Table Of Contenti
Inclusive Marketing
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Inclusive Marketing
Why representation matters
to your customers and your brand
Jerry Daykin
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Publisher’s note
Every possible effort has been made to ensure that the information contained in this book is
accurate at the time of going to press, and the publishers and authors cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss or
damage occasioned to any person acting, or refraining from action, as a result of the material
in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2022 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as
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Kogan Page books are printed on paper from sustainable forests.
© Jerry Daykin 2022
The right of Jerry Daykin to be identified as the author of this work has been asserted by him in
accordance with the Copyright, Designs and Patents Act 1988.
ISBNs
Hardback 978 1 3986 0735 4
Paperback 978 1 3986 0731 6
Ebook 978 1 3986 0734 7
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Control Number
9781398607316
Typeset by Integra Software Services, Pondicherry
Print production managed by Jellyfish
Printed and bound by CPI Group (UK) Ltd, Croydon CR0 4YY
v
CONTENTS
About the author x
Foreword xi
Acknowledgements xiv
Contributors xvi
PART ONE
Introduction: Representation matters 1
01 What we mean by inclusion and representation 3
Marketing without inclusion 5
A spectrum of inclusive marketing 6
About this book 6
Defining inclusive marketing 7
Navigating this book 8
To whom it may concern 9
Wider perspectives on inclusive marketing 10
References 12
02 Why representation matters to me and other marketers 14
Why representation matters to me 14
Why representation matters to other marketers 25
Marketer in focus: Belinda J Smith 30
References 33
03 Why representation matters to business and society 34
Camelia Cristache-Podgorean
The value of getting representation right 35
Tapping into under-represented groups 36
Women, the purchase decision-makers 37
Ethnic minorities over-index in spending in some categories 38
LGBT+ positive advertising outperforms with allies 40
vi Contents
Age and the growth opportunity with the over 50s 41
The differently abled: A community bigger than China 41
The time for change is now 42
References 43
04 A framework to deliver inclusive marketing 47
Working globally to shape industry best practice 47
Building inclusion into every step of the marketing process 49
What inclusive marketing best practice actually looks like 50
Marketer in focus: Mark Ritson 52
PART TWO
stage one: Inclusive briefing and strategy
59
05 Business and brand strategy 61
Inclusive marketing as a business strategy 62
Marketer in focus: Jessica Spence 64
06 Strategic insights and data 69
Bringing inclusion into brand tracking and research 70
Marketer in focus: Christopher Kenna 71
Marketer in focus: Karen Fraser 75
07 Marketing and creative briefs 80
Be careful of stereotyping even within deliberately inclusive briefs 81
Marketer in focus: Sarah Jenkins 83
PART THREE
stage two: Inclusive planning
87
08 Partner and team selection 89
Team inclusion drives better representation 89
Making the most of a diverse team 91
Supplier diversity 91
Contents vii
The importance of inclusive leaders and directors 92
Put inclusion at the heart of your agency relationships 93
Marketer in focus: Kate Williams 94
Call to action: It’s time to stop covering up our diversity 99
Marketer in focus: Ally Owen 101
Reference 104
09 Creative development and product design 105
The 3Ps framework 107
Marketer in focus: Andrew Geoghegan 110
Marketer in focus: Christina Mallon 115
References 120
10 Consumer testing 121
Give colleague communities an opportunity to have an input 122
Interpreting and understanding testing results 122
Marketer in focus: Asad Dhunna 123
PART FOUR
stage three: Inclusive production
129
11 Production 131
Casting isn’t everything, but it is important 131
Marketer in focus: Efrain Ayala 134
12 Post-production 138
Building accessibility into our marketing 139
Marketer in focus: Michael Baggs 140
References 145
13 Localization 146
Marketer in focus: Tamara Rogers 148
viii Contents
PART FIVE
stage four: Inclusive launches
155
14 Media and 360 activation 157
Driving inclusion with your paid media budgets 158
Inclusive audience planning 159
Supporting diverse voices 159
Balancing brand safety 160
Measuring success 161
Marketer in focus: Isabel Massey 162
Marketer in focus: Catherine Becker 165
References 169
15 Launch and consumer response 170
Be prepared for feedback, good or bad 170
Amplifying the success of your campaign 172
Marketer in focus: Pedro Pina 173
Marketer in focus: Benazir Barlet-Batada 178
16 Measuring success 184
Marketer in focus: Zaid Al-Qassab 187
PART SIX
Conclusion: How to drive change
195
17 Case study: Driving change at GSK/Haleon 197
The #RepresentationMatters project at GSK 198
Stage one: Inclusive briefing and strategy 200
Stage two: Inclusive planning 202
Stage three: Inclusive production 203
Stage four: Inclusive launches 204
18 Partnering to help drive change 207
Supplier diversity approaches 207
Other advertisers and associations 208
Contents ix
Industry volunteering groups 209
Publishers and media owners 210
Marketing diversity focused companies and consultancies 211
Marketer in focus: Sion Walton-Guest 212
19 The future of inclusion 217
Marketer in focus: Gabriella Hall 218
Marketer in focus: Ali Hanan 224
Conclusion 227
20 Checklist appendix: Key questions to ask yourself 235
Stage one: Inclusive briefing and strategy 235
Stage two: Inclusive planning 236
Stage three: Inclusive production 237
Stage four: Inclusive launches 238
Index 240
