Inclusive Marketing News #58: Vogue’s Size Inclusivity Report & Instagram ‘Rings’ Awards

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 Vogue’s latest size inclusivity report, the new ‘Rings’ awards from Instagram, Tesco’s partnership with ‘Be my eyes’, Dove’s newest campaign and much more.

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(1/7) Vogue’s Latest Size Inclusivity Report

Spoiler: it’s not great.

Every year, Vogue puts together a report analysing fashion week’s inclusivity when it comes to sizes and models. And even though this season there was some improvement, of the 9,038 looks presented across 198 shows and presentations, 97.1 per cent were straight-size (US 0-4), 2 per cent were mid-size (US 6-12) and 0.9 per cent were plus-size (US 14+).

With the dangerous increase in weight loss trends, it seems like fashion week attendees are also seeing this impact, especially in Paris, with London being one of the best when it comes to size inclusivity.

Despite consumer demand, brands are still missing the mark when it comes to inclusivity. And if we talk about seeing disabled models in the runway, there is even more work to be done in that front.

Fashion brands’ commitment to inclusivity cannot be seen as a ‘nice to have’ but rather a commercial necessity.

(2/7) Instagram Introduces ‘Rings’ – An Award for Creativity

The NBA rings are coming to Instagram 💍

Instagram is recognising creative people on the platform through their new awards, celebrating those who aren’t afraid to take creative chances and do it their way.

All the winners will receive a unique ring made in collaboration with designer Grace Wales Bonner, and will be able to customise certain aspects of their profile, including having a golden ring around their profile picture and Stories.

This is a very smart move from Instagram to position creators and content on the app as best in class. And the chosen judges are definitely top industry voices, from Marc Jacobs and Cédric Grolet, to Ilona Maher and MKBHD.

(3/7) Tesco x Be My Eyes

Tesco has partnered with Be My Eyes to be the first supermarket in Europe to provide a technology that supports blind and visually impaired customers in shops across the UK.

Following Strongbow’s NaviLens addition to cans, Tesco is becoming another first-in-class retailer that is putting inclusivity at the front of their activities.

This will support customers with product information, as well as with shopping assistance, connecting them with an in-store colleague.

We’ve worked with Tesco for years, and they are really creating change in the industry, one campaign, one activity, one product at a time. We’re excited to see what will come next!

(4/7) YouTube’s New Report On The Value of Organic And Paid Videos

There is a new report by YouTube called ‘Brand Pulse’, enabling brands to see their full presence on the platform using AI.

The report detects mentions of a brand (via logos, products, titles, spoken words) and measures metrics such as total unique viewers, share of watch time, and how paid and organic content influence each other!

One interesting insight so far is that paid ads lead to a more engaging organic presence, building genuine trust that makes the ads more effective. Definitely something for brands to look into, especially if both long and short-form content is part of their strategy.

(5/7) Gap Debuts Creator Advocacy Programme

Over the last year, we’ve seen Gap make big moves in the industry. From appointing luxury designer, Zac Posen, as Creative Director, to their viral ‘Better in Denim’ campaign in collaboration with KATSEYE, Gap is changing how they do things.

And their latest update is the new creator advocacy programme, the next step in their digital marketing strategy.

This new social media advocacy platform is an interesting way for Gap to tap into the creator economy, clearly seeing the power that influencer marketing can bring to the brand. The hub will provide creators an opportunity to engage with Gap’s brands, including Old Navy, Banana Republic and Athleta. They will also offer early access to new releases, exclusive promos and content collaboration opportunities, among other things.

(6/7) Trend Spotlight: Horizontal Reels

They came out of nowhere and they’ve taken over the app. Considering how brands and creators have been focusing on portrait content for so long, this could be a creative way of rethinking how you share your content.

Have you tried horizontal Reels yet? 👀

(7/7) Campaign Spotlight: Dove

The latest instalment of Dove’s ‘Self-Esteem Project’ is the winner of this week’s campaign spotlight!

‘Change the Compliment’ is a campaign aimed at being mindful of the messages we send girls when we compliment them. Dove is challenging people to highlight girls’ attributes other than their beauty, like how kind, clever or strong they are. Because being beautiful isn’t the most exciting thing about a girl, and it shouldn’t define her worth.

Another really powerful campaign from Dove (we’re big fans of them at PG).

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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