To create work

that reflects the world

we need to be all in.

As marketers, every creative choice we make has the power to shape how we see ourselves and each other – and make a positive contribution to the media landscape. Yet too many perspectives are being excluded from all stages of the creative process. We would like to change that.

A few years ago, we began an Inclusive Marketing practice to help our teams improve representation and belonging in our work. Along the way, we've heard from Googlers, experts, community leaders and other organizations about what positive change would look like. The insights and processes we’re sharing are just what we’ve learned so far. We know there’s still a considerable amount of work to be done and as we change and grow together, so will these pages.

We hope you find these resources helpful in creating work that positively and authentically reflects the world. Whether you’re a strategist, creative, producer, or brand manager – this work is for you. Welcome.

Three people having an informal coffee meeting on a couch.

Step 1

Build the right team - Embed underrepresented talent in your team and among your partners so your ideas benefit from a variety of perspectives.

Learn more
A person in a wheelchair next to a person standing with their hand resting on the arm of the wheelchair.

Step 2

Embed inclusion into your strategy - Act on inclusive marketing principles at every stage of execution – from overall planning to deploying a brief.

Learn more
A Black woman standing face-to-face in front of her horse in a peaceful moment.

Step 3

Make inclusive creative choices - Find tools to help you make inclusive choices and avoid stereotypes throughout your creative process.

Learn more
A teacher showing several young children how to use a device.

Step 4

Hold each other accountable - Set goals and measure your progress to ensure your work is on the right track.

Learn more

Audience insights built in partnership with:

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

Our principles

These guiding principles are what help steer our work and ground our teams in inclusive thinking.

The makeup of your team matters

Empower underrepresented voices on your teams and create a safe environment where people can express their honest perspectives on the work.

Think about inclusion early and often

Inclusion isn’t the final box to check before you launch. Aim to make inclusive choices throughout your creative process.

Know whose stories are missing

Zoom out and think holistically. Ensure the body of work you’re contributing to reflects the diversity of your audience.

Stereotypes are harmful - and boring

Push for stories and portrayals you haven’t seen. Not only will your work be more inclusive, it’ll be more interesting.

Real stories are nuanced, and nuance creates authenticity

Try to bring real stories to life. If you need to fictionalize, dig deep to find cultural insights that bring nuance to your characters and story.

Understand your brand’s role

Inclusive marketing is a fundamental brand commitment. Your brand shouldn’t be the hero.


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Ad Council logo
ANA logo
Cannes Lions logo

Lorraine Twohill, Chief Marketing Officer, Google

At Google, we have always believed in the power of sharing what we know, so that our tools and resources can help tackle our biggest societal challenges, including addressing inequality in advertising.