Agency New Business
Why Generative AI Is Changing RFP Strategies
Generative AI is shaking up everything from creative development to media planning, so it was only a matter of time...
In 2025, the advertising industry is experiencing a significant transformation in its approach to diversity, equity, and inclusion (DEI). While some brands are scaling back their DEI efforts due to political and economic pressures, others are steadfastly advancing inclusivity in their advertising strategies.
The current DEI landscape in advertising
Recent political developments have profoundly impacted corporate DEI programs. President Donald Trump’s executive order titled “Ending Radical and Wasteful Government DEI Programs and Preferencing” has led to a reevaluation of such initiatives across various sectors. Major corporations like PepsiCo, Disney, Google, Meta, Amazon, and Target have either scaled back or dismantled their DEI efforts. Specific actions include ending DEI hiring goals, removing mentions of DEI from policy documents, and halting programs that focused on supporting underrepresented communities.
This trend has generated both compliance responses and criticism from various stakeholders who highlight potential adverse effects on workplace diversity and inclusion.
Brands championing diversity in advertising
Despite the prevailing headwinds, several brands continue to prioritize diversity in their advertising strategies:
-
Nike: In an effort to reclaim its market dominance, Nike invested in a Super Bowl ad featuring prominent female athletes like Caitlin Clark and rapper Doechii. The 60-second spot showcases women excelling in sports and addresses societal limitations placed on female athletes, reinforcing the message of overcoming obstacles.
-
E.L.F. Beauty: This cosmetics brand has actively supported underrepresented women’s sports, including sponsoring the Wonder Women of Wrestling Varsity Tournament. E.L.F.’s approach to DEI is integral to its business model, contributing to 23 consecutive quarters of growth in net sales and market share.
-
Fenty Beauty: Founded by Rihanna, Fenty Beauty has been lauded for its inclusive marketing campaigns that feature a diverse range of models across different ethnicities and genders. The brand’s commitment to representation has set a new standard in the beauty industry.
-
Vanish: The cleaning brand launched the “Me, My Autism and I” campaign, co-created with individuals on the autism spectrum, to authentically represent neurodiverse communities in their advertising. This initiative highlights the brand’s dedication to inclusivity beyond traditional demographics.
The business imperative for inclusive advertising
Inclusive marketing is not just a moral imperative but also a business one. Studies have shown that 64% of consumers took action after seeing an ad they considered diverse or inclusive. Moreover, 59% of consumers are more loyal to brands that stand for diversity and inclusion in their online advertising. Brands that authentically engage with diverse communities and reflect this in their advertising are likely to foster deeper connections with consumers, leading to increased loyalty and market share.
While the current political and economic climate presents challenges to DEI initiatives, forward-thinking brands recognize the value of diversity in advertising. By authentically embracing inclusivity, these companies not only contribute positively to society but also position themselves for sustained business success in an increasingly diverse marketplace.