Inclusion as catalyst for transforming businesses
By Felicia Nwosu
Inclusion is no longer just a buzzword; it is a transformative force reshaping the global business landscape.
With increasing demands for equity and representation, organizations are taking deliberate steps to make diversity and inclusion integral to their strategies.
Research, advocacy, and actionable insights have shown that inclusive practices are not only ethically sound but also economically advantageous.
Across industries, there is a growing recognition that brands thrive when they authentically reflect the diversity of their audiences.
The impact of inclusion is not confined to corporate strategies alone but extends to societal transformation. By embracing inclusive practices, brands not only fulfill ethical responsibilities but also unlock significant commercial benefits.
The combined efforts of global players like the Unstereotype Alliance, Kantar, and Amazon, alongside Nigerian organizations and industry leaders, demonstrate that inclusion is not just a moral imperative but a strategic advantage that drives growth, loyalty, and innovation.
The Unstereotype Alliance, an industry-led initiative convened by UN Women, has backed this momentum with groundbreaking research in partnership with Saïd Business School, Oxford University.
Analyzing 392 brands across 58 countries, the study revealed that inclusive advertising, which authentically and positively portrays diverse groups without relying on stereotypes, significantly impacts business performance.
Findings include higher short- and long-term sales, improved customer loyalty, and enhanced brand equity. These insights underscore that inclusive advertising drives superior financial performance, strengthens customer preference, and fosters market competitiveness.
Kantar, a leading data-driven insights organization, has consistently emphasized the role of inclusion in marketing, highlighting its power to drive self-expression and brand growth. According to Kantar’s 2024 Brand Inclusion Index, 80% of global consumers consider diversity and inclusion crucial.
However, 72% of reported discrimination incidents occur during brand interactions or within workplace environments, pointing to brands as both contributors to and potential solvers of the problem. “Ethically speaking,” Kantar notes, “brands have perpetuated the problem and therefore have a responsibility to be part of the solution.”
Further reinforcing the need for change, a study conducted by Amazon Ads in partnership with Environics Research found that 44% of consumers across five global regions identified diversity, equity, and inclusion (DEI) as increasingly important over the past three years.
For businesses, these findings present a compelling case for prioritizing inclusive marketing strategies that resonate with today’s socially conscious consumers.
The Nigerian advertising and communications landscape also reflects progress towards greater inclusivity. Women now occupy key leadership positions in major industry associations, showcasing the sector’s commitment to equity.
For instance, the Advertisers Association of Nigeria (ADVAN) is led by Ediri Ose-Ediale, its female CEO/Executive Director. Similarly, the Media Independent Practitioners Association of Nigeria (MIPAN) recently elected Brenda Nwagwu as Vice President, while the Experiential Marketers Association of Nigeria (EXMAN) is headed by Olu Medebem, a respected voice in Integrated Marketing Communications.
Efforts to elevate female practitioners are further evidenced by the Outdoor Advertising Association of Nigeria (OAAN), which established Women in Out-of-Home Advertising in Nigeria (WOHAN).
This subgroup focuses on empowering women in the outdoor advertising sector and amplifying their contributions to the industry.
Danladi Bako, a renowned broadcaster, added his voice to the importance of inclusion, particularly in technology and leadership. Highlighting progress in Nigerian education, Bako points to increased female enrollment in mass communication programs as a sign of societal shifts towards empowerment.
He emphasizes that while legislative measures can help, women must also earn their roles on merit. Bako advocates for collective societal support to dismantle barriers and foster environments where women can excel, envisioning a future where female innovators rival the likes of global tech giants.
O’tega Ogra, the Senior Special Adviser to President Bola Ahmed Tinubu on Digital Media and New Media, also highlights the critical role of inclusion in fostering societal and economic growth.
Ogra emphasizes that creating systems and structures to support women’s participation is essential. “Currently, 60% of those working directly with me are women, and they are among my most valuable team members,” he noted.
He advocates for mentorship and deliberate recruitment practices to break down barriers and create pathways for women in technology and media.
According to Ogra, inclusivity is not just about fulfilling a moral obligation but also about harnessing the immense potential of women as enablers of growth and innovation.
Femi Adelusi, founder and Group CEO of BrandEye/Mediaplus and former President of the Media Independent Practitioners Association of Nigeria (MIPAN), underscores the importance of deliberate actions to create an inclusive environment.
“Currently, 60% of those working directly with me are women, and they are among my best performers,” he shared. Adelusi advocates for systemic changes in recruitment and mentorship to ensure women have equal opportunities to thrive.
He emphasizes that inclusion is not just about fairness but about recognizing and utilizing the diverse strengths women bring to the table.
The impact of inclusion is not confined to corporate strategies alone but extends to societal transformation. By embracing inclusive practices, brands not only fulfill ethical responsibilities but also unlock significant commercial benefits.
The combined efforts of global players like the Unstereotype Alliance, Kantar, and Amazon, alongside Nigerian organizations and industry leaders, demonstrate that inclusion is not just a moral imperative but a strategic advantage that drives growth, loyalty, and innovation.
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