Inclusivity in Business

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How Brands Create Value Through Advertising and Communication

Just a few years ago, inclusive marketing seemed like a nice-to-have — a gesture of corporate social responsibility. Today, it’s a core business strategy that directly influences consumer choices, brand trust, and long-term loyalty.

It’s getting harder to find brands that ignore inclusivity — and for good reason. Those that do often face public backlash, risking their market position and alienating loyal audiences. Inclusivity isn’t a trend. It’s a necessity.

What the Numbers Say

Global analysts don’t just jump on trends — they validate them with data. According to McKinsey, 70% of consumers prefer to buy from brands that reflect social responsibility. That’s not just a nice sentiment — it’s a measurable shift in buying behavior. Campaigns that showcase diversity and accessibility see, on average, 25% higher engagement on social media and up to 20% more customer loyalty.

Inclusivity is more than marketing — it’s reshaping business models. In the U.S., the number of brands actively adopting inclusive marketing has grown by 45% over the past five years. At the same time, 41% of American consumers say they only buy from brands that embrace diversity in their messaging.

A Shift That Can’t Be Ignored

While inclusivity is still gaining momentum in Ukraine, global players are already treating it as a business must-have.

Adidas shares stories of athletes from various cultures and backgrounds — refugees training through the trauma of war, Paralympians breaking physical barriers, Muslim women in hijabs, and LGBTQ+ athletes using sport as a tool of self-expression.
Apple ensures its products are accessible to users with hearing or vision impairments, making tech more inclusive.
Fenty Beauty disrupted the beauty industry with a wide range of shades that reflect all skin tones — making true representation the norm.
Netflix invests in diverse content that amplifies the voices and stories of underrepresented groups.

The Evolution of Diversity

Inclusivity didn’t happen overnight. Between 2010 and 2015, it lived mostly within CSR departments — isolated projects rather than integrated strategies. By 2015–2020, inclusive marketing moved into the mainstream, with campaigns like Dove’s “Real Beauty” and Adidas’ Paralympic ads reframing inclusion as an essential part of modern branding.

In the 2020s, social movements like Black Lives Matter and greater LGBTQ+ visibility accelerated this shift, urging brands to act or risk reputational damage. By 2024, diversity became the new normal. Brands that failed to adapt now find themselves struggling to stay relevant in a more ethically demanding market.

Why Inclusivity Wins

Brands that embrace inclusive marketing unlock three major advantages:

Stronger Trust — 67% of consumers say they’re more likely to support companies involved in social initiatives (Deloitte).
Wider Reach — Inclusive messaging helps tap into new customer segments from diverse backgrounds.
Better Reputation — A genuine commitment to equality leads to deeper emotional connection and long-term loyalty.

That said, it comes with risks. If done for the wrong reasons — like chasing hype — it can backfire. Just look at Pepsi’s failed ad with Kendall Jenner, which became a textbook case of inauthentic social messaging. And not all regions are ready for the same messages — local context matters. Brands must localize with care.

The U.S.: From Leader to Backpedal

The U.S. led the global push for DEI (Diversity, Equity, Inclusion), but in mid-2024 a shift began. Major corporations like Meta, Amazon, and McDonald’s cut or eliminated their DEI departments. Axios reports that over 600 DEI leaders lost their jobs in the past year. Many brands are now avoiding the DEI acronym altogether — signaling a deep cultural and political turn.

Ukraine’s Unique Path

While the U.S. pulls back, Ukraine’s inclusivity journey is shaped by a different force — war. The ongoing conflict increases social pressure on businesses to communicate with more sensitivity and purpose. We’re seeing growing expectations for brands to address topics like the reintegration of veterans, internally displaced people, and new communities.

The government is also driving this shift — with programs focused on accessibility, rehabilitation, and integration. More grants, initiatives, and tax benefits for inclusive businesses are on the horizon. This will spark demand for new roles: inclusive design experts, adaptive UX specialists, veteran mentors, cross-cultural consultants — skill sets that will become increasingly valuable.

Inclusivity will become a true competitive advantage. Brands that handle diversity with authenticity and respect will gain the trust of younger audiences and global partners.

We’ll also see a growing demand for local representation. In Ukraine, people care deeply about who appears in ads — their language, identity, and real-life experience. That means the call for real faces, real voices, and real stories will only get louder.

Havas Digital Kyiv x Traumeel S Gel x “Shakhtar Stalevi”

One standout local case: the Traumeel S Gel campaign “Movement for the Future,” created by Havas Digital Kyiv in collaboration with “Shakhtar Stalevi.” It shows how football can be a tool for recovery — with amputee athletes demonstrating that life doesn’t end with injury. It’s a powerful reminder that Ukraine can be a leader in shaping what inclusive advertising looks like.