Some of the most powerful brand stories are those that do not just reflect the world as it is but shape the world as it can be. We have seen this happen when brands take a stand; whether it is Ariel’s #ShareTheLoad challenging gender roles in Indian households or Nike’s You Can’t Stop Us celebrating female athletes in male-dominated sports. These campaigns resonate not just because they are visually compelling but because they reflect real, lived experiences.
Gender inclusivity today is a business imperative. Consumers don’t just look at what brands say, but what they do. The brands that get it right are the ones that move beyond performative messaging to tell authentic stories that inspire, engage, and create real impact.
The need for real stories
For a long time, gender inclusivity in advertising has been about representation, featuring more women in ads, including diverse gender identities in campaigns, and steering clear of outdated stereotypes. But while representation is a great start, real impact comes from authenticity. As per a report found that while 78% of consumers appreciate brands addressing gender diversity, 60% feel that these efforts often seem inauthentic. The disconnect lies in the fact that many brands see inclusivity as a campaign strategy rather than a long-term commitment. So, how can brands bridge this gap?
Co-create, don’t just represent
Authentic storytelling starts with involving real people in the process. Instead of guessing what gender inclusivity should look like, brands can invite diverse voices to the table. Nike’s women-centric sportswear campaigns, for example, were shaped by insights from female athletes who had long struggled with ill-fitting sports gear. The result? A product line that is not just inclusive in messaging but in design.
Engaging audiences in the conversation
Instead of talking about gender inclusivity, the best brands engage with their audience. Google India’s #SearchForChange campaign, which highlighted financial independence for women, was backed by extensive conversations with real women from different socio-economic backgrounds. This approach ensures that storytelling is not just inclusive but deeply relatable.
Breaking stereotypes in product design
Gender inclusivity is not just about marketing. It should extend to products, services, and corporate culture. More brands are now recognizing that rigid gender norms do not serve today’s consumers. Levi’s and H&M, for example, have embraced gender-neutral fashion lines, showing that inclusivity can be woven into the very fabric of what they offer.
Walk the talk
No matter how compelling a brand’s messaging is, it will not resonate unless backed by internal policies. Unilever’s Unstereotype Alliance is a great example of a company that not only challenges outdated portrayals of gender in marketing but also ensures diversity in leadership, hiring, and workplace policies. Consumers today are quick to spot contradictions, and brands that practice what they preach build stronger, long-term trust.
A future built on inclusion
The most impactful brand stories are not about ‘selling’ gender inclusivity but about normalizing it. It is about shifting the narrative from making a statement to making inclusivity a given. When storytelling moves from a one-time campaign to a continuous conversation, when it is reflected in leadership, hiring, product design, and customer experience; that is when true change happens. Consumers today are looking for brands that don’t just talk about a better world but actively help create it. The ones that embrace authentic storytelling for gender inclusivity won’t just win engagement; they’ll win hearts.
Shared BY: Ms.Naina Aggarwal Ahuja,
Founder: Talking Point Communications,
Trustee, Heart Care Foundation of India.
