Inclusive marketing

Our brands have a critical role to play in shaping a more tolerant and inclusive society through our advertising.

Our advertising must challenge stereotypes and reflect the diversity of the people around the world who enjoy our brands, and we know that we can make a difference with who we portray in our advertising, who we choose to make this content and where we place it.

As a critical part of our ‘Society 2030: Spirit of Progress’ strategy, we will champion diversity, equity and inclusion by using our creative and media spend to support progressive voices.

Our approach

Through our progressive marketing approach, we will harness our creative flair to challenge stereotypes and inspire consumers with who we portray in our advertising, ensuring that everything we create is underpinned by deep insight and understanding of cultural context. This ambition is achieved through continuous capacity building within our business.

In fiscal 23, we refreshed our Progressive Marketing Framework and training to include a new model focused on inclusive design, which allows us to be at the forefront of breaking stereotypes in advertising for gender, race, sexuality, age, disability and social status. Some 47% of our global marketing campaigns were shot by female directors or photographers.

As industry leaders, we can also help to change the landscape of our creative industry. We are not only committed to ensuring that our agencies, content creators, directors, producers and beyond represent the rich diversity of our consumers but that everyone has the opportunity to progress and fulfil their potential.

United Nations Unstereotype Alliance

As members of the Unstereotype Alliance, we are championing the end of bias and harmful stereotypes in advertising. We collaborate with our peers to help create a world without stereotypes, empowering and embracing people in all their diversity, regardless of gender, race, social class, age, ability, ethnicity, religion, sexuality, language or education.

World Federation of Advertisers’ Diversity & Inclusion Taskforce (WFA)

We are members of WFA the voice of marketers worldwide, connecting the world's biggest brand owners and national advertiser associations in more than 60 markets, creating a global network which offers a unique source of leadership, expertise and inspiration.

We have worked in partnership to create guidance on tackling diversity and representation issues throughout the entire creative process, from defining brand challenges and connecting with audiences to evaluation and analysis.

Creative Equals’ Creative Comeback

We are Gold sponsors of the Creative Comeback programme, which is setting the standard for global talent regeneration. The programme supports women returning to the creative industries after a career break such as maternity, caring for family or mental health breaks.

Our ‘Society 2030: Spirit of Progress’ targets

  • We will use our creative and media spend to support progressive voices, measuring and increasing the percentage spend year on year