The importance of consistency is perhaps one of the most established and uncontested principles of marketing. Be it the constant application of distinctive brand assets, or speaking with a singular voice, consistency is often cited as the cornerstone of success. Not only that, but inconsistency is so feared, that some companies even employ ‘Brand Guardians’ to police their output and protect against it.

It is perhaps surprising, then, that an increasing number of brands appear to be comfortable with behaving in an inconsistent way when it comes to DE&I - as evidenced by the Unstereotype Alliance’s ‘Creative Bravery Beyond the Backlash report’, which highlights the fear of backlash is placed pause on progressive advertising in 2024.

Virgin Atlantic actively bucks this trend. In September 2024 it became the only UK airline to offer British Sign Language (BSL) trained cabin crew. This was the latest action in a rolling program of activity designed to break down barriers to travel, including the removal of gendered uniform options and becoming the first airline to allow crew to have visible tattoos.

One of the reasons why Virgin Atlantic remains committed to its DE&I agenda is that there is clear evidence it has a positive impact on the brand. Brand equity research reveals that being perceived as a brand that takes purposeful action is one of the key drivers of the brand’s growth. In particular, being seen as a brand with ‘integrity’ - that boldly stands behind its principles - is key.

The development process of Virgin Atlantic’s most recent BSL proposition illustrates the brand’s consistent commitment to DE&I. In 2021, it noted the introduction of the BSL Bill to legally recognize BSL. Combined with Rose Ayling-Ellis winning Strictly and her silent dance winning the 2022 BAFTA 'Must-See Moment,' underscored public support for positive action for the deaf and hard of hearing." By early 2023 the BSL proposition had been developed and tested at scale with consumers, and across 2023 and 2024 the brand worked with members of the community and partners to train crew.

Executionally, the service was brought to life with consistency too, by maintaining the optimistic and celebratory tone that characterises the brands DE&I communications. Joining forces with Channel 4, Virgin Atlantic created an ‘ad special’, which begins by speaking directly and only to the deaf community, before inviting everyone in.

Virgin Atlantic is and always has been a brand that ‘Sees the world differently’. Perhaps that is why, rather than pulling back from DE&I, it consistently and actively ‘leans in’. Committing over the long term by building a pipeline of tangible meaningful, brand actions, and putting in place a measurement framework to quantify the impact for the communities concerned.

It also takes a different approach to feedback too. Rather than fearing any negative backlash against the activity they do, they are more concerned with the reputational damage that would come from inconsistent behaviour in this area - which might suggest previous actions were inauthentic virtue signalling and undoing any positive sentiment previously created.

Download Creativebrief’s Diversity Drives Creativity Report 2024