The American identity has never been simple.

In fact, it’s never even been just one identity.

Especially today, when our population is growing more diverse by the day.

Inclusive marketing is our answer to America’s growing diversity. It’s a way to reach consumers that goes beyond “culture” as marketing has traditionally defined it.

Inclusive marketing doesn’t just look at race and ethnic culture. It also accounts for generational, gender and sexual identity, and geographic culture.

Inclusive marketing is nuanced: We understand when culture matters and how it motivates people to act, spend, and share.

How We Do Inclusive Marketing:

The PACO Approach

  • 1
    iconStart With Fundamental Human Insight

    We’re data nerds — we don’t shoot from the hip. Our strategies are grounded in human insight, propped up by extensive qualitative and quantitative research.

  • 2
    iconOverlay Our Inclusive Audience Lens

    We dive deeper: Real conversations with real people to understand how culture — racial and ethnic culture, geographic culture, and even generational culture — impacts their everyday lives.

  • 3
    iconTease Out the Context

    We swap the broad brush for a fine-tooth comb, determining when and how culture might drive an audience’s purchasing decisions (and it may not).

  • 4
    iconBring the Campaign to Life with Nuanced Creative & Media

    We bring our campaigns to life with differentiated creative and media mix — all grounded in strategy and research and refined by the audience’s unique cultural lens, so we don’t water down any idea’s cultural relevance.

  • 5
    iconAnalyze and Optimize

    We measure our results against our clients’ success metrics. Reimagine. Iterate. Rinse. Repeat.

The Impact of Inclusive

Inclusive marketing isn’t just a culturally relevant strategy — it’s good business, too.

See Case Studies

The Cultural Insights Impact Measure, born out of a study by the Association of National Advertisers’ Alliance for Inclusive and Multicultural Marketing, found that consumers who perceive a brand’s ad to be culturally relevant are…

  • 2.8x more likely to recommend that brand to others
  • 3x more likely to find the ad personally relevant
  • 2.7x more likely to become a first-time customer
  • 50% more likely to make a repeat purchase from a brand they’ve bought from in the past

But it’s not just about brand perception and engagement — taking an inclusive approach really pays. A study conducted by Deloitte-owned digital agency Heat found that diverse marketing efforts result in measurable revenue gain.

Read about the impact inclusive marketing has had for our clients!

Want to give inclusive marketing a try?

Schedule time today for a free consultation on
how to make the case for your business.

Get in Touch

Trends in
Inclusive Marketing

By 2044, the United States will be a majority-minority nation

(Don’t take our word for it… The Census Bureau said it!)

As the American population becomes increasingly diverse, we’re seeing three major trends that prove inclusive marketing isn’t a passing fad — it’s a requirement to understand the ever-changing dynamics of cultural identity in today’s marketplace.

  • Retro-Acculturation

    What’s old is new again. At a time when anyone can find out where their ancestors came from with a quick prick of the finger, culturally diverse Americans are finding new ways to embrace and proudly celebrate their heritage — and reclaim their cultural identity in the process. And beyond the traditional racial confines of “culture,” consider the new generation of Americans gaining an appreciation of Appalachian food and culture — all thanks to the hit video game Fallout76.

  • Reverse Assimilation

    Seeing the light. Food, music, art, and culture are prime breeding grounds for minority culture’s influence on mainstream cultural norms: Think K-Pop artists selling out stadium crowds across the United States, Hamilton’s massively successful hip-hop remix of the story of America’s founding, and even the ubiquity of hummus and the growing popularity of once-niche dishes like poke bowls.

  • Fluid Identity

    Celebration over assimilation. As bicultural and mixed-race populations grow, they’re increasingly leaning in to the patchwork of cultures that make up who they are. The same goes for those born on a generational cusp, who won’t bow to the cultural stereotypes assigned to Gen X or Millennials. Members of these groups code-switch, cherry-pick, and criss-cross cultural boundaries, rejecting the idea that they have to box themselves in.