Brand Marketing Trend: Inclusion

I’m noticing that brands are really trying to dial in to their customers and are crafting messages that subtly speak to them.  I say subtly because most are doing it in ways that are not bold enough to alienate or piss off customers (at least in some cases).  I’m seeing it more with the visuals that are presented along with their sales pitches.  The demographics of the actors in commercials and visual graphics; the make-up of a family unit; the ages, shapes and sizes of characters being used to promote the brand…even the language used.

The message is inclusion.  Brands are trying to say, “yes, we serve everyone; including you.”  However, it seems to be a very fine and tricky line to navigate.  Marketing to the masses and including everyone within that mass, is difficult to do without alienating large groups that may not like the inclusive message.  An example of this would be the Coca Cola Superbowl ad that featured Americans singing “America the Beautiful” in different languages that were a part of their culture.  A large number of people were upset to hear the song sung and featured in languages other than English.  It was a topic of debate on the local news in Atlanta for a few days and at the end of the day, was utterly ridiculous.  Coke’s message was inclusion and a celebration of the melting pot of cultures that is America.  In this case, it was viewed as bold and pissed off many.

Cheerios faced some wrath about a year ago with a commercial that featured a bi-racial family.  Again, inclusion; Cheerios created a visual that did not just speak to one group of people.  They were also acknowledging that families do not all have the same make-up.  The new Chevrolet Cruze commercial, points out that it’s a “new world” and that we are not all so different after all.  I think brands’ realize that consumers no longer seem to fall into just one bracket set of interests and demographics.  Their customers fall across a range and to better reach them; the advertising has to be more inclusive.

Have you noticed more of a trend for inclusion in advertising?

 

Coke Superbowl Ad

http://youtu.be/443Vy3I0gJs

 

Cheerios’ Ad

http://youtu.be/kYofm5d5Xdw

 

Chevrolet’s Ad