Fear of getting things wrong, Intense time pressure and concern over staff wellbeing and mental health.

These are the three universal barriers stopping marketers from getting creatively brave, effective and inclusive work over the line according to a new report.

The Creative Bravery Beyond the Backlash guide features expert advice from industry leaders to practically equip brands and agencies in an increasingly polarised media ecosystem.

The digital guide is  designed to advance inclusive advertising practices. The guide has been created by members and allies of the UK Chapter in response to fears of backlash holding marketers back from producing diverse and inclusive advertising and media content.

Keith Weed CBE, Chair of the Unstereotype Alliance UK Chapter, said: “The biggest risk is not a backlash from a vocal minority, it is falling behind as a brand and becoming less relevant. As an industry we must not press pause on progress because of concerns and fear. Our hope is that this guide will help brands develop approaches to significantly reduce the risk of a backlash and continue on their journey to unstereotype.”

The guide launches on the back of new evidence from the Unstereotype Alliance in partnership with the Saïd Business School at the University of Oxford that demonstrates how inclusive advertising helps brands to grow and commercially prosper. Findings show brands with more inclusive advertising practices sell more (3.46% higher shorter-term sales and 16.26% higher longer-term sales) and are considered and trialled more (33% higher strong consideration, 62% higher likelihood of being a consumer’s first choice, and 8% higher incidence of being trialled). They also enjoy higher customer loyalty (23% lower chance of being abandoned after trial and 15% higher loyalty), are valued greater by consumers (54% higher pricing power), and have higher brand equity (8.3% more meaningful, 12.1% more different, and 9.4% higher salience).

Sara Denby, Head of the Unstereotype Alliance Secretariat at UN Women, added: “We know that inclusive advertising is not only the right thing to do for society, but the business case is now irrefutable.  It’s vital that advertisers feel equipped to deal with any potential backlash so they can embrace the full commercial benefits of an inclusive approach to content. Bringing together a multitude of experiences, perspectives and best practise, this guide will help navigate fears and unlock brand growth.” 

Avoiding a double backlash

The guide includes a 10-point guide to support marketers through a framework of advice and best-practice. Advice includes urging marketing leaders to avoid a ‘double backlash’ by holding true to brand values, embracing active listening and proving a genuine commitment to the communities they represent.

Creative Bravery Beyond the Backlash also recommends creating KPIs for staff and talent wellbeing. According to the guide, social media staff are a brand’s first line of defence in a backlash, but they are also the first to encounter abuse. Brands must take steps to protect their wellbeing with clear processes that ensure staff are well-supported. This duty of care should also extend to talent that appears in campaigns such as actors, influencers and celebrities.

Drawing on inspiration from campaigns that have successfully pushed boundaries when it comes to diversity and inclusion, the guide shares best practice and advice from industry leaders including: Keith Weed CBE, Chair, Unstereotype Alliance UK Chapter; Sara Denby, Head of the Unstereotype Alliance Secretariat at UN Women; Helen James, CEO of Forsman & Bodenfors London; Pip Heywood, Managing Director at Thortful; Fernando Desouches, Managing Director of New Macho at BBD Perfect Storm; Chloë Davies, Founder of It Takes A Village; Lauren Winter, Global Managing Director of Consumer Culture at FleishmanHillard; Marty Davies, Joint CEO of Outvertising and the founder of Smarty Pants Consultancy; and Ali Hanan, CEO of Creative Equals.

The guide also draws inspiration from award winning and effective campaigns which have successfully embraced inclusion such as Virgin Atlantic’s See The World Differently campaign from Lucky Generals.

The full version of the Creative Bravery Beyond the Backlash guide is available to Unstereotype Alliance members and allies. Non-members can also download a shorter version of the guide here.