For a long time, “K-beauty” travelled the world with a very narrow vision. The products moved, but the ideals didn’t. Fair, poreless, slim, youthful – a tight little box packaged as “aspirational.” And as the industry expanded beyond Korea, the definition of who it was really for didn’t expand at the same pace. Shade ranges nudged a bit darker, a few more faces of colour appeared in campaigns, and brands talked about “going global.” But if you looked closely at who was centered – whose features, skin histories, and lived experiences were treated as the norm – the dominant lens was still firmly in charge.

This is where inclusion often gets misunderstood, in beauty and beyond. Inclusion isn’t “add more people into the same old frame.” Inclusion is: question the frame. Who decided what “good skin” looks like? Who gets called “radiant” versus “too dark,” “too textured,” “too old”? Who has to mix three foundations to find their match while being told the brand “serves everyone”? When we only tweak the surface – a broader shade card here, a plus-size model there – but keep the underlying ideal intact, we’re not disrupting anything. We’re just decorating exclusion.

So yes, it’s encouraging to see K-beauty brands start to move. More undertones. More visible diversity. More stories that acknowledge acne, scars, age, and difference. That matters. But it’s also a reminder: representation is only step one. Real progress is when the very idea of what’s “beautiful” starts to be rewritten – when deeper skin isn’t framed as an exception, when disability and neurodivergence are considered in product design and storytelling, when older faces aren’t treated like a problem to be solved but part of the community to be served.

In the work I do, I’m not interested in helping brands “catch the inclusivity trend.” I’m interested in helping them see where they’ve been defaulting to the dominant lens, often without realizing it – and then do the slower, more honest work of shifting it. That means asking harder questions in briefing rooms, inviting in people who’ve never been in those rooms, and accepting that “everyone” has never truly meant everyone. In beauty or in any industry, inclusion can’t just live in the campaign. It has to live in what – and who – you decide is worth designing for in the first place.

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Our campaigns don’t just sell products – they shape perceptions and culture. Every casting choice and creative decision influences how people see themselves and others. Yet, this data shows we’re far from equitable representation.

What the Numbers Tell Us

• 53% of industries score below the global average for representation in content.
• Only 12% of talent in ads have dark skin tones.
• Just 6% of screen time includes seniors.
• Only 15% of screen time features people with larger body types.

These figures show which stories are centered and which are sidelined.

Why Representation Still Matters

Representation isn’t just moral — it’s business-critical. Consumers connect more deeply with brands that reflect real diversity and reject tokenism. Authentic inclusion fosters trust, engagement, and creativity. When people see themselves in ads, they feel valued; when they don’t, they tune out.

Turning Insight into Action

This report is a reflective moment for marketers and media leaders alike. Real progress requires shared responsibility across creative development, production, and leadership. Key actions include:

• Expanding casting calls to include diverse talent
• Collaborating with culturally competent industry professionals to ensure nuance
• Building inclusive review processes to remove bias early
• Measuring success beyond aesthetics, through equity and impact

A Call to Create Responsibly

Representation matters. Advertising can perpetuate stereotypes – or help dismantle them. For those of us shaping the stories the world sees, this is our reminder: create responsibly, inclusively, and with intention.

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As we enter the Year of the Horse – a symbol of energy, freedom, and perseverance – it’s a perfect time to celebrate not just the holiday itself, but the brands that honour it with respect, intention, and joy.

Here are eight signs that a brand’s Lunar New Year initiative goes beyond surface-level celebration:

1. Authentic cultural depth

Look for storytelling that reflects real relationships to Lunar New Year – not just decorative nods like red envelopes and dragons, but meaningful symbols, histories, and memories. Strong campaigns highlight the Year of the Horse’s spirit: boldness, vitality, and optimism, brought to life through narratives that resonate beyond a sales pitch.

2. Respect for diversity

“Lunar New Year” is not one uniform celebration. It’s marked by different traditions across Chinese, Vietnamese (Tết), Korean (Seollal), Japanese (shōgatsu), Thai, Mongolian, and Tibetan communities, among others. The most inclusive brands recognise these distinctions – celebrating each culture’s uniqueness rather than merging all Asian identities into one monolith.

3. Joyful, uplifting visuals

Authenticity doesn’t mean austerity. This is a time of vibrant colours, dragon dances, dazzling food spreads, and laughter with family. The best creative work translates that energy into visuals and messages that feel heartfelt – not clichéd.

4. Meaningful symbolism

Cultural precision matters. For example, in Chinese homes, the character 福 (“Fu,” meaning “fortune”) is hung upside down to symbolise that “prosperity has arrived.” In Vietnam, peach blossoms (hoa đào) or kumquat trees reflect hope and renewal. These details add richness to storytelling and show that a brand has done its homework.

5. Genuine collaborations

When brands partner with community creators, artists, or cultural consultants, the results often speak for themselves. These collaborations bring nuance and lived experience into every detail – ensuring campaigns don’t fall into stereotypes or token gestures.

6. Modern relevance

Tradition evolves, and so should representation. It’s refreshing when modern Lunar New Year campaigns reflect today’s families and diaspora lifestyles – such as intergenerational video calls, diasporic fusion foods, or younger creators redefining customs while staying rooted in culture.

7. Purposeful products

Thoughtful product design or limited editions that reflect genuine cultural inspiration – rather than using Lunar New Year merely as a sales gimmick – show deeper intent. Packaging that incorporates storytelling, artistry, and community contributions can make all the difference.

8. Community-vetted authenticity

The strongest sign of respect? Research and feedback from the very communities a brand seeks to celebrate. Whether through focus groups, cultural advisory panels, or long-term relationships, genuine engagement builds lasting trust.

As audiences grow more discerning, cultural literacy must keep up. Lunar New Year offers a brilliant opportunity for brands to not only market, but meaningfully connect. By seeking and elevating the campaigns that get it right, we celebrate not only the Year of the Horse – but the ongoing movement toward more inclusive and respectful storytelling.

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Marketing has been living in this essentialist trap for decades. We’ve built entire strategies around the idea that you can understand someone by knowing their gender, ethnicity, or ability. The industry calls this “diversity marketing” or “multicultural marketing,” and we’ve been patting ourselves on the back for it since the 1990s.

But here’s what many – even seasoned – marketers do not understand; “diversity” or “multicultural” marketing misunderstands how humans live. It treats identity like a filing system – Black goes in this box, disabled consumers in that one, 2SLGBTQIA+ over there. The problem? Real people don’t fit in boxes.

And herein lies the main difference between the more popular terms like “Diversity Marketing” or “Multicultural marketing”, and the more nuanced “Inclusive Marketing”.

The primary missing piece from all this is intersectionality.

Intersectionality considers how various forms of oppression overlap and interact to create unique experiences. Rather than looking at lived experiences as standard, separable or generalizable sum of parts, it looks at whole human experiences. Take a look at this image below:

Why we love this diagram is that it illustrates how identities like race, ethnicity, class, language, religion, sexuality, mental health, education, and body size don’t exist in isolation – they overlap in endless, dynamic combinations that shape singular, whole human experiences.

With all this said, it should be clear that “diversity marketing” or “multicultural marketing” approaches are now outdated liabilities in 2026 – they breed tokenism, stereotypes, and missed connections while consumers demand authenticity. Retirement of these terms isn’t optional anymore; it’s survival. It’s time marketers look at their audiences as whole humans instead of categories, so they can start delivering campaigns that actually resonate deeply, drive loyalty, and reflect our intersectional reality. Like any big change, this shift will be difficult for the industry – but it all starts with one simple truth: nobody’s identity fits a box.

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1. Addressing Creative Team Power Dynamics

Creative workplaces often lean on subjective feedback and personal taste, which can unintentionally give more weight to voices with positional power or privilege. To design equitable ideation processes, intentionally structure sessions that elevate the contributions of equity-deserving participants. This includes offering multiple forms of input – like anonymous submissions or asynchronous collaboration tools – to mitigate biases and ensure every idea has a fair chance to lead.

2. Building Cultural Literacy and Competency

Inclusive creativity starts with learning before creating. Every member of a creative team should have the necessary literacy in the histories, contexts, and stories of the communities they’re trying to appeal to. This ongoing education ensures that the work moves beyond representation and into deep, meaningful, and authentic storytelling. When teams approach campaigns with awareness and contextual understanding, they unlock creativity rooted in respect rather than assumption.

3. Creating Not Only Safe, but Brave Spaces

Safe spaces are essential – they prioritize comfort, trust, and belonging for every contributor. But brave spaces take this a step further. They encourage dialogue across different lived experiences and perspectives, embracing the tension that sparks innovation. Brave spaces empower team members to challenge conventional narratives, knowing that their professional environment rewards the courage to think differently.

4. Going “Deep, Not Wide”

A common misconception is that culturally specific creative only resonates within the focus community being represented in the creative. Research and experience prove the opposite – deep, nuanced stories connect universally because authenticity transcends boundaries. By focusing on “deep stories,” we craft creative that is emotionally resonant for its intended audience while remaining engaging and insightful for all viewers.

5. Designing Counter-Stereotypical Creative

Counter-stereotypical creative is not only socially responsible – it’s effective. It’s the kind of content that makes audiences pause mid-scroll because it disrupts expectations. By deliberately flipping tired narratives and visual clichés, you can create work that is both bold and memorable. In doing so, you break patterns of bias and tell stories that reflect real diversity and humanity.

6. Avoiding Tokenization with “The Replacement Test”

Representation is more than assembling a diverse cast – it’s about depth and cultural integrity. The simple “replacement test” for commercials (coined by our agency) helps assess whether a script is truly inclusive or merely tokenistic and performative. Here’s the test; if your protagonist can be swapped with someone from any other community without changing the rest of the script and story, then there is no deep cultural nuance affecting the story. It’s likely a blanket approach based on assumed “universal truths”.

To be clear, truly inclusive creativity is not a checklist – it’s a continuous practice of listening, unlearning, and co-creating. But by embedding these principles into your process, your team will not only begin to produce more equitable creative, but also more imaginative, impactful, and lasting work.

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We’ve seen it firsthand across the client brands and teams we work with – trust doesn’t come from big campaign launches or sweeping corporate pledges. It’s built quietly and continuously in how leaders listen when it’s uncomfortable, how systems respond when harm is named, and how teams are empowered to show up fully as themselves. Those everyday choices are where inclusion either lives or fades.

True inclusion isn’t a one-time workshop or a position on the org chart. Hiring a Chief Diversity Officer without shifting who holds decision-making power only reinforces the same patterns that eroded trust in the first place. Instead, inclusion grows through shared accountability and intentional change that rebalances influence, voice, and opportunity.

Trust deepens when people see leadership matching words with action – when listening leads to adjustment, when mistakes lead to repair, when policies evolve because real feedback demanded it. It’s these small but significant demonstrations that tell teams: You are safe here. You are seen here. You are part of the vision here.

Inclusion is not only something brands need to say. It’s something they need to do. And they need to do it every day. It shows up in how campaigns are developed, whose stories are centered, and how respectfully communities are engaged. It’s reflected in the language used, the partners chosen, and the power shared. And when inclusion becomes a consistent behavior, not a performance, trust follows naturally.

Earning trust through inclusion isn’t just good ethics – it’s good business. Audiences, employees, and communities can sense authenticity. And when they trust a brand to mean what it says, they stay, advocate, and help build it stronger.

In a world where promises are plentiful, it’s the consistent, human acts of inclusion that make all the difference.

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A brand being called out isn’t necessarily a crisis. It can be a turning point – if you know how to discern noise from nuance.

Understanding the Difference Between Noise and Nuance

Call-outs come in many forms. Some are driven by performative outrage and short headlines meant to go viral. That’s noise – indignation without depth, criticism without curiosity.

Nuance, on the other hand, invites learning. It stems from lived experience and considers a brand’s history and patterns, not just isolated moments. Nuanced feedback holds brands accountable while leaving room for growth. Brands that focus on nuance rather than reacting to noise build resilience and earn deeper trust over time.

How Brands Often Get It Wrong

When confronted with criticism, two common missteps derail brands from real accountability:

1. Responding defensively. Trying to justify intent misses the point if harm has already been caused. Accountability begins when brands recognize impact, not when they defend intention.
   
2. Responding with words alone. Brands that only respond with words with no sort of plan of action and commitment to further learning, and/or donation to harmed communities will be seen as performative. No matter how well crafted the response is, unless audiences see some sort of consequence*, then the response won’t matter as much. And this is the important part; the consequence can either be decided by the brand, or by the public. If the brand’s chosen consequence isn’t enough, then you can bet the public’s consequence will make up for it.

*Consequence does not necessarily mean punishment

Clarity, Not Comfort, Builds Connection

Many brands hold back from communicating their values out of fear – fear of alienating audiences or being “too political.” But trying to be everything to everyone only dilutes purpose. Discomfort isn’t failure; it’s a sign of clarity.

People connect with brands that stand for something real. Inclusive marketing thrives on empathy – it acknowledges difference while holding firm to integrity. The goal is not to erase all tension but to lead with context, care, and courage.

When brands step forward with clarity and accountability, they attract communities that share their values and respect their growth. Those who stay neutral risk fading into the background while others lead with purpose.

The strongest brands aren’t the ones that avoid mistakes – they’re the ones that learn aloud. By distinguishing noise from nuance, responding with both humility and action, and embracing the clarity that comes with discomfort, brands can transform call-outs into catalysts for connection and credibility.

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• 74% of studies reported improvements in mental health attitudes and stigma reduction
• Approximately 70% showed increased mental health knowledge
• 65% documented behavioural changes, such as seeking help
• Among campaign-aware audiences, 100% demonstrated positive behaviour changes, including help-seeking and engaging in positive mental health activities

These figures underscore the responsibility and influence our marketing industry holds. Inclusive and authentic campaigns do more than raise awareness – they shift mindsets, dismantle stigma, and inspire real behavioural change. We have the unique opportunity to create a world where mental health is openly discussed, supported, and prioritized every day, beyond a single awareness day.

For me personally, mental health has always been complicated.

My journey with it has always been shaped by the subtle and yet powerful cultural expectations that come with my identity as a Cantonese woman.

Growing up, there was sort of an unspoken rule to carry struggles quietly. Mental health was rarely talked about openly, and when it was, it was often misunderstood or met with despair.

But over time, I committed to learning more about this topic, and after graduating with a BSc major in Psychology, I became adamant about breaking the silences in my family that could not be quieted by traditional cultural suppression.

Nuanced portrayals in media, film, and marketing relating to this complex topic are few and far between, but when they do show up, it’s incredibly healing for people like myself. Representation in this sense can validate our experiences and give us the courage to transform the narratives that often silence us. When stories are told by us – with authenticity and courage – they create space for others to feel seen, understood, and empowered to seek help and create real change.

To me, my work in marketing is merely a vehicle for these stories.

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The fact is, in today’s fast-evolving market, youth consumers are no longer just passive audiences – they demand brands to be authentic and inclusive, and are more than willing to vote with their voices and wallets. As the largest and most diverse generations, Gen Z and Gen Alpha are redefining what it means to connect meaningfully through marketing. Their influence goes beyond demographics; it’s a powerful call for brands to mirror real experiences, stand boldly on social issues, and embed sustainability as a core principle.

All in all, today’s youth demand authenticity and inclusion – they don’t just want to be seen, they want to lead. Here’s a closer look at how the youth landscape is shaping the future of the marketing world:

➡️ Gen Z represents 32% of the global population with a projected spending power of $12 trillion by 2030.

➡️ 84% of Gen Z seek brands that reflect real, diverse experiences.

➡️ 56% of Gen Z say they would not accept a job without diverse leadership, and 68% feel their employers are not doing enough to build diverse workplaces,

➡️ Gen Alpha – the generation rising behind Gen Z – is set to be the most diverse and digitally native generation yet, with 80% owning smart devices before age 10.

➡️ 75% of Gen Alpha expect brands to take a stand on social issues and prioritize sustainability as a core value.

➡️ Parents of Gen Alpha also prioritize diversity in buying decisions, with nearly 80% considering diversity when purchasing toys, which reflects the generation’s values beginning from early childhood environments

➡️ Gen Alpha expects brands to authentically showcase diversity across ethnicity, gender, sexuality, and ability, alongside clear actions on sustainability and social responsibility. They are quick to recognize and reject insincere or performative efforts

Understanding the values and expectations of Gen Z and Gen Alpha is no longer optional for brands that want to thrive in the future. These generations prioritize transparency, inclusivity, and purpose-driven engagement. For marketers looking to build lasting loyalty and relevance, embracing genuine representation and taking a stand on social and environmental issues is the path forward. The youth aren’t just watching anymore – they want to lead the way.

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