Welcome to Break the blueprint – A blog series that immerses themselves with the unique business challenges and opportunities underrepresented business owners and entrepreneurs. Find out how you have grown or scaled your business, have researched entrepreneurial activities in your companies or created side books and how your stories can inspire and inform your own success.
The Unstereotype Allianz studied 300 global brands And found that those who create integrative ads a short -term turnover with 5% higher sales and long -term sales of 16% and a 62% higher probability that a brand is the first choice of a customer.
The study results show me that integrative marketing resonates with consumers. It shows them that marketers understand their needs how they can meet them and take care of their experiences. It is also clearly good for business.
Nevertheless, inclusive marketing is not an everyday practice. For this piece, I have examined more than 100 marketing and advertising experts whether they practice marketing and how to implement it and get tips from inclusive experts on how companies can create an effective integrative marketing strategy.
Table of contents
What inspired me to do this research?
Inclusive marketing recognizes the different identities of consumers (e.g.
I think it is important for the goal of marketing: pull an audience to what you offer and convince you to make a purchase. They want people to come across their content with different backgrounds and say: “This brand sees me as I am and I understand how they will meet my specific needs.” If people cannot find this connection, they switch to a brand that does this.
Consumers themselves say the following: diversity and inclusion (or lack of it) influence your shopping decisions.
The demand is clearly there, but as I mentioned above, not all brands create space for inclusiveness in their marketing strategies, and I wanted to know why. I was also curious, like those who invest in it, practice it to get a feeling for where there could be space for improvements.
So I asked marketers, asked her exactly that and put together the results in this integrative marketing report.
My colleague Jeanie Thompson, Associate Marketing Manager, held talks with two integrative marketing experts. Danisha LomaxExecutive VP of Client Inclusivity & Impact at customers DigitasAnd Nandi HowardAssociate Marketing Manager (Brand Equity) Ulta beautyIn order to obtain the survey results and advice on how brands can implement integrative marketing sensibly and deliberately.
Status of integrative marketing in 2025
I will first examine the current status of integrative marketing, including the way companies practice and have success.
63% of the marketers informed me that their main place of care is investing in integrative marketing. 37% state that there are no investments or they are not sure whether it is available.
I was curious to what extent the inclusiveness is embedded in the strategies of those of those, and a majority said that there are “some” including elements. Only 42% say that the inclusiveness for their marketing and communication is of central importance.
To get deeper into current integrative marketing trends, I recommend Read this piece by Sonia Thompson, an integrative marketing expert, strategist and consultant.
How do marketers feel about integrative marketing?
Regardless of the attitude of the company, marketers, as individuals, mostly find integrative marketing essential:
- 8 In 10 it is important that different communities are visible in ads.
- More than two thirds think more positively and buy companies that include underrepresented groups in their marketing.
For every marketer who believes that the current diversity is appropriate, ten believe that the advertising/marketing industry can still do more to support diverse and underrepresented communities.
I think this belief among the marketers is important: Even if there is no full buy-in-buy-in, there are still people in the room who can talk about its meaning.
Goals, advantages and effects of integrative marketing
Marketers, whose companies invest in integrative marketing, say that their top goal appeals to a wider audience/expand their audience. You also want to create content with which existing audience groups are well received, which makes sense: you want your audience to be satisfied, and you are more satisfied with reliable content.
When it comes to those who benefit from integrative marketing, the respondents say that everyone, not just companies who practice it, or consumers in underrepresented groups. Only 6% of the opinion that integrative marketing of the selected group of people only benefits.
I asked the respondents to give examples of how their companies benefited from integrative marketing and selected some of the most common topics:
- Increased customer loyalty because consumers build connections to brands that they appreciate: “We have recorded higher storage in the new customer base and an increase in the positive feedback from sales employees who deal directly with consumers.
- Increased income because inclusive marketing speaks for a wider audience segment: “(Including marketing) it enables us to achieve more sale from everyone because more people feel that our brand also reaches it.”
- Nowadays, consumers appreciate inclination more than ever, so brands benefit from brands that benefit authentically “Improved picture and call.”
- Consumers are more likely to interact with content and brands with which they combine what it entails “Increased customer participation.”
Do marketers find success with integrative marketing?
Despite high investments, most respondents describe their integrative marketing efforts as somewhat successful (61%).
As I mentioned above, my teammate Jeanie Thompson spoke to two integrative marketing experts (Danisha Lomax And Nandi Howard) to get your thoughts about the data.
She asked Lomax what could distinguish brands that are successful with integrative marketing from those who do not. She theorizes that it is because you are using the same metrics to grade, including and non-inclusive efforts, if the measurement process should be different: “What a campaign successfully belongs back from the community; ‘Yes, you did it right.’ … or ‘I love how you tell a great intersection story that more people have to see to see more.
This makes sense for me: she does not say that KPIs like CTR and sales do not matter, only that other factors give a more comprehensive picture of how their integrative campaigns feel their diverse public groups.
“Brands will always see moving products and sales what we will do. I think we have to think about the kind of intangible works to make inclusive marketing and how this future brand is to be remembered to be in the psyche of people,” adds Lomax.
Does integrative marketing have the business success?
I am not surprised that most of the respondents say that integrative marketing only has an average influence on the entire business success.
I later immerse yourself deeper into the strategy, but most companies invest pieces in pieces (such as unique campaigns for cultural sensitization), which are less likely to draw the numbers that receive regular campaigns. Basically less integrative marketing campaigns, fewer effects on business success.
Howard The brands that achieve a positive business effect are consistent: “It is the brands that show that they are included all year round and are included all year round.
How companies practice including marketing
Now we know that companies invest in integrative marketing, but how exactly is it implemented?
Mainly visually through integrative images that represent multicultural representation. It follows Access weaving design (like old text for pictures), including language and campaigns for the consciousness month (like the Black History Month).
The inclusion of inclusiveness in a fragmented manner (with the help of integrative pictures compared to an overall inclusive strategy) and the concentration on calendar-based events show me that companies primarily make the display of surface levels via an ever-on strategy.
The implementation pattern is what Lomax calls a “checkbox approach” on inclusiveness: “Image diversity is great, but I often see that it is used in a little control box so that people are not called. But what is the storytelling that surrounds the images?
I think the separation is that companies may not know how inclination fits general marketing campaigns. The following I mean: It is easy to understand what is involved in a Pride Month campaign. The images and messaging to be used are pretty clear. However, if you are used to marketing for cultural moments like this, I can find out why it is difficult to find out how your typical approach to integrative marketing applies to every campaign you carry out.
The language, which is less common, tells me that messaging may not always match the Visuals marketers. For example, take KFC. In 2023 it carried out a campaign that played its slogan “Finger Lickin ‘Good” (see illustration below).
“Sorry utensils, it is finger licking well” is a perfect mouth text, but the campaign stood out Near immediate counter reaction online Because of the pictures. Billboards showed black people who eats KFC, but in a way that (probably unintentionally but still important, but still important) played into a racist stereotype that was dating back to the early 1900s to love black people, loved fried chicken.
The stereotype was often presented in caricated ads (one is shown below) and minimum shows, in which white actors paint their faces black and eat exaggerated roast chicken to get the idea that black people were uncivilized.
In KFC’s case, the pictures did not match messaging, which is simply so good that KFC is so good that people cannot help but lick their fingers after it is gone and no reinforcement of the stereotypical.
Challenges and obstacles to integrative marketing
Marketers, whose primary employment does not practice inclusive marketing, are not sure what to prevent it from implementing it. A limited budget is the reason for non -investment, followed by a lack of knowledge/know -how about implementation.
With regard to budget restrictions, Howard says that this coin has a different side: including marketing brings money. She says: “De & I will always drive dollars. The more diverse your marketing is for different demographic data, the higher the chance that you will bring in more money.” Why? They appeal to several demographic data.
Challenges of companies that invest
Marketers who work in companies that invest in integrative marketing say that budget restrictions are the most important challenge. 33% difficulties to ensure that content appears in brand -proof environments, and 28% concern about resistance and backswing from customers and the general public.
Lomax says that she has dealt with budget restrictions, but it shouldn’t be a booking for practicing integrative marketing or not: “Budget and cuts constantly occur in our industry. While you may have to withdraw the budget to ensure that you meet your sales goals, this does not mean that you absolutely have to withdraw budget.” I would withdraw the long -term budgets to the long -term budgets.
An example that comes to mind for the preservation of marketing dollars is a simple change in focus in influencer marketing. If your budget is missing, but you are already investing in influencers, update your strategy to ensure that you are merging with influencers from different communities. You will share content with your followers (who probably share the same interests and experiences), expose you to your brand and for your offer as some guarantee that people like you.
If you are worried about blowback or resistance, Lomax also has some thoughts (and a CTA): “I think (fear of setbacks) is a bit like a cop-out. I think what people say directly today is that they want to know where (brands) want to sit in the inclusive space.
“There are so many experts … So many communities that say:” This is what we want to spend our dollars with them. “
Including Marketing -Best Practices (experts tips)
So far we have learned that brands recognize the importance of inclusiveness in marketing. Nevertheless, it is adopted in a fragmented way with more visual representation instead of in all aspects of marketing.
Marketers, even those whose primary employment does not practice integrative marketing, agree that companies can do more to support diverse/underrepresented communities in their marketing and advertising.
How can companies do that? Let us immerse yourself in what Howard and Lomax recommend.
1. Use insights into your community.
“I think people sometimes give themselves more recognition in knowing a certain community and recognizing how often they rely on prejudices or stereotypes when they try to market themselves about diverse demographic data,” says Howard.
Your recommendation? Talk to your Consumer Insights team (or whoever monitors the marketing data): “Put on the numbers and see what actually cuts off (with the community you want to reach) … We work with our consumer Insights team when we do something with diversity because you need your findings to inform your strategy.” “
I like this tip because data tell you exactly what uses the communities you want to reach and present. As I have already mentioned, it is important to go beyond marketing for cultural moments (such as the month of women’s history). If you immerse yourself in data, you can inform your campaigns.
Howard shared an anecdote about what it looks like in practice: “We will consider the behavior of consumers how (customers) like to buy in the retail industry … When I studied LGBTQ+ -D consumers, there is a lot about the family.
Other strategies that I recommend are:
- Analysis of performance data segmented according to the demographic audience,
- Organizing focus groups with various segments,
- Use of social listening to the understanding of concerns and preferences of the community,
- Test campaigns with representative spectators before the start.
2. Including marketing teams (and don’t do it “just because”).
A good way to ensure that strategies including strategies are (and remain)? Leave people in the room with different perspectives and experiences from which you can come. A diverse team can also give insights if there are something insensitive.
However, it is important to be aware of the tokenization. If you are responsible for the attitude and structure of a team, including someone in discussions just because you are a certain identity, you have the feeling that your identities are exploited to ensure the variety in space.
“In short, it is not enough to simply bring in people … It is great that they are (underrepresented groups) in the room, but if they don’t hear or not for these different perspectives, it is in my opinion a waste of space,” says Howard.
For me, this means that everyone in the room has the chance to speak and is sincerely listened to when they do it. If someone says that an idea feels insulting, it should be a welcome perspective that is discussed in the team.
Consumers themselves even believe that internal structural changes can contribute to a general real inclusiveness: a majority reported The best way to demonstrate authenticity during the black history month is to address diversity and integration into your companies.
The strategies I recommend include:
- Ensuring a varied representation at all levels of marketing teams,
- Create safe rooms for honest feedback on campaign concepts,
- Including marketing training for all team members.
3 .. Reface clear frameworks.
11% of those surveyed did not know whether their company is investing in integrative marketing and 49% say that inclination is only partially implemented. One way to improve here is to make clear frameworks and training courses for teams (think of internal workshops or contents guidelines) in order to authentically involve inclusiveness in all phases of the marketing process.
Clear frameworks can include:
- Written guidelines for the implementation of integrative marketing,
- Checklists for the development and review of the campaign,
- Regular training on integrative marketing principles,
- Explicit processes for interpreting and aligning concerns.
Howard says that there is no shame to get external help: “I think if you work for a company that does not have capacity or skills, you will find an external agency. There are agencies that specialize in such things.”
In other words, if you want to do inclusive marketing, but do not know where to start, start the outsourcing of people who can lead you to make the right decisions.
4 .. involve the inclusiveness in all year round marketing campaigns.
With 26% of the respondents who carry out multicultural campaigns, but 36% are involved in the sensitization parts, there is a risk that brands appear to be opportunistic if their efforts to be integrative are only based on calendars (as Pride Month).
Instead, I recommend finding ways to embed the inclusiveness all year round marketing campaigns. Make different voices in content, integrate cultural perspectives and make sure that inclusivity is not just a temporary topic.
Lomax says: “The systematization of the way in which the inclusion occurs in every part of your company and in every part of your skills from research to measurement is how you make (including practices) consistent.”
In this case, she says that the team’s regular thinking processes and “part of the work of the work they know is not easy, but it is how they make it a best practice.”
5. Use inclusiveness as a distinguishing feature, not as a contingent.
Many companies take into account inclusiveness in a checkbox fashion and follow wide trends.
For example, including pictures are the most popular investment in integrative marketing. However, only 36% contain an integrative language, which in my opinion represents a potential gap for the audience: they see themselves visually represented, but the news may not speak to them in the same way.
The opportunity here is to use inclusivity as a distinction that she really distinguishes and speaks to more people. For example, you can refine your branded voice to ensure that the language is inviting, gender -neutral and culturally respectful. This can be a big distinction when you do this, but it is not direct competitors.
You can also track the leading efforts to lead, publish findings, create transparency reports and demonstrate a real commitment beyond aesthetics.
The most important alignment strategies include:
- Development of integrative language guidelines to complement the visual representation,
- Make sure that messaging speaks authentically for different experiences,
- Consideration of the historical and cultural context in the combination of images and copies,
- Review of campaigns holistically to identify potential separations.
6. Don’t forget to center the communities that you want to reach.
“The first thing I think of when I think about authentic, inclusive marketing is, how can a brand that has not yet made direct connections to a community can establish these connections?” says Lomax. “Ultimately, I think authenticity (asks a question): Listen to the needs of the community and do you have a solution that can help you?”
If you want your efforts to resonance, the communities you want to reach must be of central importance for all measures you have taken. It is difficult to create content that really speak to you without sincerely understanding who you are and what is important to you.
Buyer personality research is a proven way to learn more about your customer, and Howard recommends talking to the communities you want to attract.
“Talk to this community. I think brands feel so much on a strategy. But I don’t think we have to find answers. Sometimes you can only ask this community:” What do you want? “, Says Howard,” go online. People will tell them what they want, especially in this current market that I love. “
Explure implementation strategies:
- Construction of ongoing relationships with various communities,
- Create feedback channels so that customers can share their thoughts.
- Community concerns when problems arise.
The future of integrative marketing
Almost 90% of the marketers believe that accessibility and inclusivity will be very important for the future of marketing. Regardless of the adoption rates, more than 90% of those surveyed are of the opinion that digital integration is important.
Most of the marketers also say that they have found a shift in consumer demand for integrative marketing, and I believe that this shift will lead to an increased introduction of integrative marketing in the future.
If you are a brand to increase your efforts, the experts I contain are a great starting point.
“I want (marketers) to pursue a very human approach to understand and ensure that the values that a brand has corresponds to the values that a community wants. If you are doing this every day, you don’t have to worry that you only occur with pride and rain washing,” says Lomax.
I fully agree with her: companies that go beyond surface levels and really embed them into their marketing DNA will stand out from the crowd, and different communities can recognize them as a brand that recognizes their experiences and meet their needs.
The most important chance through integrative marketing is to make inclination a strategic advantage, and not just a branding step. They rely on a wider audience base, build deeper connections and inspire loyalty.
So what will you do? And how will you count your integrative marketing in the future?
