Inclusive Marketing: Disney's Collaboration with Carol's Daughter
Inclusive Marketing: Disney's Collaboration with Carol's Daughter
In today's increasingly diverse and interconnected world, creating an inclusive brand is more important than ever. Companies that embrace diversity and strive to create a sense of belonging for all customers can attract a larger and more diverse customer base. Disney is a prime example of a company that is leaning into these principles with the upcoming release of the live-action version of The Little Mermaid.
One of the core principles of inclusive brands is representation. With the casting of Halle Bailey, a Black actress, as Ariel, Disney received instant negativity and racist comments from outraged individuals who could not fathom a non-white actress playing the role. However, Disney remained committed to their values-led approach to diversity and inclusion and did not let the backlash deter their plans.
Furthermore, Disney's recent collaboration with Carol's Daughter, a Black-owned hair care brand, demonstrates another principle of inclusive marketing: collaboration. Inclusive marketing is not solely about getting underrepresented and underserved communities to buy more products, but rather, it is about making them feel seen, heard, and valued. By collaborating with a brand from the Black community, Disney is further deepening their commitment to inclusion and diversity.
The partnership between Disney and Carol's Daughter is a natural extension of making the Black community and other people of color feel like they belong. Carol's Daughter has a rich history and footing within the Black community and is also widely used by people with textured and curly hair. By featuring limited edition products from this partnership, Disney is not only introducing new audiences to the movie but also introducing new consumers to Carol's Daughter.
As your brand works to be more inclusive and attract a more diverse customer base, it is important to collaborate with people, brands, and suppliers who are part of the communities you want to reach. By doing so, you can introduce your brand to new audiences in a natural and authentic way while also serving that community better. It also enables you to elevate the community by partnering or paying people and brands who are part of those communities.
In conclusion, there is no one right way to build an inclusive brand, but there are core principles that inclusive brands embody that enable them to authentically attract a bigger and more diverse customer base. Disney's collaboration with Carol's Daughter demonstrates the power of collaboration and the importance of representation in inclusive marketing.
By following these principles, your brand can create a sense of belonging for all customers and contribute to a more inclusive world.
