Inclusive Marketing News #76: Instagram AI Experiment & M&S Kids Stoma Underwear

Welcome back to our weekly recap of inclusive marketing news!

In this week’s inclusive marketing news round up, we talk about the latest (good and bad) updates from Instagram, M&S new stoma underwear range for children, a powerful IWD campaign, and 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.

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(1/8) Carlsberg x Liverpool United x British Deaf Association 🦻

Carlsberg and Liverpool Football Club want to change the experience of thousands of people during match day ⚽️

Research shows that 81% of Deaf and Hard of Hearing fans want to participate in matchday chants but feel unable to do so. Now, the two entities, alongside the British Deaf Association, are teaching fans the LFC iconic song ‘You’ll never walk alone’ in BSL!

We often see clients invest in research and then quickly realise the large amount of customers they had been leaving behind, as well as the gaps they could be working on. The team at Carlsberg are doing exactly that by creating more accessible experiences in sport, something that is such a big part in people’s lives.

(2/8) TikTok Releases its 2026 Discover List 💡

TikTok is back with their creator choices for the 2026 Discover List!

A diverse group of creators from around the world have been named, and we spotted a couple of Disabled creators as well: Pryscilla Monroy, who’s Deaf and teaches Sign Language to her followers, and Olly Bowman, who has opened up about his experience with chronic fatigue.

While these nominations are great, we would love to have seen more people from the community included, considering Disabled people make up the largest minority in the world, and Disabled creators outperform non-Disabled creators by 21.4% 🚀

(3/8) M&S Launches Stoma Underwear for Children 🛍️

Another high street brand proving that disability inclusion is here to stay 🙌

Marks and Spencer have grown their stoma-friendly underwear collection to include children sizes, from 2-16 years. This launch has made M&S become the first ever UK high street retailer to do that!

The brand realised the growing need for customers to find underwear that meets their needs, and they delivered 💅

However, we would love to see M&S (and other brands tapping into adaptive clothing) to add more excitement and fun to its adaptive ranges. Having accessible clothing is a great first step, but fashion is a way to express oneself and Disabled people should have the option to choose from a plain black item or a funky print to mix things up 🌶️

(4/8) New Instagram Updates 🎨

Instagram is back with some new updates that we think you’ll enjoy (seriously).

The app is giving users more tools to create freely, from performance insights, to ad tools, and even a way to tweak how your grid looks by editing your posts thumbnails.

They might not be huge updates, but those are definitely things users have been asking for a loooong time. Next time Instagram, we want to see more accessibility features 😉

(5/8) Pinterest New Best Practices For Brands 🛒

If Pinterest is part of your media strategy this year, the platform has released some new best practices to make sure your content performs as best as you’d like on the app 📈

Their new shopping templates will allow brands to create pins that will make users actually interested in what they’re seeing. It’s not just about nice product images, it’s about creativity, and the team at Pinterest are making things easier for retail marketing.

Will you be trying it? 👀

(6/8) Frustration After New Instagram AI Experiment 😬

The nice Instagram updates we mentioned above had to be accompanied by some drama from the Meta app..

The issue? Instagram is trying to amplify its in-stream shopping with auto-generated shopping tags that identify the item in a post. This has resulted in content being linked to products the user might not want to endorse – from a brand partnership competitor, to products they simply don’t use.

Rightly so, this experiment has not been positively welcomed by creators, as this could damage their reputation and on-going work with brands.

Even though this would mean an uplift in sales on the app, if this feature becomes public, there will need to be some opt-out options to avoid conflicts..

(7/8) Trend Spotlight: Stomps 🤳

If you’re looking for a different way to get your audience attention, we’ve been loving this trend where creators stomp to reveal text on screen. It’s engaging, fun and keeps the user on edge to see what’s coming at the end.

(8/8) Campaign Spotlight: End Violence Against Women Coalition 🏆

We celebrated International Women’s Day on Sunday (let’s be honest, we do it every day, especially with the majority of the PG Team being women 💜), and for this week’s campaign spotlight we wanted to, once again, raise awareness of the many changes that need to happen in our society.

End Violence Against Women Coalition created a powerful ad that that highlights how women often text their female friends to update them when they got home safe.

The main actress looks directly at the camera and asks the viewer “Why is it on women to check that their friends are okay? Shouldn’t it be the men checking on their mates?”.

Powerful ad and powerful message, because “Women going home just want to go home.”

Make sure to come back next week to check our weekly news recap with the latest inclusive updates in the marketing and social media worlds, with a touch of inclusion. Don’t forget to follow us on LinkedIn and Instagram for more news and exciting content.

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