Today is Blue Monday, officially the most depressing day of the year. It’s cold, it’s dark, and if you’re anything like me, you probably haven’t quite kicked the Christmas slump. To make matters worse, if like me you’re working hard to see more inclusivity in our industry, Blue Monday 2025 risks feeling particularly bleak.

First, there’s that bitter taste left behind after the pre-Christmas trolling of Jaguar and a member of its senior team for its ‘woke’ ad. Legitimate online critiquing, which quickly morphed into a full-on hate campaign in some corners of the internet, dripping with homophobia.

Then there are the rollbacks on diversity, equity and inclusion (DEI) initiatives recently announced at several high-profile companies, including McDonald’s, Amazon and Walmart, all of which have cited ‘shifting priorities’.

And finally, we have Zuckerberg’s unsettling rhetoric about Meta, specifically (and business in general’s) need for more “masculine energy” (Note to Zuck: I presume you’re aware more women use Facebook, Instagram, and WhatsApp than men. I for one would love to see a bit more feminine energy, thank you.)

So yes, one might reasonably be tempted to feel discouraged – after all, shifts in corporate culture can and do influence brand strategy. And the shifts we’re seeing now are certainly worrying. But here’s the thing: I’m a relentlessly positive soul – and I believe there are plenty of reasons to remain optimistic about the future of inclusive marketing.

Despite recent headlines, a quiet revolution is taking place across our industry – an industry that wields unparalleled influence in shaping public perception, consumer behaviour, and cultural norms. Here’s why the outlook for inclusive marketing in 2025 is brighter than we might currently dare to think.

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1. A business case that only grows stronger

Let’s start by talking numbers. The business case for diversity in marketing was never clearer: inclusive campaigns consistently outperform their less inclusive counterparts. Just look at last year’s research conducted by the Unstereotype Alliance in partnership with Oxford University’s Saïd Business School – research that I regularly tout simply because it’s so robust, and its findings so thrilling. The study – based on analysis of 392 brands across 58 countries – found that progressive advertising drives a sales uplift of over 16% compared to less progressive content, and it positively impacts consumer loyalty and brand pricing power.

Yes, some companies are deprioritising diversity in workplace cultures, and by doing so are at risk of alienating consumers who value inclusivity and authenticity in their brand choices. But, on the flip side, there are others that are doubling down on DEI commitments.

Look at Sephora – from signing up to the 15% pledge to ensure its shelf space has diverse brands in stock, to its partnership with TikTok to help beauty marketers make more inclusive branded content, the brand continues to show how DEI can transform a company culture – and bottom line. When others zig, those that dare to zag carve out the path where opportunity thrives – so let’s hear it for Sephora’s well-deserved 25% increase in year-on-year revenue.

2. From tokenism to authenticity

Remember when inclusive marketing meant sticking a few diverse faces into an ad campaign and calling it a day? Admittedly, those times may not be fully behind us yet but in 2025, we’ll see increasingly nuanced approaches to inclusivity as brands dig deeper into what it means to truly represent diverse communities.

Take Vanish’s second installment in its award-winning ‘Me, My Autism and I’ campaign – this time around based on the insight that 70% of people think their lives would improve if people understood why clothes matter to them.

With growing societal emphasis on equity and democratisation, it’s refreshing to see some brands in previously more niche spaces now targeting broader audiences.

Katy Lomax, brand and customer experience director at Zizzi, and mother to a neurodivergent daughter tells me: “It’s a detail that might seem small to some but is so relatable to many in the autism community. For my daughter, clothing isn’t just about style; it’s about comfort, sensory regulation, and feeling safe. What I loved most is that Vanish isn’t just selling a product here — it’s advocating for diversity and inclusivity. It’s rare to see marketing that feels this genuine, and it left me with a real respect for how it approached such a sensitive topic.”

Creators, influencers, and communities are playing increasingly important roles when it comes to delivering authentically inclusive campaigns in ways that traditional ads can often miss. “Brands need to understand real experiences so their products and marketing can be genuinely appealing and relatable,” continues Lomax, citing Nike’s 2024 ‘FlyEase’ campaign as a great example. “By teaming up with adaptive athletes to co-create a product designed for their needs, versus simply marketing to them, Nike made something that felt real, carried impact and solved real challenges – all the while celebrating the athletes’ stories – it was just fantastic.”

3. Inclusivity beyond representation

With growing societal emphasis on equity and democratisation, it’s refreshing to see some brands in previously more niche spaces now targeting broader audiences, empowering individuals who traditionally have felt excluded. Yes, there’s self-interest – it’s an approach that expands market reach of course – but you can’t deny these brands are helping to shape a cultural narrative of unity and shared humanity.

Challenger brands in the finance category in particular have thrived by targeting less traditional audiences, with Monzo’s ‘Money Never Felt Like Monzo’ campaign last year one outstanding example.

“I just loved the campaign,” says Abba Newbery, CMO at Insignis Cash. “Using honesty about people’s relationship with money to drive inclusivity. It breaks the mould of financial services campaigns, attracting people who were previously disengaged, and follows the ‘honesty is the best policy’ approach that we set back when I was at Habito, in our ‘Hell or Habito’ campaign.”

And how many of us loved JD Sports’ fresh take on traditional family structures in its festive spot last month – a campaign that shines a light on the evolving meaning of family in today’s world, celebrating it in its most expansive and inclusive form. Credit where credit’s due: for me, the campaign marked a line in the sand culturally – taking us as it does into a new realm of what inclusive marketing can look and feel like.

4. Technology as a powerful ally

AI and machine learning are often painted as villains when it comes to bias. But when used correctly, technology can be a powerful ally in creating more inclusive marketing. In 2025, we’ll see more brands leverage AI to audit their campaigns for bias and ensure their messaging resonates with diverse audiences.

For example, late last year the Female Quotient, a group that promotes gender equality in the workplace, and tech platform XR Extreme Reach launched their ‘Representation Index’. The product aims to give brands scores to reflect how inclusive their ads are, analysing elements such as age, body type, skin tone, gender expression and accessibility. In 2025 the index will add another factor to its calculations by taking into account how reflected various groups are in positions of authority.

The momentum for inclusive marketing isn’t slowing down. It’s accelerating.

We’re also seeing real advancements in accessibility with brands increasingly adopting inclusive design principles in their digital marketing – from alt text for images to optimised colour contrasts and through to Camel Case as default for hashtags. 2025 should see the industry move well and truly beyond inclusive marketing being just about visuals and into a world where we’re better at creating an inclusive experience for all.

4. The next generation of marketers is leading the charge

Finally, let’s talk about the people behind the campaigns. There’s a new generation of marketers emerging that’s more socially conscious, and values-driven than ever before. It also really cheers me to see marketers increasingly embracing a culture of openness that values learning and collaboration across traditional boundaries.

From silos to synergies, today’s CMOs are ever more inclined to look outward, drawing inspiration from similar industries and even direct competitors. It’s a mindset that reflects a shift from protecting proprietary practices to fostering innovation while contributing to positive social change. Newbery agrees: “I am a big fan of thinking about “adjacencies” – different markets that your own market can learn from. The same applies to target audiences. I love the Huel pivot to understand that their big growth audience was actually shift workers who work odd hours and need flexible meal solutions rather than just busy office workers/gym junkies.”

Time to lead, not retreat

Yes, the rollbacks on DEI initiatives are concerning. Yes, the rhetoric about ‘masculine energy’ feels like a step backward. Yes, ‘woke’ continues to be a criticism levelled at some inclusive marketers and their campaigns. But here’s the reality: the momentum for inclusive marketing isn’t slowing down. It’s accelerating.

Brands that understand the importance of inclusivity – and act on it – are already reaping the rewards. Those that don’t? Well, they risk being left behind. The future of marketing is inclusive, not because it’s current, but because it’s necessary.
So on this Blue Monday, let’s focus on the reasons to be cheerful. The road to inclusivity may be long, but the journey is well underway. And if we keep pushing forward, the future looks brighter than ever.