Following years of gradual movement, the events of 2020 witnessed a sudden and dramatic shift in consumer expectations in terms of ethics, inclusivity and sustainability. 2020 was a ground zero event for brands. For brands to grow in the new world order, we believe they must be Inclusive Brands. An Inclusive Brand thinks as much about people and planet as they do profit.
Being an activist on race, refuges or same sex marriage may be right for Ben & Jerry’s, but
that doesn’t mean it’s right for you. We have developed new Inclusive Brand Archetypes to
help marketing teams develop brand behaviour that is right for them and their audience in
an inclusive world. The model updates the old archetype model, shifting from how brands
perceive themselves to what consumers need from an inclusive brand.