Reasonable adjustments and inclusivity: Gen Z marketing and brand expectations

Traditionally, brands and marketers have a lot of influence when it comes to Gen Z. 

And with great influence comes great responsibility. 

Nowadays, Gen Z has unprecedented knowledge and understanding of the world thanks to their growing socio-political awareness. As a result, they have certain expectations when it comes to the brands they engage with: namely, diversity and inclusivity in strategies, products, and workplace values. 

It’s up to us, as individuals and brands, to keep ourselves aware, educated, and accountable. None of us will get it right all the time, but being open to education and communicating more inclusively is a step in the right direction. 

In this blog, we’ll be taking a deep dive into the world of inclusive marketing and reasonable adjustments, focusing on best practices, top tips, and leading case studies. Plus, some advice directly from Gen Z.

What is inclusive marketing? 

No human being is the same. We’ve got different likes and dislikes (are you a Sabrina or Charli girlie?), and different lived experiences. 

Someone’s age, ethnicity, gender, gender identity, sexual orientation, spiritual belief, disability, and socioeconomic status can all impact the way they interact with the world. And that’s what makes inclusive marketing so important. 

In essence, inclusive marketing is marketing that represents all forms of diversity. It’s marketing that acknowledges the complexities and richness of humanity, allowing all customers to experience and enjoy brands. 

Whether it’s watching the language you use (think avoidance of stereotypes) or prioritizing the accessibility of your brand’s TikTok page, inclusive marketing helps everyone feel welcome. 

But, aside from it being the right thing to do, why is this important for brands?

Gen Z favors the brands they can see themselves in – that’s probably no real surprise. Inclusive marketing enables your diverse audience to relate to and connect with your brand and products, and it goes hand in hand with authenticity. So, for those brands wanting to capture the attention of Gen Z, showing real people from different backgrounds is an absolute must. 

Why is having an inclusive marketing strategy so important for businesses?

Look –  you should care whether your content is accessible. It’s the right thing to do and we’re all good people here. 

It’s also the obvious thing to do. However, sometimes, when it comes to senior leadership teams, convincing them to invest time and money in DE&I can be a bit of an uphill battle. And we’re here to empower you to have these important discussions with senior leaders. So, without further ado, your hit list: 

• It’s the right thing to do (really, you shouldn’t have to say anymore, but we know the importance of hitting $ targets…). 
• To boost conversions, you need to reach and engage as many people as possible. Accessible marketing and good DE&I practices massively boosts this number (on the flip side, inaccessible marketing alienates swathes of people). 
• Embracing diversity helps you attract and retain talented employees, who can bring a wealth of knowledge and diverse experiences to the table. 
• Championing DE&I proves that you have compassion for your customers, both established and potential. 

Good luck!

Why is inclusive marketing important for customers? 

Put yourself in Gen Z’s shoes for a minute: you’re about to start college, and are pretty nervous. You want to make a good impression on your new roommates, and are ready for a week of non-stop social occasions and wild antics. You want to make an impact, but to do that, you need at least one new outfit. But scrolling for outfits has proved fruitless – no one looks like you. They don’t share your physical features, or perhaps no model is the same size as you. So you move on to another brand – after all, why would you buy from a brand that doesn’t represent you? 

And this, people, is why diverse and inclusive campaigns are so important. 

Inclusive marketing enhances brand perception and boosts customer engagement by enabling people to connect with brands that align with their own values. It makes customers feel seen, heard, and valued. 

And in turn, they’ll reward you with their cash. 

Everyone’s a winner. 

What are some inclusive marketing examples?

Currys x Purple Goat Agency 

As part of their partnership with the Sunflower Lanyard scheme, tech retail company Currys wanted to ensure that all of their customers felt supported and had the best in-store experience. 

Partnering with inclusive marketing agency Purple Goat, Currys delivered their award-winning campaigns, Currys No Worries and Currys Tech Hacks. 

The brands worked with disabled people and influencers, including @_thislineismine and @calluketraquair, to showcase the range of accessibility features available in-store and in their product ranges. 

Not only did these campaigns promote the great work that the brand was doing, but they also boosted community sentiment and confirmed Currys as the go-to tech store. 

And with over 5 million impressions, the stats speak for themselves… 

Top tips to make your marketing and advertising more inclusive

1. Embrace transparency

It’s all well and good talking about your commitment to DE&I, but for Gen Z to really get on board, you need to live and breathe these values. 

This generation understands that no one’s perfect, but expects transparency, particularly when it comes to DE&I goals. Admit where you’re going wrong, where you’ve got room for improvement, and what’s on the horizon. This, in turn, will lead to boosted trust and credibility. 

2. Leverage technology for accessibility 

AI may be the bane of your life, or it may be the future of your business. But one thing’s for certain: it’s not going anywhere. 

The world of tech can be hugely beneficial when it comes to accessibility; whether that’s by using AI for closed captions or ensuring that your social media pages are compatible with screen readers, don’t be afraid of tech…embrace it. 

3. Authenticity 

Ding, ding: buzzword alert! 

We know - it’s almost impossible to talk about Gen Z without talking about accessibility, but it’s for good reason. 

Gen Zers are sniffer dogs: they can smell inauthentic content a mile off, and it’ll actively turn them away from your brand. On the other hand, authentic content has the power to connect with your target audience, raise awareness, and promote inclusivity. It lays the foundations for lifelong trust and loyalty, and trumps tokenistic marketing every time. 

4. Collaborate with diverse creators 

Influencer marketing is a way of life for Gen Z, but it can have the opposite effect if done incorrectly. 

Working with a diverse group of creators to promote and champion your brand not only proves your commitment to inclusivity and offers equal opportunities, but it also helps all consumers feel a sense of belonging and radiates positive brand messaging. 

Don’t forget: to really drive diversity in advertising, it’s important to work with creators who authentically align with your brand’s values and have a genuine connection with their community.

How to support your teams: Internal reasonable adjustments

Reasonable adjustments are changes an employer can make to remove or reduce a disadvantage related to someone’s disability. These adjustments are different from physical changes that, for example, would make a building more accessible, such as adding a disabled toilet. 

What are the benefits of reasonable adjustments? 

Reasonable adjustments and inclusivity go hand in hand, and there are countless benefits. In fact, an employer has to make reasonable adjustments for employees. 

Without reasonable adjustments, individuals may find themselves alienated and unable to connect with friends or colleagues, find work, or access resources and services. These adjustments – which can include anything from material adjustments (such as adapted equipment) to amended work patterns or additional support (such as a reader) – allow employees to undertake their roles to their full ability and with confidence, while also allowing employers and colleagues to learn from the diversity and skills of the person in question. 

Crucially, and this is something that’s discussed a lot, reasonable adjustments aren’t favoritism. They’re simply ensuring that everyone can do their job to the best of their ability. 

It’s also important to note that offering reasonable adjustments is a legal requirement for business in the UK and the US. 

What are some examples of reasonable adjustments?

The whole point of reasonable adjustments is that they vary from person to person. In fact, two people could be living with the same disability, but request completely different reasonable adjustments from one another. Whether it’s supporting neurodiverse employees or ensuring that your retail store is disability-friendly, there’s always something we can do better. 

Ultimately, taking everything on a case-by-case basis is the key to success. 

However, to get the ball rolling, here are some examples of reasonable adjustments: 

• The option to use a quiet room when using the phone 
• Providing interviewees with the questions beforehand to help them prepare 
• Extending the length of interviews to remove any time pressures 
• Hybrid work options 
• Disability leave
• Making changes to the way things are organized or done in physical environments, such as adding ramps.

You can learn more reasonable adjustments on Mind’s website. 

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Top tips for building an inclusive brand

We’ve established the importance of reasonable adjustments and looked at some inclusive marketing campaigns, but we understand that you may be feeling a little bit overwhelmed… 

But don’t worry. Here are some top tips to send you on your way.

• Prioritize connection

Relationships are at the heart of any good content strategy, and connecting with your target audience is the key to success. Everyone is unique and requires different processes or adjustments, and working directly with a diverse range of people will help you understand and learn from their lived experiences. 

• Investment

We know: easier said than done. But investment proves that your business recognizes the importance of DE&I and gives your team the tools and resources they need to act on your strategies. 

Whether this investment comes in the form of training, collaborations, upgrading systems, working with third parties, or building out a more diverse team, this is something that really drives positive change. 

• Challenge stereotypes 

Armed with education (and this blog post), take it one step further and challenge any stereotypes you may see, both in the workplace and your brand’s marketing. Whether it be unconscious bias or getting to grips with pronouns, take the time to celebrate everyone as an individual. 

• Provide workplace accommodations 

People with disabilities face unique challenges in the workplace, so it’s vital that employers listen to those employees asking for accommodations or adjustments. Often, these need to be done on a case-by-case basis, so communication is key. From screen readers to designated safe spaces, everyone is unique and requires different accommodations to help them do their job to the best of their ability. 

Like what you’ve read and want to know more about inclusive advertising and reasonable adjustments? Subscribe to our weekly briefing for Gen Z news and trends, delivered directly to your inbox every week. 

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