By Skylar North

In today’s world, Diversity, Equity, and Inclusion are all critical components of an ethical and successful brand. Companies that embrace DEI through their advertisements, campaigns, and branding see an increase in engagement and connection with their audiences. Today, I will be sharing three brands that have successfully incorporated DEI into their marketing and what we can learn from them.  

Apple 

In 2022, Apple launched their campaign called “The Greatest”. The campaign focuses on inclusivity, showing how the company’s technology empowers individuals with disabilities. Apple’s accessibility features such as Voiceover, Assistive Touch, and Sound Recognition are highlighted in this campaign, showing viewers how real users can navigate through life with the help of technology. By using real people in their marketing and centering around people with disabilities, Apple empowers users and emphasizes the company’s dedication to inclusion.  

Sephora 

Sephora recently released a documentary on YouTube titled “Beauty & Belonging,” highlighting conversations with 75 employees and beauty brand owners that shared their different perspectives on beauty. The 36-minute film dives into the importance of giving voices to everyone to share different backgrounds and perspectives in the beauty world. Sephora has also previously released other documentaries highlighting the beauty of diversity, including “Sephora Stands” and “We Belong to Something Beautiful.” 

Fenty Beauty 

Fenty Beauty, founded by Rihanna, has a strong commitment to diversity and inclusion that is shown through their marketing. The brand was expanding their number of foundation shades to 50 with a determination to represent all skin tones. Many other top-beauty brands have failed to accomplish this – many having only a few shades and underserving people of color. Fenty beauty continues to prioritize people of all shapes and sizes by featuring models in their advertisements of different colors, ethnicities, genders, and abilities.  

Brands like Apple, Sephora, and Fenty Beauty have set powerful examples of how DEI can be incorporated into marketing to authentically connect with their audiences. Prioritizing representation can influence entire industries to become more inclusive, meeting the demands of customers that are valuing DEI now more than ever.