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All in with

All in with




 * TEAMS
   
    * Overview
    * Building inclusive teams
    * Growing your knowledge
    * Inclusive marketing panel


 * STRATEGY
   
    * Overview
    * Understand your audience
    * Develop your plan
    * Build your brief


 * CREATIVE
   
    * Overview
    * Pre-production
    * production
    * Post-production
    * Inclusive event design


 * ACCOUNTABILITY
   
    * Overview
    * Creative audits
    * Partner surveys


 * AUDIENCES
   
    * Overview
    * Age
    * Asian Americans
    * Black people
    * Indigenous people
    * Latinos / Latinx
    * LGBTQ+ people
    * Disabled people
    * Plus-size people
    * Socioeconomic status
    * Trans / Gender expansive
    * U.S. Veterans
    * Women


All in with
Teams
Strategy
Creative
Accountability
Audiences
 * Teams
 * Strategy
 * Creative
 * Accountability
 * Audiences

 * Overview
 * Building inclusive teams
 * Growing your knowledge
 * Inclusive marketing panel

 * Overview
 * Understand your audience
 * Develop your plan
 * Build your brief

 * Overview
 * Pre-production
 * production
 * Post-production
 * Inclusive event design

 * Overview
 * Creative audits
 * Partner surveys

 * Overview
 * Age
 * Asian Americans
 * Black people
 * Indigenous people
 * Latinos / Latinx
 * LGBTQ+ people
 * Disabled people
 * Plus-size people
 * Socioeconomic status
 * Trans / Gender expansive
 * U.S. Veterans
 * Women

 * Teams
   * Overview
   * Building inclusive teams
   * Growing your knowledge
   * Inclusive marketing panel
 * Strategy
   * Overview
   * Understand your audience
   * Develop your plan
   * Build your brief
 * Creative
   * Overview
   * Pre-production
   * production
   * Post-production
   * Inclusive event design
 * Accountability
   * Overview
   * Creative audits
   * Partner surveys
 * Audiences
   * Overview
   * Age
   * Asian Americans
   * Black people
   * Indigenous people
   * Latinos / Latinx
   * LGBTQ+ people
   * Disabled people
   * Plus-size people
   * Socioeconomic status
   * Trans / Gender expansive
   * U.S. Veterans
   * Women




TOOLS FOR INCLUSIVE MARKETING, BY GOOGLE

Tools for inclusive marketing, by Google
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 * Benefits
 * Best Practices
 * Audiences
 * Perspectives

 * Benefits
 * Best Practices
 * Audiences
 * Perspectives

Practicing inclusive marketing has measurable and meaningful benefits.
83%
higher consumer preference(1)
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Brands with the highest diversity scores in their ads experience 83% higher
consumer preference(1). By 2030(2), 20% of consumers will identify as people of
color or LGBTQ+ and account for 27% of all income — making this critical for
future growth.
 1. Study: Diversity in ads correlates to gains in revenue, brand perception,
    October 2019
 2. PEW Research Center: Early Benchmarks Show ‘Post-Millennials’ on Track to Be
    Most Diverse, BestEducated Generation Yet, November 2018


6x
increased purchase intent(3)
(Opens in a Dialog Window)
Consumers are 6x more likely to purchase a product or service if an ad is
perceived as inclusive. An ad that is perceived as inclusive is also 63% more
likely to be shared(3).
 3. Source: Google research, Inclusive Advertising, field work completed in
    2023. N=7500


60%
of ad impact can be boosted by diversity(3)
(Opens in a Dialog Window)
62% of Black, Latino/x and Native Americans are much more likely to purchase if
their race/ethnicity is featured. And, 63% of consumers said that ads with their
primary language increases likelihood of purchase(3).
 3. Source: Google research, Inclusive Advertising, field work completed in
    2023. N=7500




EXPAND YOUR INCLUSIVE MARKETING BEST PRACTICES

Find helpful information to strengthen your inclusive marketing practice.




BUILDING AN INCLUSIVE MARKETING PROGRAM

Guide the team and create shared standards.


Building inclusive teams
Provide learning opportunities for your team
Create an inclusive marketing panel
Hold your team accountable
Hold your team accountable
Building inclusive teams
Provide learning opportunities for your team
Create an inclusive marketing panel
Hold your team accountable
Building inclusive teams



CREATING AN INCLUSIVE CAMPAIGN

Craft authentic work that resonates.


Develop your inclusive marketing plan
Build an inclusive brief
Build inclusion into the creative
Build inclusion into the creative
Develop your inclusive marketing plan
Build an inclusive brief
Build inclusion into the creative
Develop your inclusive marketing plan



BUILDING INCLUSION INTO YOUR RESEARCH

Design research that helps you truly understand your audiences.


Collaborate with an inclusive marketing panel
Establish expectations around diversity in user research
Avoid stereotypes in your research
Testing creative with your audience
Testing creative with your audience
Collaborate with an inclusive marketing panel
Establish expectations around diversity in user research
Avoid stereotypes in your research
Testing creative with your audience
Collaborate with an inclusive marketing panel



AUDIENCES



Represent overlooked audiences authentically and break through.

Age
Asian Americans
Black people
Disabled people
Indigenous people
Latinos / Latinx people
LGBTQ+ people
Plus-Size people
Socioeconomic status
Trans / Gender Expansive people
U.S. Veterans
Women

Audience insights built in partnership with:




PERSPECTIVES



“Our commitment to ending harmful stereotypes, portraying underrepresented
communities and addressing inequality in advertising is not only our
responsibility, it’s also our motivation and guiding principle.”

Lorraine Twohill
Chief Marketing Officer at Google



Lorraine Twohill on nine ways we’re changing our habits
THINKWITHGOOGLE.COM



"We are at a pivotal moment for AI and society – to get it right we must ensure
that everyone’s voices are part of shaping how we approach AI and that everyone
has the opportunity to share in the benefits."

James Manyika
Senior Vice President, Research, Technology & Society at Google


Listen to the Modern Marketers Podcast by Think with Google To stand out in the
Shorts feed, make ads that blend in L’Oréal CDMO Asmita Dubey reveals why
bringing together technology and creativity is a thing of beauty


“I care deeply that the technologies and tools we make are empowering, and
enable both creatives and broader society to thrive. Through conversations and
working responsibly together with artists … I’m excited about how AI might open
up new modalities, and the inspiring possibilities to come for creative
expression.”

Mira Lane
Senior Director, Technology & Society at Google


How an AI experiment put Pixel fans in the driver’s seat AI for marketing: from
hype to how Advertising is still a force for LGBTQ+ equity. Here’s why


“Through active exploration and experimentation with AI, we can discover more
concrete ways of thinking about the guardrails we want to uphold and the
benefits to creative professionals they unlock.”

Billy Corbyn
Head of Global Creative Works at Google


A new era of creativity: Insights from leaders in AI We used AI to analyze over
8,000 top ads. Here’s what we learned Understand customer mindsets to make every
holiday connection count


“Our commitment to ending harmful stereotypes, portraying underrepresented
communities and addressing inequality in advertising is not only our
responsibility, it’s also our motivation and guiding principle.”

Lorraine Twohill
Chief Marketing Officer at Google



Lorraine Twohill on nine ways we’re changing our habits
THINKWITHGOOGLE.COM



"We are at a pivotal moment for AI and society – to get it right we must ensure
that everyone’s voices are part of shaping how we approach AI and that everyone
has the opportunity to share in the benefits."

James Manyika
Senior Vice President, Research, Technology & Society at Google


Listen to the Modern Marketers Podcast by Think with Google To stand out in the
Shorts feed, make ads that blend in L’Oréal CDMO Asmita Dubey reveals why
bringing together technology and creativity is a thing of beauty



SITE REVIEWED AND ENDORSED BY:




FOOTER LINKS


TEAMS

 * Overview
 * Building inclusive teams
 * Growing your knowledge
 * Inclusive marketing panel


STRATEGY

 * Overview
 * Understand your audience
 * Develop your plan
 * Build your brief


CREATIVE

 * Overview
 * Pre-production
 * Production
 * Post-production
 * Inclusive event design


ACCOUNTABILITY

 * Overview
 * Creative audits
 * Partner surveys


AUDIENCES

 * Overview
 * Age
 * Asian Americans
 * Black people
 * Indigenous people
 * Latinos / Latinx
 * LGBTQ+ people
 * Disabled people
 * Plus-size people
 * Socioeconomic status
 * Trans / Gender expansive
 * U.S. Veterans
 * Women


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