How to promote inclusion?
and be a more inclusive brand/entity
Here is the word of the week “inclusion”. I had often witnessed inclusion as something “extra” offered by brands as a differentiating value to competitors, rather than something natural. And today I realize that this discourse, in a world where we increasingly fight for equality, humanity and recognition, it no longer fits.
A while ago, I made a post on Instagram about inclusion, and here I will be addressing the subject by evolving a few points I enlighten in the post.
Accommodating realities
Inclusion isn’t some other “privilege” or benefit. It is — and should be normalized — as a reminder that differences, choices and needs are to be met to everyone who was/ have been underrepresented or stereotyped.
Diversity Is Useless Without Inclusivity
- Christine M. Riordan
Inclusion happens when we pop our bubble and seek further knowledge about what we don’t know. It also happens when we picture the other in our reality and how they are contemplated.
As an example, I bring Rihana’s Fenty Beauty who beautifully wrapped something as obvious as “everyone’s skin has a different colour” in a new product line. Though the price isn’t the most accessible to every budget, I like to point out its inclusiveness around the thought that “in such a diverse world, you can’t include everyone with just 3 foundation tones.”
As for a more classic picture, accommodating realities in, for example, a company means not only taking a broader look at other public but taking a careful look at employees and coworkers.
What are the company’s policies for maternal leave, and how has the company been treating working mothers? How do you prevent or accommodate someone who had a burnout? Is the company accommodating different work routines/habits, or is it more focused on imposing a “one fits it all” kinda work-style for everyone?
Reaching audiences with little or no contemplation.
Two fundamental problems that inclusion can solve are the recognition of previously underrepresented audiences and the fight against misinformation and stigma.
There is no better way of understanding one’s needs/struggle than asking for feedback, reaching out to the public and doing your research.
An example of a nicely done research is the message Mavero Apparel - a ‘black lady owned’ small brand — promotes with their intersectional feminism discourse mostly present on their t-shirts, cards, shopper bags and Instagram posts.
The brand also invites us to reflect on this side of feminism that is often not explored, and brings related discussions via its content, such as beauty standards and LGBTQIA+ misconceptions.
Another example is an ad that Gillette released in 2019, a short called ‘First Shave’, about the first shaving experience of a transsexual man with the support of his father.
Although the brand characterizes the act of shaving as something masculine, this ad opened a loophole to normalize this act by an audience that was, until then, omitted from the media, despite existing and making use of shaving products.
Banishing prejudice and discrimination
Prejudice and discrimination are the main ingredients for a closed mind.
Why is it so difficult to explain the importance of inclusion to someone who discriminates? Because besides social and cultural issues, there is the toxic bubble that surrounds them. Many never bothered to look beyond the privileged situation in which they grew up, or were not encouraged to discuss or think about it.
It’s important to understand that by promoting inclusion we’re not just harboring the idea and “inviting” underrepresented groups, but also promoting that idea to those who exclude, so that they too start thinking outside their bubble.
What you absolutely shouldn’t do
- Failing to understand a particular audience’s struggle
In other words, lack of proper research may conduct you to the path of assumptions, creating realities that don’t meet real needs or real people. Being a diverse company but lacking inclusivity.
A fairly good (or should I say, bad) example is the case of the German brand Pinky Gloves, created by two male entrepreneurs who didn’t ask anyone’s opinion on a female product, yet decided to launch them. The pink gloves would serve to solve a problem that never really existed in making it “easier and more discreet” to dispose of tampons and pads during period.
The good news is that, after much criticism, Eugen Raimkulow and Andre Ritterswürden decided to end the product launch.
2. Partnering with illegitimate entities
Just as research or testing of materials or products is done prior to launch, we must pay attention to who we are collaborating with to promote sustainable and inclusive values.
It doesn’t seem genuine to partner with those who, behind the scenes, advocate otherwise. Being transparent also means that you will seek to maintain alliances with entities that also seek to be that way.
A clear example is the — previously contemplated — fast fashion brand Shein.
Shein is known for beating big retail names like Zara with low-cost fashion items that are often featured by digital influencers.
The chain offers a plus size line. But, as it is a fast fashion chain that focuses heavily on quantity, there is the problem of clothes often not fitting well in the first try or not being of good quality. Though it, in once side, advocates for a certain public, it doesn’t really solve the problem.
Not to mention that Shein’s production line is not the most transparent, and they have been framed countless times for violating working conditions policies — and they have never actually openly commented on it.
On top of that, the network recently decided to “embrace” an environmentally friendly attitude, last April. They simply launched a TikTok challenge to promote animal welfare and were willing to donate $300,000 to related charities. The challenge consisted in inviting their audience to post photos of themselves using their animal filters and wearing pieces from their newest collection: Wild Hearts.
For a brand that has been dubbed “the future of fast fashion,” Shein’s donation and TikTok awareness campaign do little to make up for the damages incurred from its core business. — The Jing Take
Just as sustainability, inclusion shouldn’t be treated as a trend or short term strategy. In the long run, more brands are expected to become more genuine about inclusion — or so we hope.
