Our mission is to fuel growth opportunity and progress for business and society through transformation through inclusion.

We work in partnership to guide your brand in identifying, understanding, and effectively engaging with these diverse consumer groups, driving growth and inclusivity for good.

What’s your challenge?

These are the kinds of questions we’re asked:

  • Growth for our brand is stagnant: how can we unlock it with fresh audiences?

  • How can inclusion fuel our innovation pipeline?

  • How can we differentiate and own a space with inclusion in our category?

  • What can we check for sensitivity?

  • How do we build a culture where teams can the right kinds of conversations?

  • We have diversified our comms: what now for our customer experience strategy?

  • How do we represent diverse audiences in an authentic way, without stereotyping?

  • How can we launch with confidence?

Why it matters for brands

Genz icon. Two people figures stand with their arms around each others shoulders. Behind is a pie graph at 70%
Graph icon: in the back there is a bar graph in teal and orange, and a second black bar graph with an arrow going up is overlaid

58% of Effie UK award-winning finalists have inclusive strategies with the score moving up towards Bronze, Silver and Gold winners.

Effie UK x Creative Equals

75% of customers say that a brands stand on diversity and inclusion influences their purchasing decision.

Kantar (2025)

Diverse icon: Three people icons have lines to different shapes, a square, a triangle and an hexagon. Behind are two circles overlaid

Brands with diverse representation in their ads enjoy an increase in brand prominence and brand value, an opportunity for brands to do good while doing well.
(Journal of the Academy of Marketing Science)

Inclusive marketing delivers up to 3.5% higher short term sales and 16% long term sales uplift compared to non-inclusive campaigns.

Unstereotype Alliance 2025

Why partner with us?

Each journey is unique 

We know everyone is at different stages of their journey. Our team at Creative Equals ‘meets you where you are’ to wherever you are to understand what’s going well, where your challenges are and where you’d like to accelerate. We’ll next tailor an inclusion strategy that works, shaped around your organisation, KPIs, vision and goals. 

Experienced professionals

With a mix of skill sets and deep experience in inclusion in brands, businesses and across sectors, our experts bring our wealth of know-how to every project. Our work is rigorous, evidence-based and action orientated.

We start your project journey with our 4-step process: Immerse, Design, Deliver and Embed. 

Effective Impact:

While we can start with ‘quick wins’, but the truth is transformation takes time. ‘Culture eats strategy for breakfast’, as the quote from Pete Drucker goes, so to embed your marketing strategy, we work with you to build the culture around it to make sure change is embedded with tangible, measurable results. We’ll set out joint goals and ways of working at the start of every project journey.

 

Shape growth with brand, marketing and inclusive customer experiences

  • Inclusive brand strategy 

  • Strategy advisory at the intersection of sustainability and inclusion  

  • Inclusive innovation strategy and project delivery

  • Inclusive Supply Chains Strategy 

  • Inclusive audience insights/analytics strategies; CX strategy review and development   

  • AI Policy, strategy and tools through an inclusive lens

  • Inclusive Media Strategy (including influencers)

  • Inclusive sustainability

  • Inclusive Customer Experience (CX)

Evolve how your brand shows up — including communications audits, experience mapping, messaging frameworks, and campaign optimisation to improve connection and resonance with modern audiences. A few samples of what we can do:

Case Study: Philips

Since 2020, we have worked as a strategic partner to Philips embedding inclusion as part of a global transformation project, embedding this into their brand and marketing divisions. We consulted with a range of teams from employer brand, HR, I&D, Procurement, and ensured Brand and E-Commerce comms connects and aligns with the wider business.

‘Creative Equals has been an invaluable strategic partner
to us over the last four years’
- Nathalie Lam, ESG Brand Marketing Lead, Supervisory Board Member, Lead I&D Marketing Transformation,  Philips

Build leaders and teams with inclusive culture and capability transformation

  • Inclusive marketing principles and processes playbooks

  • Inclusive leadership training programmes for senior marketers 

  • Full scale L&D programmes for senior marketers to deliver best-in-class inclusion 

  • Toolkits Inclusive playbooks and guidelines (review existing or build) 

  • Inclusion skills and ‘Applied bias’ training for marketing teams 

  • Workshops on topics like backlash, creative excellence and future-proofing brands.

  • L&D internal Marketing Academy

  • Positive Portrayal Workshops and Inclusive Behaviours

  • 101 Psychological Safety 

  • Inclusive Recruitment Audits
    Equality Standard for Inclusive Cultures

We partner and advise team embarking on bold change agendas driving inclusive transformation from within to build the internal foundations for growth. We have our own ‘Inclusive Marketing Academy’, plus we can deliver:

Case Study: Teleflex

We worked with Teleflex, to co-create a framework and tools to build a consistent approach to inclusive communication for their global employee base as a central source of information on inclusion, driven by Teleflex’s unique needs coupled with industry best practice. 

STAKEHOLDER INTERVIEWS | INCLUSION STRATEGY WORKSHOPS |  Expert input on  INCLUSION Strategy Proposal | INCLUSION PLAYBOOK

Find fresh growth with inclusive audience and insight transformation

  • Full inclusive comms review for gaps and opportunities  across categories and brands

  • Inclusion clinics for fast-turn around projects (qual and quant feedback) 

  • ‘White space’ audiences and ethnographic research

  • Inclusive Semiotics

  • Cultural movements analysis

Reimagine your audiences through an inclusive lens, covering untapped segments, expanding reach and resonance and driving loyalty. What we cover: 

A group of people are sitting around a desk, laughing. The bayer logo is top left.

Case Study: Bayer

We ran an inclusive comms review across a selection of Bayer’s brands and markets and were able to identify the baseline and recommendations for how to move forward. We gave them a clear map of where they stood at the beginning of our journey which provided us the perfect launch pad to develop a strategy and appropriate actions.

“Working with Creative Equals has been a very insightful and rewarding experience. I have now initiated a project with Creative Equals to develop an approach on how to evaluate our agency partners in this area which will be a key component for us in our collaborations.”

- Philippe Schuster, Agency and Marketing Partnerships, Bayer

Sample Programme

A multi-staged collaborative Creative/Comms Programme to support businesses in embedding inclusion in their end-to-end marketing practices and delivering behaviour change for long-term impact. 

Phase 1: Immerse

We work to understand your unique challenges, goals and the nuances of your project.

  • Ambition setting

  • Stakeholder interviews (Marketing, Inclusion, I&A, Agencies)

  • Internal document review 

  • Culture Foresight

  • Expert interviews

  • Hypotheses Session

We run a thorough audit of where you stand now. What your processes look like, who is influencing what, with an aim to surface the bright spots and the opportunity for growth.

  • Inclusive Creative/
    Comms. Review

  • Category Inclusivity Review

  • Working practices audit

  • Supply Chain Audit

  • Gaps & Opportunities analysis

Phase 3: Develop

Phase 2: Review

We take the strategy and roadmap from the previous phase and we roll it out to your organisation, embedding into your culture for success and growth.

  • Inclusion in Action
    Mini Series

  • Applied Bias Training Workshops

  • Inclusive Behaviours  Training

  • Talkshops

  • Measuring & Monitoring

  • Inclusion Inspiration Hub

Using the previous phase as a baseline, we explore where you can grow and how to make the most of the opportunities available, building a robust strategy and a roadmap with tangible action points.

  • Inlusion Purpose Strategy

  • Inclusive Marketing Guidelines & Tools

  • Inclusion Code

  • Inclusive Semiotics

  • Inclusive Leadership

  • ChangeMaker Workshops 

Phase 4: Embed

Partner: Walkers

Walkers are creating the third version of their highly successful ‘#CrispsIn #CrispsOut’ campaign, looking to make the most inclusive version of this work to date. Three new vignettes were in scope for the large-budget campaign development, as well as media planning and engagement.

What we did 

Creative Equals shadowed Walkers and their agencies  through the end-to-end campaign development process: 

  • Inclusion was integrated into project Considerations & Musts, with briefs that partners should follow this guidance closely. 

  • Core learnings were cascaded across disciplines, particularly within Insights (research design, recruitment and set-up) 

  • Creative moved beyond tropes like ‘builders’ and ‘goths’ to more nuanced portrayals, accounting for regionality, family unit and affordability to consider the cost of living crisis)

  • Reviewing audience targeting and messaging, particularly in the context of greater regionality and how proposed talent were being represented (including influencers) for safety and comfort 

Results

  • Inclusion was spontaneously mentioned in pre-ad testing, including the feeling that Walkers were ‘for everyone’

  • CBI and CSI were outstanding and higher than year one, vignettes maintained viewership and there was strong and spontaneous resonance. 

  • System 1 gave the work an EXCEPTIONAL rating 

—

“It has been a fantastic learning experience to partner with Creative Equals and clearly helped drive even stronger results. “

- Senior Marketing Stakeholder, Walkers