Tools for inclusive marketing, by Google

Practicing inclusive marketing has measurable and meaningful benefits.
83%
higher consumer preference(1)
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Brands with the highest diversity scores in their ads experience 83% higher consumer preference(1). By 2030(2), 20% of consumers will identify as people of color or LGBTQ+ and account for 27% of all income — making this critical for future growth.
  1. Study: Diversity in ads correlates to gains in revenue, brand perception, October 2019
  2. PEW Research Center: Early Benchmarks Show ‘Post-Millennials’ on Track to Be Most Diverse, BestEducated Generation Yet, November 2018
6x
increased purchase intent(3)
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Consumers are 6x more likely to purchase a product or service if an ad is perceived as inclusive. An ad that is perceived as inclusive is also 63% more likely to be shared(3).
  1. Source: Google research, Inclusive Advertising, field work completed in 2023. N=7500
60%
of ad impact can be boosted by diversity(3)
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62% of Black, Latino/x and Native Americans are much more likely to purchase if their race/ethnicity is featured. And, 63% of consumers said that ads with their primary language increases likelihood of purchase(3).
  1. Source: Google research, Inclusive Advertising, field work completed in 2023. N=7500

Expand your inclusive marketing best practices

Find helpful information to strengthen your inclusive marketing practice.

Building an inclusive marketing program

Guide the team and create shared standards.

Building inclusive teams
Provide learning opportunities for your team
Create an inclusive marketing panel
Hold your team accountable
Building inclusive teams
Provide learning opportunities for your team
Create an inclusive marketing panel
Hold your team accountable

Creating an inclusive campaign

Craft authentic work that resonates.

Develop your inclusive marketing plan
Build an inclusive brief
Build inclusion into the creative
Develop your inclusive marketing plan
Build an inclusive brief
Build inclusion into the creative

Building inclusion into your research

Design research that helps you truly understand your audiences.

Collaborate with an inclusive marketing panel
Establish expectations around diversity in user research
Avoid stereotypes in your research
Testing creative with your audience
Collaborate with an inclusive marketing panel
Establish expectations around diversity in user research
Avoid stereotypes in your research
Testing creative with your audience

Audiences

Represent overlooked audiences authentically and break through.

Older woman laughing with hands in her pocket walking down a street asian american working at computer two black people sitting on steps looking at phone disabled person in a wheelchair indigenous person with glasses A man stands in front of the ocean, smiling. He is looking over his shoulder and has a white shirt on LGBTQ+ couple plus-size person doing Tai Chi two people working in a car garage gender expansive couple sitting on coach two verterans hugging Woman smiling wearing a hijab
Age
Asian Americans
Black people
Disabled people
Indigenous people
Latinos / Latinx people
LGBTQ+ people
Plus-Size people
Socioeconomic status
Trans / Gender Expansive people
U.S. Veterans
Women

Audience insights built in partnership with:

National Congress of American Indians logo
Ad color logo
Disability:IN logo
Goodwill logo
GDI logo
The Marsha P. Johnson Institute logo
Glaad logo
Hispanic Federation Inc. logo
National Council on Aging logo
Naafa logo
Psych Armor logo
LaVant consulting

Perspectives

SITE REVIEWED AND ENDORSED BY:

4As logo
Ad Council logo
ANA logo
Cannes Lions logo