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Inclusive Marketing News #57: New OpenAI App & The North Face’s ‘Touch Grass’ Campaign
October 13, 2025
Welcome back to our weekly recap of marketing news, including exciting social media updates, important disability and inclusion related news, and our favourite marketing campaigns.
In this week’s inclusive marketing news round up, we talk about the newest disability-focused film ‘I Swear’, The North Face’s ‘Touch Grass’ campaign, OpenAI’s social media app and much more.
If you want to be like some of these brands, and be known for your amazing inclusive work, or you want to start your inclusion journey, contact us today. You can also subscribe to our LinkedIn newsletter to be up-to-date with the latest news.
Table of Contents
(1/7) OpenAI Launches Video Generating Platform
We’ve seen how AI makes mistakes, especially when creating videos. The images are deformed, the sound feels off and you can just tell it’s “not real”.
But OpenAI is challenging those thoughts and launching Sora, a new invite-only social media app powered by Sora 2. The app has been developed to solve some of the above issues and create video content that is more realistic, accurate and sophisticated.
How could this be beneficial for brands? Even though we will always recommend prioritising human-made content, it seems like Sora could help with more “unique” concepts, or to discover new ideas.
And for all users, the app seems to be prioritising mindful scrolling, giving them the tools and optionality to be in control of what they see on the feed, which we are definitely intrigued by!
What are your thoughts about Sora? Have you tried it yet?
(2/7) How Elf Beauty Turned Corporate Board Diversity Stats Into a Viral Cultural Moment
There are more Dicks in corporate America than anyone else..
That’s what Elf tried to highlight in their report about diversity in US boardrooms. And we know people can get tired of reading long reports, especially when it comes to inclusion, so they partnered with OBERLAND to create something unique.
It all started from the insight that there are more men named Richard, Dick, or Rick on US public company boards than people from underrepresented groups.
And of course, this became a viral moment. From business and advertising publications, to mainstream culture outlets and social media feeds, everyone was talking about the report.
Elf Beauty is more than just a beauty brand, and this campaign highlighting this powerful stat made them become one of The Ad Club NY’s Brave Brands for 2025.
(3/7) Instagram Tests Opening To Reels as the Main Feed
We’ve spoken in the past about how both Reels and DMs have become Instagram’s focus over the past couple of years, so this potential new update just makes sense.
The Meta team are testing a new UI with the Reels tab being the first thing users see when they open the app, followed by the DMs tab. Both of these features have driven most of Instagram’s growth lately, so this could be rolled out to everyone in a few months if found successful.
For brands and creators, this is another reminder to keep pushing valuable and high-quality video content!
(4/7) New Film on Tourette’s Syndrome: I swear
Have you been looking for a new exciting film to watch? I’ve got the perfect option for you, I swear.
And yes, the film is called ‘I swear’, and it’s the latest disability-focused film that can be found in cinemas across the country. It tells the real story of John Davidson, who first got diagnosed with Tourettes in the 1980s, when there was an immense lack of information and misconceptions around the condition.
Stories like this can really impact how society feels about the Disabled community, so if you get the chance, go watch it!
(5/7) Purple Goat wins ‘Best Small Agency’ and ‘Creator Marketing Agency of the Year’
Inclusive marketing doesn’t win awards..
No one cares about disability in advertising..
One week, two back to back awards.
Purple Goat has become a 9-times award winner agency, with the latest recognitions being ‘Best Small Agency‘ at the UK Social Media Awards, and ‘Creator Marketing Agency of the Year’ at the ITV bCreator Awards!
Do you want to do inclusive marketing right? You know who to email for that 😉 info@purplegoatagency.com
(6/7) Trend Spotlight: I forgot something
This week’s trend spotlight is a very versatile one. A brand could use it to highlight some must-have products you can’t forget about, and it would be perfect for a creator that focuses on mental health and self love.
(7/7) Campaign Spotlight: The North Face
We’re connected 24/7, whether it is sitting in front of our work laptop, or scrolling on our phone at 9pm. And The North Face is saying ‘you’ve had enough, go touch some grass’.
Their latest creation ‘Touch Grass‘, co-created by Zalando and Highsnobiety, is a campaign that combines good messaging and good timing, with DJ LOVEFOXY as the star of the ad. The aim is to show how The North Face can provide you with all the looks you need, from city to mountain, while also saying ‘babe, go do a hike or something, you’re going to feel great afterwards’.
Make sure to come back to check our weekly news recap with the latest inclusive updates in the marketing and social media worlds, with a touch of inclusion That’s all for this week, but don’t forget to follow us on LinkedIn, Instagram and TikTok for more news and exciting content.
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