By marketers and for marketers, Build Brilliant Brands is a new book from Facebook’s EMEA Client Council that examines what’s changing in marketing, and what still needs to change, in this ever-complex landscape. Wunderman Thompson Global CEO Mel Edwards, along with 21 other marketing leaders, contributed thought-provoking insights and advice for the future of marketing.

While exclusivity might have once been the marketing mode du jour, it’s inclusion that sells now.

In Facebook’s Build Brilliant Brands, Edwards makes the case for the 21st-century need for inclusive marketing and design, citing first and foremost that marketing’s 'one size fits all' approach needs to be reimagined. And the key to this is designing for a wide variety of people, regardless of age, gender, or ability.

Edwards begins with laying the foundation for inclusive design, which is built on three principles: recognising exclusion, learning from diversity, and solving for the 'edge case', and the absolute need for new technologies to achieve it.

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Beyond the how, there’s a significant business case for the why. Fifteen percent of the world’s population has some form of disability and, according to Edwards, that’s an untapped opportunity. Inclusive design and marketing gives brands a competitive advantage—companies are 1.7x more likely to be innovative when taking an inclusive approach—not to mention tapping into a significant growth market: people with disabilities have a disposable income of 8 trillion dollars.

So, why aren't brands taking advantage of the opportunity inclusive design presents?

Edwards shares insights on the most common blockers and how best to overcome them. Her practical advice gives marketers tangible guidance on how best to get started. After all, an inclusive approach to design, marketing, and process is a win-win for all.

Download the Build Brilliant Brands book here.

Wunderman Thompson is the first agency to build an Inclusive Experience Practice. Inclusivity audits all the way through to our Inclusivity Research Hub resources have helped top brands like Tommy Hilfiger Adaptive and Northwell Health create fully inclusive experiences for their customers. If you have any questions about inclusivity and its impact on organizations and your business, feel free to reach out to us.

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