Leveraging inclusive advertising as catalyst for brand growth, societal change
By Felicia Nwosu
In an increasingly diverse and socially conscious world, businesses are discovering that diversity, equity, and inclusion (DEI) are not just buzzwords but key drivers of success.
To attest to this noble initiative, Ipsos in its research reveals that brands prioritizing DEI are not only contributing to positive societal change but also experiencing substantial business benefits. According to the report, brands that embrace diverse and inclusive practices see a dramatic boost in innovation, productivity, and revenue growth.
It disclosed that companies with diverse teams are 1.7 times more likely to generate fresh ideas, where decision-making accuracy improves by up to 87 percent and that inclusive leadership also leads to a 19 percent rise in revenue, showcasing that DEI initiatives are proving to be a smart business strategy, with clear financial rewards.
In alignment with these findings, Kantar, a global leader in consumer research, shared critical insights during the 2023 Cannes Lions Festival, emphasising the power of inclusive advertising s that reflect a wide range of identities, experiences, and perspectives.
Such advertisements, the research reveals, resonate more deeply with consumers, fostering higher levels of engagement and long-term brand loyalty. By telling stories that genuinely reflect society, brands build stronger emotional connections with their audiences, which translates into a more loyal customer base and a stronger brand identity.
Further expanding on the value of inclusion in advertising, Kantar’s Chief Growth Officer for West, East, and Central Africa, Dan Oseman, discussed the shifting dynamics of consumer expectations at the exclusive “Brands of Tomorrow Making Growth Real” event in Nigeria. He pointed out that modern consumers are increasingly drawn to brands that align with their values, particularly those that are committed to sustainability and social responsibility.
As these values become central to the purchasing decisions of today’s informed consumer, brands that adopt purpose-driven strategies not only differentiate themselves but also ensure their resilience in an unpredictable market.
Oseman explained that brands with a clear focus on sustainability and DEI are more likely to endure and thrive, as they adapt to a changing environment that demands ethical practices and inclusive messaging.
They advised that for brands seeking long-term relevance, DEI is no longer just an ethical choice, but a competitive advantage, adding that embracing diversity in marketing, companies can unlock new growth opportunities, build stronger consumer relationships, and contribute positively to the world around them.
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