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Inclusion is good for business, Lameya Chaudhury shares how businesses can drive inclusive metrics up
A clean inbox on a Monday morning. A creative with their timesheets done. A news bulletin that doesn’t include AI. All rare finds. Just like, until now, the undeniable proof that social impact and inclusive ad campaigns don’t just feel good—they drive real profits.
But that’s all changed, thanks to the Unstereotyped Alliance’s latest report The Business Case for Inclusive Advertising. The data is crystal clear: social impact isn’t a ‘nice to have’—it’s a must have if you want to boost the bottom line.
This study is a game changer. It proves that inclusive advertising doesn’t just tick the moral box—it’s a business weapon.
Brands that embrace inclusion see a 16.26% boost in long-term sales, a 3.46% lift in short-term sales, 54% more pricing power, 15% higher customer loyalty, and a 33% better chance of being the first choice for consumers.
The evidence is clear: inclusion = income. Brands that don’t adapt risk falling behind as consumers increasingly gravitate toward those that authentically represent diverse and underrepresented communities. Authenticity isn’t just a value anymore—it’s currency, and consumers are spending wisely.
First rule, and it’s golden: inclusivity shouldn’t be an afterthought—it’s the starting point.
Lameya Chaudhury, Head of Social Impact at Lucky Generals
While the report gives brands plenty of tools to level up; for agencies the road map is less clear. So, how do we make sure we’re leading the charge in creating work that drives social impact and delivers business results?
First rule, and it’s golden: inclusivity shouldn’t be an afterthought—it’s the starting point.
Second rule, remember that accessiblity doesnt just mean race. Outside the Paralympic halo every four years, accesilbity is often forgotten. So these are some actionable considerations to make sure that agencies are covering that element as well.
Here are a few more:
Once you’ve mapped out your ad, watch it with your eyes closed and question every decision. Then do the same with noise-cancelling headphones.
Let’s use this as a springboard to show our clients that inclusive advertising isn’t just a passing trend—it’s a critical strategy for sustained success.
Lameya (La-mee-ya) has been working with global brands for over a decade now, helping them connect social impact to their business and create meaningful change. Her client list includes Team GB, the British Army, Google, Aldi, Disney, Sport England, Amazon, Premier League, and Public Health England. She originally cut her teeth with a master's in Human Rights and International Law and was en route to becoming a barrister before realising it was possible to make a difference and be creative. She jumped ship to work in government at the British Council. Her following stints include working agency-side at EdComs and then global tech giant Blackbaud as their Head of Marketing and Communications before joining Lucky Generals in 2023. Lameya is committed to diversity and inclusion, taking part in PR Week's first BMEPRpros scheme, and is a trustee at the Lyric Hammersmith Theatre, supporting their work in getting young people into the arts.
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