A new study conducted by the Unstereotype Alliance in partnership with the Saïd Business School at the University of Oxford reveals that brands that adopt inclusive advertising practices have significantly better commercial performance. The research analyzed the impact of inclusive campaigns across 392 global brands over a four-year period, and the results are clear: inclusion drives profit.
Among the findings, it is worth noting that inclusive advertising campaigns result in a 3.46% increase in short-term sales and a 16.26% increase in long-term sales. Additionally, brands that adopt an inclusive approach are 33% more likely to be considered by consumers and 62% more likely to become the first choice in the category. The research also indicates that these brands enjoy 54% more pricing power and 15% higher consumer loyalty.
The study analyzed brands across a range of product categories, including personal care, food and beverage, pet food, and health and beauty. The results show that inclusive advertising has positive effects across all sectors and regions analyzed.
In addition to boosting business performance, inclusive advertising also strengthens brand equity. Inclusive brands are perceived as 8.3% more meaningful and 12.1% more innovative by consumers, generating greater loyalty and increasing market value.
