“At a time of tariffs, layoffs and rollbacks, it is easy to lose sight of what hasn’t changed: what consumers expect of the brands they invest in.”

Speaking at Creative Equals’ RISE conference, Sara Denby, Former Head of the Unstereotype Alliance at UN Women, shared the importance of brands stepping up, rather than stepping back at a time of polarisation.

The Unstereotype Alliance's ‘Inclusion = Income’ report challenges the ‘go woke, go broke’ narrative, with data that shows how inclusive advertising drives significant sales uplift.

Analysis of 392 brands across 58 countries successfully proves the positive impact of inclusive advertising on business outcomes in both the short and long term, and across multiple metrics.

Observing the reaction in the US, with DEI rollbacks resulting in consumer boycotts, Denby says the biggest risk for inclusive brands is not staying true to their valus. "Now is the time to step up, not step back," she says.

Where brands might feel pressured to dial back DEI efforts to satisfy executive orders, Denby suggests an approach of: 'show, don’t tell.' She continues: “Consumers are not reading your corporate website. But they see themselves in your content. The important thing is to just do it.”

The power of the paywall

Beyond the pressure to roll back DEI, Denby shares that one of the biggest social barricades we face today is created by the paywall. “For ten years, Investigative journalism and analytical thought has been hidden behind a paywall, while misinformation and untruths have been freely available” she says.

Denby explained that this has seen a growing ideological gap between those who pay for news that is monitored and verified, and those who believe what comes for free.

Misinformation and truth are being weaponised, but Denby shares that advertisers have an important role to play in holding power to account.

"It is a huge opportunity for advertisers," she says, adding: "Your content sits in front, behind and on the paywall. That gives brands a unique advantage to push back against the pushback, and connect consumers with advertising content that is inclusive, progressive, and represents all communities with dignity and respect."

Denby urges brands to build relationships with audiences based on trust. While she was quick to oppose tearing the paywall down, she suggests that inclusive brands might help to "blow the doors off" to bring society closer together.

Photo Credit: Bronac McNeill

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