Ways you can make your marketing more inclusive 

By Lottie Owen-Jones •

Let’s be real: the world is wonderfully diverse and marketing should reflect that. But when it comes to inclusive marketing, many small businesses worry about “getting it wrong”, sounding insincere or not doing enough.

Something we hear all too often…

“We’re a small team. We don’t have the resources for a whole diversity department.”
 Or:  “We want to be more inclusive, but we’re afraid of making mistakes.”

We get it, and we’ve felt the same way! But inclusivity isn’t about perfection. It’s about intention, awareness and being open to learning as you go.

So, if you’re looking to make your marketing a bit more welcoming to more people, here are 5 approachable things any business can start doing (no matter your size or budget). 

  1. Use language that includes, not assumes

Inclusive language is about avoiding assumptions. That means:

  • Saying “partner” instead of assuming “husband” or “wife”
  • Using “they” as a singular pronoun when gender is unknown or irrelevant
  • Avoiding stereotypes like “girl boss” or “man up”
  • Being mindful of terminology around disability, ethnicity, gender identity or age

It’s not about walking on eggshells. It’s about speaking in a way that makes more people feel seen and respected. Tools like inclusive language checklists or even writing platforms like Grammarly can help you spot common missteps.

  1. Think beyond stock photo stereotypes

We’ve all seen the clichés: the all-white office team giving a thumbs-up, the lone wheelchair user placed awkwardly in a boardroom shot. Inclusive visuals mean representation that feels real, not tokenistic.

Try this:

  • Use diverse stock image libraries like Pexels, Nappy, or Disabled and Here
  • Include people of different ages, body types, skin tones, religions and abilities in your campaigns
  • Avoid only showing “diversity” in charity, healthcare or “serious issue” settings, everyone deserves to be part of joyful, everyday brand storytelling

Don’t overthink it. Just aim for a mix that feels natural, like the world around us!

  1. Review your buyer personas

Inclusive marketing starts with who you’re imagining when you write or design. If your ideal customer is always a 35-year-old middle-class professional with 2.4 kids, it might be time to widen the lens.

Ask yourself:

  • Who are we unintentionally excluding with our content?
  • Are our offers accessible to people from different backgrounds or income levels?
  • Could someone from a different walk of life see themselves in what we’re offering?

This doesn’t mean changing who you serve, it means being more conscious of how you show up and who you invite in.

  1. Make accessibility part of your content routine

Inclusivity also means making your marketing accessible to people with different needs. A few small steps can make a big difference:

  • Add alt text to images for screen readers
  • Use proper heading structures in blog posts
  • Avoid tiny fonts or pale text on light backgrounds
  • Caption your videos or use platforms that do it automatically (like Instagram or YouTube)

It’s not about redoing everything overnight. Just start weaving accessibility into your ongoing habits, not as a separate checklist.

  1. Listen, learn and keep it human

The most inclusive brands aren’t the ones with the flashiest campaigns, they’re the ones that listen, own their learning and show up with honesty.

  • Invite feedback from your audience or clients
  • Follow diverse creators, business owners and thought leaders to broaden your perspective
  • Don’t be afraid to course-correct, we all get it wrong sometimes

Inclusivity isn’t a box to tick, it’s a mindset. And when you lead with genuine curiosity and care, it shows.

As a small marketing consultancy, we’re still learning. We’ve made mistakes, we’ve updated old content, we’ve had those “oh no, did we just say that?” moments.

But the point is: we keep showing up.

Because the more inclusive your marketing becomes, the more people can see themselves in your brand and feel welcomed and valued. And that’s not just good ethics, it’s good business.

Want support making your brand feel more human, inclusive, and real? Get in touch! We’re here to help you grow your marketing, your way.