
Published 06 December 2023
In a year when 28% of Americans planned to spend less on holiday gifting, inclusive marketing can boost purchase likelihood (+18%) and enhance a favourable attitude towards a brand (Gartner, 2023). We highlight how four brands are centring diversity with strategies that include celebrating cross-cultural kinship, harnessing artificial intelligence (AI) to illustrate ethnic traditions and showcasing new bicultural norms.



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The Youth Marketing Strategy Festival 2026 (YMS, May 21, London) assembled agencies, strategists and brands including Adidas, KFC, Expedia, Oatly, Boots and Currys to discuss engaging Gen Zalpha. Vital topics included new spending personas, weird content and chaos marketing, the ‘laws of cultural relevancy’,...