Part 3: Why Exclusion in Advertising Is a Risky Business Move

Take a moment to think about the last ad that really resonated with you. Chances are, it didn’t feature unattainable perfection or a single, outdated standard of beauty. Instead, it likely felt real, relatable, and inclusive. That’s because today’s audiences are looking for authenticity—they want ads that reflect the diverse, beautiful, and imperfectly perfect world they live in. Take a moment to think about the last ad that really resonated with you. Chances are, it didn’t feature unattainable perfection or a single, outdated standard of beauty. Instead, it likely felt real, relatable, and inclusive. That’s because today’s audiences are looking for authenticity—they want ads that reflect the diverse, beautiful, and imperfectly perfect world they live in.

For decades, advertising relied on ideals like “aspirational thinness” to sell—suggesting happiness or success could only come from looking a certain way. But times have changed dramatically. Modern consumers expect more, and they don’t want to see unrealistic standards pushed at them anymore. Brands still clinging to the old playbook risk alienating their audience, losing trust, and, ultimately, their place in the market. For decades, advertising relied on ideals like “aspirational thinness” to sell—suggesting happiness or success could only come from looking a certain way. But times have changed dramatically. Modern consumers expect more, and they don’t want to see unrealistic standards pushed at them anymore. Brands still clinging to the old playbook risk alienating their audience, losing trust, and, ultimately, their place in the market.

If there’s one thing today’s world makes clear, it’s this: exclusion isn’t just outdated—it’s bad business. If there’s one thing today’s world makes clear, it’s this: exclusion isn’t just outdated—it’s bad business.

Why “Aspirational Thinness” Isn’t Aspirational

There was a time when thin, flawless, airbrushed models dominated ads, selling everything from shampoo to luxury cars. These images weren’t just promoting products; they were pushing the idea that to be happy, successful, or lovable, you had to look like them. It was an effective marketing tactic for years—but fast-forward to today, and these same ads feel hopelessly out of touch. There was a time when thin, flawless, airbrushed models dominated ads, selling everything from shampoo to luxury cars. These images weren’t just promoting products; they were pushing the idea that to be happy, successful, or lovable, you had to look like them. It was an effective marketing tactic for years—but fast-forward to today, and these same ads feel hopelessly out of touch.

Why? Because consumers are smarter, savvier, and collectively calling out the disconnect. They understand that perfection doesn’t exist—not in the hyper-polished way old-school advertising pretends it does. Instead, people crave relatability. Ads that portray a size-zero fantasy or one-dimensional beauty aren’t inspiring anymore—they’re frustrating, exhausting, and fake. Why? Because consumers are smarter, savvier, and collectively calling out the disconnect. They understand that perfection doesn’t exist—not in the hyper-polished way old-school advertising pretends it does. Instead, people crave relatability. Ads that portray a size-zero fantasy or one-dimensional beauty aren’t inspiring anymore—they’re frustrating, exhausting, and fake.

Millennials and Gen Z, in particular, have led this shift. These generations have grown up championing body positivity, diversity, and self-acceptance. They know what real beauty looks like, and it doesn’t come prepackaged with Photoshop. It’s no surprise that campaigns promoting unattainable ideals now miss the mark entirely. Millennials and Gen Z, in particular, have led this shift. These generations have grown up championing body positivity, diversity, and self-acceptance. They know what real beauty looks like, and it doesn’t come prepackaged with Photoshop. It’s no surprise that campaigns promoting unattainable ideals now miss the mark entirely.

The Hidden Cost of Exclusion

When brands fail to evolve and keep pushing exclusionary ideals, they aren’t just annoying their audience—they’re actively harming their own success. Here are just a few ways outdated advertising strategies can backfire. When brands fail to evolve and keep pushing exclusionary ideals, they aren’t just annoying their audience—they’re actively harming their own success. Here are just a few ways outdated advertising strategies can backfire.

1. Losing Consumer Trust

Think about the brands you trust. Chances are, they make you feel understood and valued. That’s what modern consumers expect—authenticity, openness, and respect. Think about the brands you trust. Chances are, they make you feel understood and valued. That’s what modern consumers expect—authenticity, openness, and respect.

Exclusionary ads do the opposite. They tell people, "You don’t belong here unless you fit this narrow mold. " The result? People stop trusting those brands. According to research by Edelman, 81% of consumers need to trust a brand before they’ll buy from it. When advertising feels disconnected from reality, that trust evaporates overnight. Exclusionary ads do the opposite. They tell people, "You don’t belong here unless you fit this narrow mold." The result? People stop trusting those brands.

According to research by Edelman, 81% of consumers need to trust a brand before they’ll buy from it. When advertising feels disconnected from reality, that trust evaporates overnight.

2. Leaving Out the Majority

The world isn’t just diverse—it’s beautifully diverse. People of different sizes, races, ages, abilities, and gender expressions now expect to see themselves represented in advertising. Ignoring this isn’t just tone-deaf—it’s a missed opportunity. The world isn’t just diverse—it’s beautifully diverse. People of different sizes, races, ages, abilities, and gender expressions now expect to see themselves represented in advertising. Ignoring this isn’t just tone-deaf—it’s a missed opportunity.

Inclusive brands have the chance to speak to larger audiences and truly connect with people. Exclusionary brands, on the other hand, are essentially saying, “We’re okay with ignoring you, ” which is a baffling approach when you consider how fast demographics are changing. Inclusive brands have the chance to speak to larger audiences and truly connect with people. Exclusionary brands, on the other hand, are essentially saying, “We’re okay with ignoring you,” which is a baffling approach when you consider how fast demographics are changing.

3. Public Backlash

We live in an age of accountability, amplified by social media. If a campaign comes across as exclusionary or tone-deaf, the backlash can be swift—and brutal. Just ask any brand that’s been hit by waves of online criticism for missing the mark on representation. We live in an age of accountability, amplified by social media. If a campaign comes across as exclusionary or tone-deaf, the backlash can be swift—and brutal. Just ask any brand that’s been hit by waves of online criticism for missing the mark on representation.

People aren’t afraid to call out ads that feel outdated or harmful, and they’ll take their business elsewhere in a heartbeat. Research shows that 75% of consumers will walk away from brands they feel don’t align with their values. That’s not just a statistic; it’s a wake-up call. People aren’t afraid to call out ads that feel outdated or harmful, and they’ll take their business elsewhere in a heartbeat. Research shows that 75% of consumers will walk away from brands they feel don’t align with their values. That’s not just a statistic; it’s a wake-up call.

Why Inclusivity Matters More Than Ever

The good news? Brands don’t have to stay stuck in the past. They have the power to evolve, make meaningful change, and connect with their audience on a deeper level. Inclusivity is no longer just a moral responsibility—it’s a business necessity. The good news? Brands don’t have to stay stuck in the past. They have the power to evolve, make meaningful change, and connect with their audience on a deeper level. Inclusivity is no longer just a moral responsibility—it’s a business necessity.

1. Building Real Connections

When people see themselves represented—whether it’s their body type, culture, or life experience—it creates a powerful connection. That sense of being seen and acknowledged builds loyalty in ways ads rooted in perfection never will. When people see themselves represented—whether it’s their body type, culture, or life experience—it creates a powerful connection. That sense of being seen and acknowledged builds loyalty in ways ads rooted in perfection never will.

One iconic example is Dove’s “Real Beauty” campaign, which highlighted diverse body types and ages. It didn’t just feel inclusive—it started a movement, proving that authenticity could sell while making people feel good about themselves. One iconic example is Dove’s “Real Beauty” campaign, which highlighted diverse body types and ages. It didn’t just feel inclusive—it started a movement, proving that authenticity could sell while making people feel good about themselves.

2. Expanding Your Audience

Inclusive marketing doesn’t shrink your audience; it broadens it dramatically. Campaigns that celebrate diversity open the door to new customers who’ve never seen themselves in your brand before. Inclusive marketing doesn’t shrink your audience; it broadens it dramatically. Campaigns that celebrate diversity open the door to new customers who’ve never seen themselves in your brand before.

Fenty Beauty is a masterclass in this principle. When Rihanna launched the brand with a range of foundation shades designed for all skin tones, she didn’t just fill a gap—she set a new standard for what beauty should represent. The result? A dedicated, global fanbase and sky-high sales. Fenty Beauty is a masterclass in this principle. When Rihanna launched the brand with a range of foundation shades designed for all skin tones, she didn’t just fill a gap—she set a new standard for what beauty should represent. The result? A dedicated, global fanbase and sky-high sales.

3. Outperforming the Competition

The numbers speak for themselves. Companies with strong diversity initiatives—internally and externally—outperform their peers. McKinsey found that diverse organizations are 36% more likely to financially excel compared to less diverse ones. Simply put? Inclusivity drives results. The numbers speak for themselves. Companies with strong diversity initiatives—internally and externally—outperform their peers. McKinsey found that diverse organizations are 36% more likely to financially excel compared to less diverse ones. Simply put? Inclusivity drives results.

How to Shift Toward Inclusivity

Creating inclusive advertisements doesn’t happen by accident—it’s a deliberate process. Here are steps brands can take to ensure their marketing strategies reflect today’s reality. Creating inclusive advertisements doesn’t happen by accident—it’s a deliberate process. Here are steps brands can take to ensure their marketing strategies reflect today’s reality.

1. Know Your AudienceKnow Your AudienceTake the time to understand who your audience really is. What do they value? What do they want to see? The better you know them, the better you can connect authentically. Take the time to understand who your audience really is. What do they value? What do they want to see? The better you know them, the better you can connect authentically.

2. Diversify Your TeamDiversify Your TeamRepresentation starts from within. Building teams with diverse backgrounds helps ensure campaigns genuinely reflect the world we live in. Representation starts from within. Building teams with diverse backgrounds helps ensure campaigns genuinely reflect the world we live in.

3. Challenge Old NormsChallenge Old NormsDon’t just settle for what’s worked before. Push boundaries. Celebrate stories and experiences that traditionally haven’t been given the spotlight. Don’t just settle for what’s worked before. Push boundaries. Celebrate stories and experiences that traditionally haven’t been given the spotlight.

4. Listen and AdaptListen and AdaptPay attention to feedback. Consumers are quick to tell brands what resonates and what doesn’t. Stay flexible and willing to adapt based on what you learn. Pay attention to feedback. Consumers are quick to tell brands what resonates and what doesn’t. Stay flexible and willing to adapt based on what you learn.

A Call to Evolve

At the end of the day, exclusionary advertising isn’t just risky—it’s a losing strategy. The world has moved on, and brands that fail to keep up will find themselves irrelevant in the eyes of consumers. At the end of the day, exclusionary advertising isn’t just risky—it’s a losing strategy. The world has moved on, and brands that fail to keep up will find themselves irrelevant in the eyes of consumers.

The path forward is clear. Inclusivity isn’t just about doing what’s right—it’s about thriving in a marketplace that values authenticity above all. By breaking free of outdated norms, celebrating diversity, and listening to their audience, brands can create ads that don’t just sell products—they build relationships. The path forward is clear. Inclusivity isn’t just about doing what’s right—it’s about thriving in a marketplace that values authenticity above all. By breaking free of outdated norms, celebrating diversity, and listening to their audience, brands can create ads that don’t just sell products—they build relationships.

Because when people feel seen, valued, and included, you’re not just building a customer base. You’re building something far more powerful—trust. And that trust is what will carry brands into the future. Because when people feel seen, valued, and included, you’re not just building a customer base. You’re building something far more powerful—trust. And that trust is what will carry brands into the future.