AndHumanity Brand Inclusion Framework, Adapted from Dr. Bennett’s Developmental Model of Intercultural Sensitivity, TWI Inc. and ODR Inc.

INCLUSIVE BRANDS | OVERVIEW

Brands in this phase are created on the values of inclusion since day one. These brands have the ability to navigate between more than one culture seamlessly without losing their identity as an organization.  More importantly, they can see the fundamental value in having these diverse perspectives at the table.  

Note: Underrepresented cultures include but are not limited to BIPOC (Black, Indigenous, People of Colour), LGBTQ2S+, people with invisible or visible diverse-abilities, socio-economic status, age, gender and the intersection of these lived experiences.

MANIFESTATION

These brands live ‘diversity and inclusion’ in their everyday business practices as they often practice it in their own personal lives. They understand the nuances and complexities of each culture and have the skills and abilities to learn and adapt to new cultures with respect. Because they are built with inclusion from their foundation, their culture demands inclusion in the way they lead and create.   

They understand authentic allyship and practice it daily, and not as a project-based occurrence. There is ongoing relationship building with various cultures and a constant ambition to close diversity and inclusion gaps.

Marketing and Communications will cover different cultures authentically with permission and co-creation with these groups. The inclusion will be reflected in their service and product offerings and will equally be portrayed in their marketing. The inclusion of their advertisements will not need to be front and centre as they embody these values.

These brand’s advocacy work is mostly around existing as live examples to demonstrate to other brands that this is the way of the future. These brands are extremely rare, and very few exist in the 21st century.  

EXAMPLES

FENTY Beauty

Fenty Beauty is a prime example of a truly inclusive brand who’s mere existence screamed inclusion. They have transformed the beauty industry (and fashion – see below) just by existing.  Rihanna’s vision of an inclusive brand launched with huge return the moment it launched; “Fenty Beauty racked up a reported $100 million in sales in its first few weeks, propelled by Rihanna’s fame and 71 million Instagram followers.” – Forbes. 

It’s an excellent example of a brand that doesn’t need to do one off campaigns of inclusion because by simply existing, they are being inclusive. They launched their brand with 40 shades and for the first time it didn’t lean towards white skin and undertones, which goes to show how much representation matters. 

SAVAGEXFENTY

HOW TO MOVE TO THE NEXT LEVEL

Brands in this space have reached the peak, and they act as role models for other brands. As they say, with great power, comes great responsibility. However, with inclusion, it’s an ongoing journey that takes maintenance and consistent effort. See how your counterparts in Brand Adaptation are working hard to be inclusive.

Actionable Next Steps:

1. When in a leadership position, it’s important to share your practices and knowledge with others.
2. Advocate beyond your industry and continue to push society. How are you helping to leverage your privilege to increase equity for your customer’s everyday pains?
3. Open up your doors to other organizations who want to learn how to do better in this space, and showcase how your inclusive actions have impacted society.

    

NOT YOU?

Let us do a full assessment and help identify where you are on the curve. For more information and resources, contact [email protected] or check out our insights at https://andhumanity.co/insights/