While many corporations emphasize diversity and inclusion, true progress requires moving beyond rhetoric and turning these values into actionable change. Instead of treating diversity as just a branding exercise, businesses must integrate it into their workplace culture and daily operations.

This means applying diversity and inclusion principles not only in digital marketing content but also in company-wide goals and initiatives. Some organizations establish dedicated task forces, while others embed these values into their mission statements, corporate social responsibility efforts, and overall business strategies. Others go even further by refusing to engage with companies that do not uphold these principles.

So, how can marketers and businesses more effectively champion diversity and inclusion? Let’s explore practical and impactful strategies.

Diversity and inclusion are increasingly important to consumers, with 75% worldwide stating that these values influence their purchasing decisions, according to Kantar’s Brand Inclusion Index.

Digital marketers play a key role in promoting diversity and inclusion by incorporating these principles into their campaigns and advising their clients on inclusive strategies. There are several straightforward ways to achieve this effectively.

Digital marketers play a vital role in promoting diversity and inclusion by ensuring greater representation in advertising.

This can mean featuring a wider range of people in campaigns or creating ads that specifically engage audiences who have historically been overlooked in mainstream marketing.

A great example is Microsoft’s We All Win campaign, which highlights the needs of gamers with disabilities and neurodiversity. By challenging traditional stereotypes of gamers, the campaign fosters inclusivity and expands representation in the gaming community.

As society evolves and demographics shift, companies must adapt their messaging to stay relevant and in tune with the times.

A great example is Gillette, a brand long associated with the tagline “The Best a Man Can Get.” To show support for transgender rights, Gillette launched the First Shave campaign, featuring trans rights advocate Samson Bonkeabantu Brown. The ad captures a powerful moment—Samson shaving for the first time with his father’s guidance—while reflecting on his transition.

This campaign not only reinforced Gillette’s commitment to inclusivity but also resonated deeply with audiences seeking greater representation in advertising.

Creating truly diverse content can be challenging for digital marketers if they are unaware of their own biases. Developing self-awareness is a crucial first step toward more inclusive advertising.

Equally important is gaining a deeper understanding of the brand being promoted. What makes it meaningful to people? Identifying universal qualities that transcend race, gender, ability, and other distinctions can help craft a message that resonates more broadly.

Marketers should think beyond labels and consider how a brand can appeal to a wider audience. For instance, how could Jeep have ensured its Super Bowl ad connected not just with its core audience but also with working-class Black women in Florida? Recognizing and addressing such gaps can lead to more inclusive and impactful marketing.

Organizations recognize the benefits of a diverse workforce and strive to hire and promote individuals who champion inclusion across all levels.

While fostering a diverse and inclusive culture is a company-wide effort, real change starts with leadership, human resources, and individual employees. Each plays a crucial role in driving progress. But how can they make a meaningful impact?

Organizations can foster diversity by:

• Embracing inclusivity

• Showcasing diversity

Diversity goes beyond race—it encompasses respect for different belief systems, gender identities, sexual orientations, cognitive and physical abilities, and more. Brands must consider how to create an environment that welcomes everyone.

For example, the Marriott hotel group promotes inclusivity through its Empower Through Opportunity initiative, which fosters greater diversity within its workforce and culture. Additionally, Marriott partnered with equalpride for its #LoveTravels campaign, encouraging travel within the LGBTQ+ community and reinforcing its commitment to inclusivity.

Organizational leaders can promote diversity by:

• Leading from the top
• Being willing to change

Diversity and inclusion should be more than just a corporate checkbox—they must be deeply embedded in an organization’s culture. This commitment starts at the board level, where leadership plays a crucial role in setting the tone. By leading with inclusivity in their actions and decisions, corporate leaders can create a workplace where diversity is genuinely valued and integrated into every aspect of the business.

Managers often have an unconscious tendency to hire or promote individuals who resemble them in background, outlook, or experiences.

This can create a cycle where a lack of diversity limits exposure to new perspectives. By actively diversifying hiring practices and engaging with underrepresented groups, organizations can unlock the benefits of varied skills, viewpoints, and experiences.

However, embracing diversity can sometimes feel uncomfortable. It requires acknowledging the validity of different experiences and moving beyond outdated notions of superiority based on race, gender, age, or background.

For instance, if a company wants to attract young talent, managers must accept that the most skilled team members—or even team leaders—may be younger than them. Similarly, employees may find themselves collaborating with colleagues who have vastly different perspectives. While this can initially create discomfort, shifting the focus from individual success to collective achievement helps teams see that when the team succeeds, everyone benefits.

As Terry Payne, Global Managing Director of Aspire Recruitment, noted: “One of the hidden aspects of diversity and inclusion is political wokeness. We often discuss ethnic diversity, but age is a significant factor. Take female professionals, for example—many step away to raise a family, only to find fewer opportunities upon returning, despite their skills remaining just as strong as they were 5 or 10 years ago.”

HR departments can promote diversity by:

• Adjusting with the labor market
• Providing opportunities

To attract top talent, companies must evolve with the times and recognize what matters to diverse groups of people. Understanding and addressing these priorities is key to building an inclusive and dynamic workforce.

Companies seeking to build a more diverse workforce must actively create opportunities for underrepresented groups. This includes engaging with communities, increasing visibility, and reaching individuals who may not be familiar with the organization. Many companies, like Stantec, support diversity by offering scholarships and other initiatives that open doors for a wider range of talent.

Most people don’t set out to offend others—they’re often simply unaware of how their words or actions may be perceived.

Biases are formed over years and can take time to unlearn. With society evolving rapidly, adapting to new social norms can be challenging, and mistakes are bound to happen. People may unintentionally offend others, but what matters is how they respond.

If someone calls you out for inappropriate language or behavior, take responsibility, apologize sincerely, and use it as a learning opportunity. It’s not enough to say you didn’t mean to offend—what matters is the impact of your words or actions. Acknowledge the harm caused, even if unintentional, and remain open to growth and change.

While leaders play a crucial role in fostering diversity and inclusion, every employee has a part to play. In fact, employees can often help educate leaders on these important issues.

Expedia, for example, has implemented a mentoring program that includes reverse mentoring, where company leaders take on the role of mentee. This two-way communication allows ideas to flow throughout the organization, broadening perspectives and encouraging a more inclusive workplace. Additionally, Expedia supports affinity groups that advocate for and empower various communities within the company.

While organizations shape their corporate culture, it’s employees who bring it to life.

Consider whether your words and actions contribute to an inclusive and welcoming environment. Take a look at your office or personal workspace—does anything there unintentionally create discomfort or exclusion?

Foster a space, even in virtual settings, where colleagues feel safe expressing their thoughts and concerns. Be open to learning from mistakes and helping to educate others. While some companies designate specific spaces for open and honest discussions, the goal should be to make the entire workplace a ‘safe space’ where all employees feel valued and heard.

In addition to educating yourself, you can help others become more inclusive. This can be as simple as having open conversations with colleagues or encouraging them to share their experiences with bias and prejudice. It could also involve participating in or advocating for allyship training programs that help employees understand the value of diversity.

While leaders can drive these initiatives and make diversity a core business strategy, inclusivity is a collective effort. Employees must support one another, listen, and actively work toward fostering an inclusive culture.

Individually, we should stay curious and engage with team members who may be less familiar with diverse perspectives. By encouraging open dialogue and understanding, we can help bridge gaps and create a more inclusive workplace for everyone.

Successful digital marketers understand the value of continuously developing their skills. Our certified Digital Marketing Strategy & Leadership course is designed to equip you with the expertise to become a strategic leader in the digital space.

Gain in-depth knowledge of digital marketing tactics, strategy execution, marketing communications, and omnichannel campaign management. This program will help you sharpen your leadership abilities and stay ahead in the industry.

Take the next step in your career—enroll today and build the skills to lead with confidence!