If you’re planning a brand activation or experience at an event, here are some general principles to help you think about inclusion.
1. Community co-creation.
Don’t guess – collaborate with the people driving trends in the design and execution of your space. Instead of borrowing from culturally relevant moments, involve those who drive them.
2. Think beyond the visuals.
Inclusion is more than just using a diverse set of imagery. Consider access to the space, any neurodivergent needs, sensory elements and the cultural context.
3. Real always connects.
Amplify real stories wherever you can and use the space to amplify real people alongside product messaging – people connect with other people.
4. Offer something back.
If you can offer something with a value exchange as part of your activation, this gives your experience longevity and genuinely includes it in people’s lives. Think resources, mentorship, career opportunities or visibility. Always keep the value exchange in mind.
5. Make it ongoing.
Don’t let inclusion end with the brand activation. It should be part of an ongoing process that lives year-round.
6. Create a welcoming environment.
Consider any need for quiet zones, parental feeding facilities, inclusive seating, space for wheelchairs, or accessible ways to read. You may not be able to offer everything, but you want people to feel welcome.
7. Staff with intent.
Ensure your staff mix reflects not only the brand values you carry but also the communities you want to reach.
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