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Inclusive marketing: how to move beyond ‘box-ticking’

As marketers, communicators and creatives, we have immense power over the messages and images consumed by millions of people online, and in the media, on a daily basis.

Whether it’s the copy we write, the videos we produce or the ads we place, we’re able to elevate the stories and voices of people who are marginalised or underrepresented within our communities, to influence positive social change.

But how can we achieve this in a way that moves beyond simply ‘ticking the diversity box’ for a campaign?

As the inaugural recipient of the 2020 Fuller Fellowship, Fuller’s Senior Communications Consultant, Eloise Richards sought answers to this question by developing a guide about how marketing and communications can be used as a tool for social change.

“My Fuller Fellowship journey has involved undertaking research, some revealing interviews with individuals from a diverse range of backgrounds, and a personal journey of reflection as I’ve delved into the exciting, yet sometimes misunderstood topic of inclusive marketing,” she said.

“I wanted to give both our team at Fuller, and the broader industry, the skills and confidence to apply a diversity and inclusion lens to the work we do in an authentic and meaningful way.

“My hope is that this guide will encourage our profession to move beyond simply ‘ticking the diversity box’, and instead, genuinely elevate the stories and voices of people who are marginalised or underrepresented within our communities, to influence positive social change.”

The Fuller Fellowship was established in 2020 by Fuller’s Managing Director and founder, Peter Fuller, and is a 12 month program for a staff member to undertake a travel and research study in an area of professional interest.