Integrating DEI into Creative Strategy

Natalie Grover
Jun 4
2 min read

Updated: Jun 18

Unlocking Innovation and Building Trust

In 2025, creating content that looks good is no longer enough. Audiences expect more. They want brands that reflect their values, stand for something, and deliver on their promises. That's where Diversity, Equity, and Inclusion (DEI) in creative strategy comes in, not as a box-ticking exercise but as a powerful lever for resonance, relevance, and long-term brand impact.

In my years working across social, content, and cultural strategy, I've seen that the most effective creative work is rooted in lived experience, insight, and intentionality.

DEI Builds Brands People Believe In

Recent data backs it up:

64% of global consumers say they take action after seeing an inclusive ad (Deloitte).
Brands with the highest diversity scores saw 39% higher customer satisfaction and 34% stronger brand loyalty (Kantar, Brand Inclusion Index).
61% of Gen Z say diversity and inclusion in advertising are essential to them (Google/IPSOS).

In a landscape driven by community, culture, and connection, brands that fail to prioritise DEI risk feeling tone-deaf or out of touch, regardless of how slick the creative execution is.

From Virality to Value: Inclusive Strategy That Cuts Through

While a viral moment might spike engagement for a day, an inclusive, insight-led strategy builds loyal communities that last. Whether working with employer branding or running high-impact campaigns, DEI ensures your brand narrative reflects real people, not stereotypes.

As part of my consultancy, I've helped organisations:

Align social content with real-world behaviours and lived experience.
Shape inclusive storytelling frameworks.
Train teams on cultural intelligence and audience representation.
Mentor diverse talent to bring in fresh, authentic perspectives.

DEI isn't about adding complexity, it's about making your message more transparent and more credible.

DEI in Action: Why Brands Are Investing

Leading agencies and brands are putting DEI at the core of their strategy:

Unilever integrated DEI into its brand campaigns, resulting in improved consumer trust and increased campaign effectiveness.
Spotify's "Only You" campaign tapped into hyper-personalisation, acknowledging different identities and listening behaviours.
Creative shops like Wieden+Kennedy and Mother are investing in inclusive leadership training and diversifying creative pipelines to future-proof their work.

These aren't one-offs, they're signals that DEI is the future of effective, ethical, creative strategy.

This Is Where I Come In

I offer consultancy for brands, agencies and individuals who want to lead with impact, relevance, and cultural intelligence.

🔹 Cultural & DEI Insight for Campaigns

Bringing together real-world understanding and formal training to guide content ideation and brand positioning.

🔹 Employer & Employee Branding

Helping brands shape internal and external narratives that reflect their values and inspire their people.

🔹 Human-Centric Content Strategy

Blending strategy, community insight, and inclusive storytelling to connect with audiences authentically.

🔹 Training, Mentorship & Leadership Support

Providing team workshops, 1:1 guidance, and support across mental health, bias awareness, and inclusive content creation.

With experience delivering training through the Media Training Ltd, mentoring through Soho House and Creative Mentor Network, and speaking for the PRCA and Beat (the UK's largest eating disorder charity), I bring professional expertise and people-first values to every brief.