Diversity In Marketing

Date Published:
October 2, 2022
Summer Stirling

Great marketing is great storytelling. And a great story allows its audience to relate to what’s being told – To see themselves as the hero in the story. 

Warning: we are long past the days of a “token minority” cutting it. The youth are the majority when viewing your ads, and they are wanting, if not expect authentically inclusive marketing.

In Deloitte Insights’ survey of 11,500 global consumers, they found the youngest respondents (from 18 to 25 years old) took greater notice of inclusive advertising when making purchase decisions (figure 1).

When Deloitte Insights broke down the results in the US by ethnicity and race they further discovered that: “respondents were up to two-and-a-half times more likely to be aware of a brand prominently promoting diversity when making a product or experience purchasing decision if they identified as Asian or Pacific Islander, Black or African American, Hispanic American, Native American or Alaska Native, or multiracial or biracial.”

But superficial diversity isn’t enough. They also found that  57% of consumers are more loyal to brands that commit to addressing social inequities in their actions.

If you’re only imagining how your product or service can solve a problem for the standard, white American, you’re doing a disservice to yourself and the people you’re ignoring.

See how the companies below have embraced diversity and are forging the path forward in marketing.

Buff Bunny

Created by Heidi Somers in 2016, her site states:

“Heidi recognized the need for a women-owned fitness apparel brand that was diverse and inclusive and set out to create one. A brand designed for women by women. From the custom fabrics to the creative designs, Buffbunny Collection thoughtfully focuses on making items for every type of woman.”

And their ads consistently live up to this inclusion!


One of the most recognizable athletic brands on the market today, Adidas has a strong record of inclusivity. Their ads feature people of all colours as well as athletes with disabilities.

Imagine a child with a disability seeing a pro athlete competing with the same physical limitation she has. How inspiring would that be?

Adidas believes: “Sport keeps us fit. Keeps you mindful. Brings us together. Through sport, we have the power to change lives.” And they want these benefits to be available to everyone.

The Adidas Breaking Barriers project is not just a campaign – it’s a commitment to impact the lives of women and girls by making sport safer, more accessible, and ultimately, more equitable.

Helping women in Europe to find or form sports teams not only gives them all the benefits of sport but also allows them to create safe communities – Something all women need.

Urban Decay


This popular makeup brand is all about expression – And every body has the right to express themselves.

Since 1996, this brand has curated a catalog of colours that help every client discover and have fun with their style. 

I can’t say it better than they do: 

“Badass cruelty-free, high-performance makeup. Reinvention over perfection. Inspiration without replication. Kindness over cruelty. Unsubscribe from beauty telling you to be pretty. Be whatever you want to be. PRETTY DIFFERENT.”

Art By Breanna Deis

Breanna might be a lone Ulkatcho artist and small-business woman from Canada, but her creations are making huge waves and setting an example that larger companies ought to take note of.

A two spirit Dene artist based in Vancouver, BC, the unceded land of the Squamish, Stolo, Tsleil-Waututh and Musqueam Nations, her art proudly showcases the style of her people. 

Moreover, her line of re-styled Barbies has done what Mattel should have decades ago – embraced inclusion. 

Her Indigenized Doll Collection even includes Barbies with prosthetics, wheelchairs, and even cochlear implants. Representation that can mean the whole world to a small child.

Breanna is more than an artist, she’s a trailblazer and a hero.

So, how diverse is your marketing portfolio? In the story you’re selling your clients, who can be the hero?