To create work
that reflects the world
we need to be all in.
As marketers, every creative choice we make has the power to shape how we see ourselves and each other – and make a positive contribution to the media landscape. Yet too many perspectives are being excluded from all stages of the creative process. We would like to change that.
A few years ago, we began an Inclusive Marketing practice to help our teams improve representation and belonging in our work. Along the way, we've heard from Googlers, experts, community leaders and other organizations about what positive change would look like. The insights and processes we’re sharing are just what we’ve learned so far. We know there’s still a considerable amount of work to be done and as we change and grow together, so will these pages.
We hope you find these resources helpful in creating work that positively and authentically reflects the world. Whether you’re a strategist, creative, producer, or brand manager – this work is for you. Welcome.
Step 1
Build the right team - Embed underrepresented talent in your team and among your partners so your ideas benefit from a variety of perspectives.
Learn more
Step 2
Embed inclusion into your strategy - Act on inclusive marketing principles at every stage of execution – from overall planning to deploying a brief.
Learn more
Step 3
Make inclusive creative choices - Find tools to help you make inclusive choices and avoid stereotypes throughout your creative process.
Learn more
Step 4
Hold each other accountable - Set goals and measure your progress to ensure your work is on the right track.
Learn moreAudience insights built in partnership with:
Our principles
These guiding principles are what help steer our work and ground our teams in inclusive thinking.
The makeup of your team matters
Empower underrepresented voices on your teams and create a safe environment where people can express their honest perspectives on the work.
Think about inclusion early and often
Inclusion isn’t the final box to check before you launch. Aim to make inclusive choices throughout your creative process.
Know whose stories are missing
Zoom out and think holistically. Ensure the body of work you’re contributing to reflects the diversity of your audience.
Stereotypes are harmful - and boring
Push for stories and portrayals you haven’t seen. Not only will your work be more inclusive, it’ll be more interesting.
Real stories are nuanced, and nuance creates authenticity
Try to bring real stories to life. If you need to fictionalize, dig deep to find cultural insights that bring nuance to your characters and story.
Understand your brand’s role
Inclusive marketing is a fundamental brand commitment. Your brand shouldn’t be the hero.
SITE REVIEWED AND ENDORSED BY:
Lorraine Twohill, Chief Marketing Officer, Google
