Inclusive Marketing Principles: Disney Embraces Collaboration with Carol’s Daughter

Building an inclusive brand is not easy, but it is crucial to attract a bigger and more diverse customer base. There are several core principles that inclusive brands embody, which Disney is leaning towards for the live-action version of the classic movie, The Little Mermaid. One of these principles is representation, where Disney cast singer and actress Halle Bailey, who is Black, as Ariel. Despite the negativity and racist comments that ensued, Disney, being values-led, did not deter their plans at all.

Inclusive marketing extends beyond just getting customers to buy products. It is about making them feel seen, belong, and elevating their communities. Many brands fall short of this from an inclusive marketing perspective. One way businesses can do this is through collaboration, where Disney is partnering with Carol’s Daughter as the official hair care brand of the movie.

Carol’s Daughter, which is now owned by L’Oreal, was founded by Lisa Price, a Black woman, and has a rich history in the Black community. By collaborating with brands, suppliers, and people that represent the communities that a business is trying to reach, it makes it easier to attract and retain a more diverse customer base authentically. The approach enables businesses to elevate the community by partnering and/or paying people and brands that are part of those communities.

Therefore, Disney’s partnership with Carol’s Daughter is a smart move. The natural extension of featuring a Black actress as Ariel is to collaborate with a brand from the community that further makes the Black community feel represented. The limited edition products that are part of this collaboration will not only introduce the movie to new audiences but also encourage new consumers to try Carol’s Daughter products.

Therefore, businesses must remember, as they strive to be more inclusive, to collaborate with people, brands, and suppliers that represent the communities they want to reach. By doing so, the brand can better serve the community, introduce new products naturally and authentically, and, most importantly, elevate that community.

Credit: forbes.com

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