Huddle 2024: The Five Steps to Inclusive Planning

Inclusive planning has evolved from being a "nice-to-have" to a business imperative for brands. This was a key takeaway from Huddle 2024, where Mindshare’s Josie Ung was joined by Rich Miles, CEO and Founder of the Diversity Standards Collective (DSC), and Dom Hyams, Global Client Director at Purple Goat.  

As advertisers look to move beyond superficial inclusion and build meaningful connections with diverse audiences year-round, the panel shared five actionable steps for brands aiming to plan inclusively: 

Step One: Understand the business case for inclusive planning 

Josie opened the session by highlighting that while diversity, equity, and inclusion (DEI) has traditionally been seen as the "right thing to do," it should also be viewed as a business driver. 

Dom highlighted the importance of including disabled people in advertising, especially given that 25% of the UK population has some form of disability. 

The panel acknowledged that although many advertisers recognise the ethical and business case for inclusivity, they often lack knowledge about diverse audiences, their specific needs, and the potential return on investment (ROI). Data access remains a significant barrier, with many brands having limited or no data on key demographics, which hinders effective planning and engagement. 

The overarching message was clear: to create effective, impactful marketing, brands must invest in understanding diverse audiences and turning those insights into meaningful actions. 

Step Two: Community research 

A lack of data naturally led to a discussion on the importance of community research. 

Rich pointed out that traditional marketing often relied on empathetic creatives imagining consumer experiences. Now, the focus has shifted to directly involving communities to better understand their lived experiences, leading to richer insights and better campaigns. Dom stressed that including diverse communities from the outset allows brands to co-create strategies that resonate deeply and avoid missteps. Direct interactions, like surveys and panels, often reveal overlooked opportunities. Both Purple Goat and DSC leverage extensive panels of diverse identities to gather nuanced insights. 

Step Three: Balance community-based and broadcast media 

Community-specific platforms are essential for reaching diverse audiences, offering a space to build trust and authenticity through shared experiences and identities. 

However, Rich pointed out that these platforms represent only a fraction (10-20%) of people's media consumption. Therefore, they need to be complemented by broader media channels. People from diverse groups engage with content based on interests such as fashion or sports on mainstream platforms, and seeing their community represented in these spaces creates a deeper connection to the brand. Many audiences also cross-reference content on broader platforms with community-specific media, requiring consistency in messaging across channels. 

Dom highlighted that while social media platforms like Instagram and TikTok are important, some communities, such as people with disabilities, tend to over-index on Facebook. Here, creator-led content is particularly effective in establishing authenticity, as it leverages lived experiences that resonate with both niche and broader audiences. 

The panel advised brands to audit their representation across both broadcast and community-specific platforms to ensure inclusivity and identify any gaps. Representing diverse communities on mainstream platforms showcases inclusivity to a broader audience, enhancing overall brand equity. 

Step Four: Allyship year-round 

The panel discussed how many brands focus on representation during specific moments like Pride. However, this can result in performative actions that feel inauthentic. 

The key takeaway is that allyship requires a year-round commitment, not just during certain events. Rich argued that Pride should be a showcase of brands’ ongoing efforts, rather than a one-time chance to engage. 

While many brands hesitate to act for fear of getting it wrong, the panel suggested starting small: learning, educating teams, and improving inclusivity gradually. Dom stressed that brands should address fundamental inclusivity issues—like website accessibility, alt-text usage, and representative imagery—before launching major campaigns. 

Step Five: Be vulnerable 

Fear of backlash often holds brands back from delivering inclusive marketing. To overcome this fear, the panel recommended embracing small steps and being vulnerable. Brands should openly acknowledge where they are on their inclusivity journey—recognising imperfections while highlighting progress. 

Rich concluded by noting that fear of making mistakes often holds brands back, but the feeling of fear is very similar to excitement. By reframing fear as excitement about engaging with communities, brands can approach inclusivity more positively. After all, inclusive campaigns can be exciting and engaging, providing unique opportunities for brands to stand out and differentiate themselves. 

Mindshare DEI Opportunity Matrix  

Mindshare offers a DEI Opportunity Matrix, a tool that consolidates data from various sources to identify opportunities and translate DEI goals into practical strategies for both brands and communities.