Inclusion
A Kantar/Oxford “Inclusion = Income” study shows campaigns rated inclusive deliver 3.5 % higher short-term sales, 16.5 % longer-term sales growth and 15 % higher loyalty. Kantar
Microsoft Advertising found that the “most inclusive” ad—featuring diverse age, ethnicity and disability—generated a 23-point lift in purchase intent versus a non-inclusive version. Microsoft Advertising
Real-world proof: Mars’ Maltesers Paralympics campaign starring disabled talent drove an 8.1 % value-sales uplift and 19.4 % more units sold, its best performance in a decade.