In recent months, several high-profile brands have scaled back their diversity and inclusion (D&I)
programmes, sparking industry-wide debate. Meta, McDonald’s, Walmart, Ford, and Lowe’s are
among those reducing their commitments, with some facing pressure from far-right groups. However,
diversity in media remains essential—not just ethically, but as a driver of brand success.
The importance of D&I in media
Diversity and inclusion have been central to media discussions, particularly as brands recognise the
need to reflect society’s varied identities. Many brands have demonstrated the power of diversitydriven storytelling. Nike, for example, consistently champions inclusivity in its marketing by featuring
athletes from different racial backgrounds, gender identities, and abilities. Their ‘You Can't Stop Us’
campaign celebrated unity in sports through diverse representation, reinforcing the impact of
inclusive media. Similarly, Dove’s ‘Real Beauty’ campaign challenged unrealistic beauty standards,
ensuring broader representation in advertising. These brands highlight why D&I is not just a trend but
a crucial element of authentic and effective marketing.
The business case for diversity
Beyond representation in media, diverse workplaces have been proven to drive long-term business
success. According to the Human Rights Campaign (HRC), workplace inclusion policies help attract
and retain top talent and are ‘directly tied to long-term business growth’ (BBC). Employees
increasingly expect their workplaces to reflect their values, and businesses that foster inclusive
environments tend to see higher job satisfaction, lower turnover rates, and stronger innovation. A
prime example of D&I success is Microsoft, recognised for embedding inclusivity into its workplace and
products. The company prioritises diverse hiring and leadership while ensuring accessibility in
technology. The Xbox Adaptive Controller exemplifies this commitment, making gaming more inclusive
for players with disabilities. By aligning its values with its business strategy, Microsoft demonstrates
how diversity fuels both corporate success and meaningful impact.
Impact on advertising and media
Decisions to scale back D&I programmes could have lasting consequences. As consumers increasingly
favour brands that demonstrate social responsibility, companies that deprioritise inclusivity risk losing
relevance. Ben & Jerry’s, for instance, has woven activism into its brand identity, advocating for racial
justice and LGBTQ+ rights—an approach that has strengthened its consumer connection. Indeed, the
brand’s founders, Ben Cohen and Jerry Greenfield, have openly flouted a buyback if they feel the
brand strays too far from its original values. For brands, staying ahead means recognising the value of
diverse representation. Inclusive media isn’t just about ethics—it’s about maintaining a competitive
edge in a market where audiences demand authenticity.
Despite the scaling back of D&I programs by certain brands, diversity and inclusion remain vital in
media. The future of advertising and media hinges on the ability to reflect the diversity of the
audiences it serves. Companies that continue championing inclusivity will maintain their relevance,
foster brand loyalty, and drive meaningful change.
