When DEI in Advertising Fails
For over a decade, branding and marketing agencies managing major brands have heavily focused on diversity, equity, and inclusion (DEI). These brands have pushed boundaries in representation across age, weight, and race.
For some, this approach has been a powerful tool for expanding their demographic reach. However, one size does not fit all. This shift has disrupted traditional marketing strategies. I’ve attended several conferences where industry leaders celebrated how this expansion has positively impacted their brands.
When Representation Works for a Brand
In 2016, the message was clear: your brand is out of touch if it hasn’t embraced the cultural shift. A prime example often cited was Dove. Dove’s body-positive and racially inclusive campaign was a resounding success, enabling the brand to connect with a broader audience of women.
How it nearly destroyed Victoria Secret’s image.
This approach then expanded to other women’s brands, including Victoria’s Secret (VS). Originally, VS built its identity around selling “The Ideal Sexy.” As the concept of inclusivity gained traction, VS incorporated this strategy. Around the same time, social media amplified negative consumer feedback, with accusations of fat-shaming and body-shaming becoming prevalent. In response, VS adopted an inclusive approach, highlighting models of all sizes for the first time in its history and shifting its messaging from exclusivity to inclusivity.
However, by 2024, VS acknowledged the failure of this approach and announced a return to its athletically slim models with the revival of its Angels collection. The shift back to this earlier strategy raises a compelling question: what went wrong?
By yielding to online negativity, VS abandoned what had made the brand successful in the first place—the aspirational image of “The Ideal Sexy.” VS was never intended to cater to all; it sold an image of desire and allure. Women seeking comfort and inclusive sizing options turned to brands like Target. But for women who wanted to feel sexy and embody an idealized form, VS was the destination.
This exclusivity—sexy and athletic—was the driving force behind its appeal. The core message was clear: wear this, and you’ll feel sexy. It’s one of the oldest and most effective marketing strategies. Yet, it was dismantled by a collective of marketers championing a one-size-fits-all approach, believing they knew better.
Consider the opposite scenario: what if Torrid, a brand known for its focus on plus-size women, suddenly launched a “skinny collection” and featured smaller-sized models in its advertising? Such a move would likely devastate the brand, alienating its core audience.
The Great Irony:
All ideas do not fit all brands.
This article is opinion and observation based, not meant for entertainment and thoughtful branding.