Protest or Promotion? A Critical Analysis of Inclusive Marketing and Brand identity

Marketing is a key tool for companies when displaying products to the public, making it a repetitive feature within societies, creating the desire for more creative campaigns. Marketing can be the power behind business growth, driving sales and creating conversation surrounding campaigns. The strategy of inclusive marketing is a contemporary idea that has progressed and developed since first being used in the early 2000’s. The aim for inclusive marketing is to be able to include everyone from all walks of life, to highlight the diversity throughout countries to entice consumers to pay attention to the brand portraying the diversity. This thesis analyses the evolution of inclusive marketing as a strategic measure within corporate practices. By employing qualitative research, creating a thematic analysis of selected advertising campaigns from Always, Nivea, Gillette and Pepsi, along with a semi- structured interview with marketer Laura Geary, who has created campaigns for an elite gym in Dublin, enticing members to immerse themselves within the facilities.

This study explores how inclusive marketing strategies are creatively constructed across different media, while highlighting political tensions influencing strategies. It finds the consumers' understanding by creating multi-level advertising campaigns, companies see products start to perform within the market and a conversation is generated surrounding campaigns. This thesis will explore the evolution of inclusive marketing that has allowed it to become a driving force for marketing strategies within companies. By highlighting the modern issues with inclusivity within different countries due to their political standings. It breaks down the inclusive strategies seen in selected advertising campaigns and their intended audiences. It aimed to comprehensively explain inclusive marketing strategies and models, highlighting its creative response to evolving societal values. It emphasises critical insight into how creative industries can initiate meaningful engagement both creatively and politically, while placing its necessity in the corporate world to cultivate meaningful engagement with target audiences.