Perfection Trap
Marketing That Matters: Winning With Purpose, People, And Profit
By Catherine Awuor
We are reminded that marketing, at its core, is not just about messaging, but meaning. And meaning is lost when people do not see themselves reflected in the stories we tell, the faces we show, or the experiences we highlight. In a world where customers are increasingly value driven, brands must move from generic storytelling to intentional representation.
Inclusion must start from the top. Leadership defines strategy, culture, and vision. When leaders embrace inclusion, it signals to the entire organization that we are building not just a business, but a legacy. A 2020 Deloitte study showed that organizations with inclusive cultures are 6 times more likely to be innovative and agile, and 2 times more likely to exceed financial targets. Consumers are watching, employees are listening, and investors are taking note. Our brands are today expected to stand for something bigger than profit, to reflect society as it is, and lead it to what it can become.
Communication and Sustainability: A Shared Purpose
Diversity and sustainability are deeply intertwined. At its heart, sustainability is about creating systems: economic, social, and environmental that support long-term wellbeing. And inclusion ensures no one is left behind in that journey. A sustainable future cannot exist without equity, access, and shared opportunity.
When we communicate with a sustainability lens, we go beyond seasonal campaigns. We consider the long-term impact of our messages and the ecosystems they influence. Marketing with purpose means aligning our brand narratives with the Sustainable Development Goals( SDGs). Through storytelling, brands can help consumers understand how their everyday choices can shape a better, fairer world.
Brand trust is becoming the new currency- and trust is built on transparency, authenticity, and shared values. A 2023 Edelman Trust Barometer report revealed that 63 % of consumers choose brands based on their beliefs and values, and 78 % expect businesses to play a role in addressing societal issues. This shift signals a clear mandate for brands to move beyond transactional relationships toward deeper emotional engagement. Marketing that centres inclusion becomes a conduit for this trust- not by speaking louder, but by speaking with clarity, conscience, and community.
The Business Case: Where People, Planet, and Profit Intersect
By designing for people, we embed empathy and resilience into our brand’ s DNA. By communicating with accessibility in mind, we reduce waste and lean into smarter, digital-first strategies that serve more with less. And by
connecting with overlooked communities, rural populations, the differently abled, indigenous groups, the youth, we unlock new markets, foster trust, and cultivate brand advocates. That’ s not charity, it is profit with purpose.
Marketing that reflects the world’ s diversity doesn ' t just grow reach, it builds relevance. When people feel seen, they show up, not just as customers, but as advocates, contributors, and lifelong believers in the brand’ s mission.
Marketing plays a central role in activating inclusive business strategy. As both the external voice and internal compass of a brand, marketing does not just reflect what the business does, it shapes what the business becomes. It translates inclusion from principle to practice, from intention to impact.
Conclusion: Inclusion Is the Future of Brand Value
For inclusion to be meaningful, it must be owned and championed by leadership and embedded into every touchpoint, from brand design and messaging to policy and product development. Marketing that embraces inclusion is not only effective, it is transformative. It turns brands into mirrors of the world’ s richness, into storytellers of truth, and into agents of positive change.
Inclusion is where marketing meets meaning, where strategy meets soul, and where business meets humanity. And as Simon Sinek aptly put,“ People don’ t buy what you do; they buy why you do it.”
Catherine Awuor is Head of Marketing and Corporate Communication at UBA Kenya. You can commune with her via mail at: Awuorcate8 @ gmail. com.
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