Ellie England, Sales Director, Microsoft Advertising. Ellie walks through the benefits of inclusive marketing in relation to innovation, removing barriers and how it can be used to help marketing activities resonate with target audiences.

1. Inclusive Marketing:
Optimising life and business
Ellie England
Sales Director
MicrosoftAdvertising

2. Personality Inherent Cultural Organizational Behavioral
Race Gender
Ethnicity
Age/Generation
Sexual Orientation
Gender identity
Gender expression
Physical/mental ability
Appearance
Language/accent
Socioeconomic status
Partner status
Marital status
How we make conclusions
Military/veteran status
Religious
Parental status
Educational
Nationality
Location
Industry
Job function
Markets
Business/division
Manager/
Individual Contributor
Geographic location
Tenure
Position
How we communicate
What we focus on
Task / relationship
How we see ourselves
Group / individual
How we process information
The mental model we use
How much we try to control
How we engage people
How we organize power
How we see time

3. in the world
£ 20 trillion
Female buying power
People in
the world living
with a disability
1 BillionHalf+
55% of London is
multicultural today
By 2055 a third of
England will be as well
1. (Walmart’s Way to Equality in Marketing: our People, Partners, and Programs, Nov 7, 2017 ANA)2. “Summary: World Report on Disability,” World Health Organization, 2011. 3.
https://www.fona.com/purchasing-power-women/ 4. https://www.gaystarnews.com/article/global-lgbt-spending-power-estimated-to-be-3-7trillion/#gs.d7pp1ug. UK VERSION Source:
policyexchange.org.uk
in the world
£ 2.4 trillion
LGBTQ buying power55

4. the rate of all other new
businesses
Twice
The number of Women
owned businesses has
increased at
Three times more likely
Immigrants
100%
Increase in Black
Africans in the UK in
10 short years
less likely to be
employed in the UK
if you have a
disability
You’re 28%
are to be
entrepreneurial than
British born
https://www.telegraph.co.uk/business/2016/05/11/immigrants-far-more-likely-to-be-entrepreneurial-than-british-bo/ https://www.thebalancecareers.com/trends-and-statistics-for-women-in-business-3515943 Source:
policyexchange.org.uk https://ec.europa.eu/eurostat/statistics-explained/index.php/Disability_statistics

5. Inclusive culture drives innovation
Inclusive products remove barriers
Inclusive marketing resonates

6. 3x higher employee
engagement
1
2x higher
intent to stay1
3x higher levels
of innovation2
along with better decision making
Companies with inclusive cultures that value diversity report:
1. Tulshyan, Ruchika. "Racial Diverse Companies Outperform Industry Norms by 35%, Forbes, January 30, 2015. 2. Larson, Erik. "Diversity + Inclusion = Better Decision Making at Work," Forbes, September 21, 2017.

7. Ways to kickstart
an inclusive culture
Deliberately include so you don’t
accidently exclude
Surround yourself with diversity
Seek diverse points of view
Work with partners

8. XBox
Deliberate curiosity
drives empathy,
insight, and
innovation

10. Xbox Adaptive Controller

13. Inclusive Marketing is products, services, or experiences
that reach people in ways that deeply resonate and after,
remain an indelible experience that fuels long term
loyalty and growth.
Inclusive Marketing may highlight or solve for an aspect
of diversity where exclusion exists.
This is at the heart of Inclusive Marketing.
Larson, Erik. "Diversity + Inclusion = Better Decision Making at Work," Forbes, September 21, 2017.

14. Fenty Beauty
Recognise
exclusions and
innovate

15. Sources: Inc, Vogue, Instagram, YouTube, Fenty Beauty
Fenty Beauty offered 40 foundation ranges
for consumers of all skin tones.
Increased to 50 shades today.
Foundation is one of those
areas in the beauty industry
that has a big void for women
at extreme ends of the shade
spectrum.
Rihanna, Founder of Fenty Beauty
“
”

16. “Some are finding their shade of foundation for the
first time, getting emotional at the counter. That's
something I will never get over.“
- Rihanna, Founder of Fenty Beauty

17. 18
Sources: Inc, Vogue, Instagram, YouTube, Fenty Beauty
Spurring share
worthy content
and outlet for
authentic voice of
the customer

18. Fenty Beauty – recognised exclusions to innovate
€68MIn earned media value
in the first month.
132MViews on Fenty Beauty
YouTube related content

19. €89M
In the first 40 days of launching Fenty Beauty, how
much revenue was generated?

20. €446M
In the YEAR of launching Fenty Beauty, how much
revenue was generated?

21. Why did Fenty Beauty work?
No one excluded, foundation for all
Voice of the customer content
Inclusive product
drives customer engagement
Celebrity endorsement that
is authentic

23. Quiet hours every Saturday 9am-
10am at 493 Morrisons stores
across United Kingdom
Of Morrison shoppers had a
friend of family member on the
spectrum
People on the spectrum in the UK
avoid shopping completely
20
%
64
%
Parents will be more relaxed knowing there will be people
there that understand and won't judge them, this will
help reduce anxiety levels for everyone.
Charlotte King, Morrisons Customer Engagement Lead
“
”
Sources: BBC, Reuters, National Autistic Society, Morrisons

24. Inclusive Marketing, the modern
marketer’s next frontier
The most progressive ads are
more likely to be effective
of millennials say they'd choose an
inclusive brand over a competitor
who offer similar product
of millennials and Gen Z will
choose one brand over another if it
demonstrates diversity in its
promotions
70
%
25
%
47
%
of millennials say they’d switch
to a brand that is associated with
a good cause
91%

26. Our 5 key principles to successful
Inclusive Marketing
Make the synergy between brand and cause obvious and
a natural extension of the brand’s mission.
Deep and detailed customer research: formal research and authentic
employee experience.
Demonstrate authenticity.
When you design for one you design for all that is not
limited to products but also campaign strategy.
NATURAL SYNERGY
DEEP CUSTOMER KNOWLEDGE
LEAD BY EXAMPLE
DESIGN FOR ALL
What part of your brand can serve as a higher purpose?
Make it a brand attribute
BENEVOLENT BRAND ATTRIBUTE

27. #bingads | Inclusive Culture Optimizes Business and Life
….optimises life and business
Inclusive Inclusive Inclusive
Culture Product Marketing

28. #bingads | Inclusive Culture Optimizes Business and Life
Our collective future is based on
an inclusive today.