2nd December 2025
Published in Market Express – (https://www.marketexpress.in/2025/10/from-tokenism-to-transformation-embracing-inclusivity-in-marketing.html)
- The course for which the case let is relevant – Marketing/Branding
- The specific academic concepts – Social Identity Theory – Proposed by Henri Tajfel, it explains how people derive part of their identity from group membership. Marketing that affirms diverse identities can foster stronger emotional connections and brand loyalty.
- A short teaching note –
To help students understand the difference between tokenistic representation and authentic inclusivity in marketing, and to explore strategies for creating campaigns that genuinely reflect diverse audiences. True inclusivity in marketing goes beyond checking boxes—it requires empathy, research, and a commitment to representing people authentically. Brands that embrace this transformation build deeper connections and long-term loyalty.
Activity to understand the concept: Review a brand campaign that was praised or criticized for its approach to inclusivity. Discuss what worked and what did not.
From Tokenism to Transformation: Embracing Inclusivity in Marketing
The Pitfall of Tokenism
Tokenism in marketing occurs when brands make only surface-level efforts to appear diverse and inclusive, such as featuring a symbolic member of a marginalized group in a campaign but failing to involve these groups meaningfully in decision-making or storytelling. This approach often prioritizes the appearance of diversity over the genuine practice of inclusivity. The risks of tokenism include continuing stereotypes, isolating audiences, and missing the opportunity to build authentic connections. Several brands have really worked towards transformation through meaningful changes and embraced the inclusivity in their products and services. Here are several standout examples of brands that have authentically embraced inclusivity in their marketing: Inclusive Marketing: Real-World Examples
| Brand | Campaign | What Made It Transformative |
| Vanish | Me, My Autism & I | Centered the story of an autistic girl, highlighting real needs and avoiding stereotypes; genuinely engaged with the autistic community. |
| Apple | The Greatest | Focused on accessibility by featuring disabled customers and showcasing accessibility features in products, not just as users but as innovators. |
| Nike | Dream Crazier | Celebrated female athletes and challenged gender stereotypes |
| Gillette | “My First Shave” Ad | Featured a trans teen and his father, depicting an authentic coming-of-age moment, moving beyond surface representation. |
| Microsoft | Accessible Card for the Blind | Designed inclusive banking tools with authentic storytelling |
| Dove | Real Beauty Campaign | Featured real women of all shapes, sizes, ages, and ethnicities—no models, no retouching |
| LEGO | A-Z of Awesome | Launched campaign to open conversations about LGBTQIA+ identities, using play as a tool for dialogue and understanding. |
| Burger King | Impossible Whopper | Responded to dietary diversity and inclusion, opening up options for plant-based and non-beef eaters. |
| Etsy | Gift Like You Mean It | Highlighted the experience of being seen and included; depicted same-sex couples in emotionally resonant, everyday scenarios. |
| Unilever | All Things Hair | Collaborated with influencers and celebrated hair diversity, especially for curly/coily hair, often excluded in mainstream advertising. |
| Mattel | Colorblind-Accessible Games | Refocused design with and for colour-blind gamers by making 80% of games accessible for colour-blindness, integrating community input. |
The Path to Transformation
True transformation in inclusive marketing goes deeper than just representation. It weaves diverse perspectives into the brand’s DNA, from product design to campaign strategy. To move from tokenism to transformation, brands must:
- Involve diverse voices from the start of campaign design.
- Co-create products and messages with underrepresented communities.
- Address intersectionality and go beyond just “checking boxes.”
- Measure real impacts, not just headcounts.
- Foster authentic, ongoing dialogue and introspection.
How to Embrace Authentic Inclusivity
- Start inclusion at the earliest stage. Involve diverse communities in ideation, not just execution.
- Listen and co-create. Build campaigns and products with, not just for, marginalized groups.
- Avoid the “one-size-fits-all” approach. Tailor representation and outreach for different identities and intersections.
- Commit to education and feedback. Create safe spaces for honest critique; use insights to inform long-term change.
- Celebrate diversity year-round. Avoid only “theme month” campaigns—make inclusivity an everyday practice.
Conclusion
Consumers are no longer passive spectators—they are vocal stakeholders. The move from tokenism to transformation is not just desirable—it is essential. It requires more than representative imagery; it demands inclusivity shape the brand from within. When brands engage authentically—by listening deeply, co-creating, and centering real stories—they earn trust, loyalty, and ultimately, a stronger connection to their entire audience. By incorporating this let’s make marketing a mirror that reflects the richness of the world—not a window that filters it.
1. How can brands ensure that their diversity efforts move beyond performative gestures and create lasting impact within their organization and marketing?
2. In what ways can inclusive storytelling be used to challenge stereotypes and foster deeper emotional connections with diverse audiences?
3. What role does consumer feedback play in helping brands identify and correct tokenistic practices?
