The Ultimate Guide to Inclusive Marketing Campaigns & Advertising

7 Inclusive Marketing Campaigns to Learn From

Inclusivity helps brands connect with audiences on a deeper, more meaningful level. When people see themselves and their experiences reflected in advertising, they are more likely to develop an affinity for and trust in a brand.

In fact, a 2023 survey by Adobe found that 62% of global consumers are more likely to purchase products from brands they view as inclusive. And 28% have stopped purchasing from a brand they felt was not committed to diversity and inclusion.

So what does great inclusive marketing look like in practice? These seven inspiring campaigns from major brands across industries offer valuable lessons and takeaways.

1. Nike – "Until We All Win"

Athletic giant Nike has long been a leader in purpose-driven, inclusive marketing. Its 2023 "Until We All Win" ad is a masterclass in authentic representation.

The cinematicspot features a diverse cast of elite female, non-binary, and trans athletes across sports like basketball, soccer, tennis, and track & field. South African runner Caster Semenya and Brazilian soccer player Marta Vieira da Silva are just a few of the global stars showcased. Narrated by U.S. soccer player Megan Rapinoe, the ad celebrates the power of sport to unite people across gender identity.

What makes this ad effective is its nuanced, intersectional approach to diversity. Rather than simply showing athletes of different races, it depicts the full spectrum of gender identity and expression. The cast features Black trans athletes, adaptive athletes, and a pregnant runner, highlighting the many ways female athletes break barriers.

By letting the athletes‘ talent and dedication speak for itself, Nike avoids tokenizing underrepresented groups. Instead, the campaign feels like an authentic celebration of progress toward gender equality in sports, while acknowledging there is still work to be done (hence the title, "Until We All Win").

2. Bumble – "Love For All"

Dating app Bumble won praise for its moving 2022 ad "Love For All," part of its broader effort to be an inclusive platform for people across the LGBTQ+ community.

The digital ad features interviews with real queer and trans daters about their experiences with love, relationships, and self-acceptance. One nonbinary person talks about the difficulty of dating while othered. A trans woman shares her joy in finding a partner who loves her exactly as she is.

Bumble made a point to include perspectives from across the LGBTQ+ spectrum—gay, lesbian, bi, trans, nonbinary, and gender-nonconforming people are represented. Notably, the ad features queer and trans people of color, who are often underrepresented even within LGBTQ+ spaces.

By focusing on real stories, Bumble connects emotionally with viewers and builds trust with the LGBTQ+ community. The ad conveys that Bumble is a welcoming, safe space for people of all genders and orientations to find love and connection.

3. Dove – "It‘s On Us"

For over a decade, Unilever-owned personal care brand Dove has promoted "real beauty" through ads featuring diverse, unretouched models. Its 2023 "It‘s On Us" campaign takes this commitment to inclusion a step further.

The centerpiece of the campaign is a short film that begins by asking "When‘s the last time you saw someone like me in an ad?" as a series of diverse women appear on screen. They represent different ages, sizes, skin tones, and abilities—an older Asian woman, a plus-sized Black woman, a woman with deep facial scarring.

"70% of women still don‘t see themselves represented in media and advertising. It‘s time to change that," the voiceover continues. "If we all get involved, together we can create a more inclusive world for everyone."

The ad puts the viewer in the perspective of marginalized women who rarely see people who look like them in mainstream media. In doing so, it builds empathy and makes a case for why representation matters.

Dove goes beyond virtue-signaling by pairing the ad with actionable initiatives. This includes:

  • A "Create With Care" pledge for brands to advance inclusion in advertising
  • Free resources for teachers to promote body confidence in the classroom
  • Partnerships with inclusive stock photo sites to expand the diversity of available images

By mobilizing its industry clout, Dove is aiming to make inclusion the norm, not the exception, in beauty advertising and media.

4. Squarespace – "Everything To Sell Anything"

In 2022, website builder Squarespace spotlighted diverse entrepreneurs in its "Everything To Sell Anything" ad series. Each video tells the story of a real small business owner who uses Squarespace to power their online presence.

One ad follows Erin Carpenter, founder of inclusive dance fitness studio Nude Barre. Erin, a Black woman, describes how she started her business to make dance more accessible for all bodies and skin tones. "I didn‘t have a space where I felt comfortable," she shares. "So I created it."

Another ad features Marlon Portales, a Peruvian-Chinese-American fashion designer who creates colorful, genderless clothing. "Fashion should be a form of self-expression for everyone," Marlon says.

By elevating the voices of underrepresented founders, Squarespace shows that its platform is a place where diversity thrives. The campaign demonstrates Squarespace‘s values of empowerment and inclusivity without feeling heavy-handed.

Representation Stats:

  • 50% of entrepreneurs worldwide are women (Global Entrepreneurship Monitor)
  • 86% of LGBTQ+ business owners had difficulty accessing financial capital (National LGBT Chamber of Commerce)
  • Racial minority-owned small businesses are more likely to get lower loan amounts and higher interest rates (Brookings Institution)

5. Google – "A CODA Story"

Google‘s 2022 Super Bowl ad "A CODA Story" made history by starring a deaf actor and incorporating American Sign Language.

The 60-second spot promotes Google‘s Live Captions feature while sharing a day in the life of Tony Lee, a Google employee and child of deaf adults (CODA). Through heartwarming scenes, the ad shows how Tony uses Live Captions to communicate with his deaf parents via video call and feel more connected to the deaf community.

While the ad is simple, it represents a major step for deaf representation in a primetime ad slot. The inclusion of subtitles makes the ad itself more accessible to deaf and hard-of-hearing viewers.

"To see a deaf person signing on the Super Bowl stage will show that our language is on the same level as spoken language and that is a huge step for the deaf community," Tony said in a statement about the ad.

Beyond the Super Bowl spot, Google has taken steps to make its own products and workplace more inclusive:

  • Adding ASL interpretation to company events and providing live captioning for Google Meet
  • Supporting resource groups like the Disability Alliance to advocate for employees with disabilities
  • Offering digital skills training for people with disabilities through Google Career Certificate scholarships

By integrating accessibility into its products, content, and culture, Google demonstrates that inclusion is an ongoing commitment, not a one-time campaign.

Accessibility Stats:

  • 1 in 4 U.S. adults has a disability (CDC)
  • Captions can improve brand recall by 80% (Facebook)
  • 83% of U.S. consumers want brands to ensure website accessibility (Accenture)

6. Target – "New Day"

Retailer Target has been a leader in size inclusivity and adaptive clothing for years. Its 2023 back-to-school campaign "New Day" showcases this commitment to inclusion.

The joyful ad follows a diverse group of kids as they prepare for the first day back at school. Notably, it features a young girl with Down syndrome picking out an outfit and a boy with a prosthetic leg playing basketball in the driveway. The children‘s disabilities are seamlessly integrated into the story rather than being the sole focus.

Target intentionally casts people with disabilities across its ads as part of its broader diversity and inclusion strategy. The brand carries adaptive apparel for kids and adults and has innovated inclusive designs like sensory-friendly and zip-off sleeves.

"At Target, we know how important it is for all guests to feel welcomed and included," explains Chief Diversity Officer Caroline Wanga. "We show up in that inclusion by ensuring our marketing reflects all of our guests."

7. Etsy – "Difference Makes Us"

Global marketplace Etsy has built a brand around showcasing unique and handmade goods from independent artists. Diversity and individuality are core to its DNA.

Etsy‘s 2022 campaign "Difference Makes Us" brings this ethos to life through a series of colorful, animated ads. Each one highlights different creators and the individual expression they bring to the platform.

One ad called "Embrace You" shows an LGBTQ pride parade marching across an Etsy seller‘s laptop screen. Another titled "For the Misfits & the Witches" pays homage to alternative and non-mainstream creators. "Here‘s to art that makes you feel seen," the voiceover affirms.

The campaign doesn‘t just celebrate diversity in the abstract—it depicts real items from LGBTQ, BIPOC, and neurodiverse sellers. Queer pride pins, Latina-owned stationery, anime stickers, witchy home decor, and more showcase the breadth of identities and communities within the Etsy ecosystem.

By making uncommon goods the hero, the ads send a powerful message that Etsy is a platform where individuality and diversity are sources of creativity and strength. It positions Etsy as an ally to creators and consumers who have been overlooked or marginalized by traditional retail.

Creativity Stats:

  • Creative industries are more racially and gender diverse than non-creative ones (Creative Diversity Network)
  • LGBTQ consumers actively seek out brands that partner with LGBTQ creators and influencers (INTO/Hubspot)
  • 60% of Gen Z believes brands should take a stance on social issues through their content and campaigns (Sprout Social)

The common threads among all of these examples: representation, empowerment, and authenticity. From Nike and Dove‘s social impact campaigns to Etsy and Squarespace‘s creator spotlights, these inclusive ads work because they ring true and add value for diverse communities.

The campaigns go beyond surface-level diversity to build emotional connections with customers who have been historically underserved by advertising—and they have the business results to show for it. Adobe reports that inclusive ads have 23% more prompted brand affinity and high-level intent.

Of course, a single ad is just a starting point. True inclusive marketing requires deep work to integrate diversity, equity, and inclusion into every aspect of a brand‘s strategy and culture.

But these seven campaigns offer a roadmap for how to get it right. By celebrating diversity with empathy, nuance, and authenticity, brands can create the kind of marketing that resonates on a human level—and ultimately drives better results.