon, in favor of businesses owned by minority women. According to VAB’s analysis, the ad had one of the highest attention scores of any target ad among viewers. Additionally, Honey Pot’s sales increased by 20-30% at its retailers after the launch of the campaign.

Marketers who embrace topics that resonate with consumers see an increase in social media conversations, online video views and search queries

In 2016, Scotch whiskey brand Johnnie Walker released its dungeon america marching campaign with visuals featuring an authentic representation of America’s cultural diversity and a message of inclusion. Response was overwhelmingly positive for the ad (90%). VAB found that this helped increase digital interactions for brands and generated two-thirds of its total digital interactions earned over the past five years.

Inclusive Advertising Increases Business Results

In 2018, Nike launched the first in a series of ads about people chasing their biggest dreams. The initial spot included visuals of athletes competing, while also addressing gender, disabilities and other diversity issues. It was told by the former NFL quarterback turned activist Colin Kaepernick saying, “Believe in something, even if it means sacrificing everything. Nike debuted the ad early in its third quarter, which led to record sales and the company achieved its highest third-quarter revenue up to that point. Thereafter, record sales were achieved in every quarter since the ad’s launch through early 2020.

QUOTE: Sean Cunningham, President and CEO, VAB: “Increasing customer activation and growth in today’s business environment is a major challenge for marketers. Motivating under-leveraged customer segments with messages that truly resonate can boost business results. do the right thing provides statistical evidence that embracing diversity and inclusion as a core brand component leads to positive outcomes, such as increased engagement at every stage of a customer’s buying journey, as well than sales growth. »

VAB used data from third-party measurement services such as and Comscore, as well as publicly available company sales data for its analysis.

About VAB
VAB is a knowledge-driven organization that inspires marketers to reinvent their media strategies, resulting in smarter, more informed decisions. VAB develops unique market insights and answers questions from a marketer’s perspective, tackling the toughest problems with fresh thinking and supporting data.


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Marilyn J. Hernandez