Why Gen Z Isn’t Buying Your Representation Theater
And why your “diverse” campaign might be doing more harm than good
The FYPs and headlines don’t lie: Gen Z sees through staged inclusion and they’re not afraid to say. They aren’t falling for one beautifully lit carousel of “diverse” faces or rainbow-washed branding.
This generation’s reality is one where identity, culture, and activism intersect daily. They expect them to embody inclusivity, consistently, transparently, and credibly.
When representation feels like a costume? They’ll drag a brand for it.
What Inclusive Marketing Means Now
At Cheryl Overton Communications, we define inclusive marketing as brand storytelling that is data-inspired, culturally fluent, emotionally resonant, and rooted in intention. It’s about earning trust with the people you claim to serve, and backing it up with action.
It is a strategic, consistent reflection of a brand and who it’s in community with. More than a campaign concept. Beyond a casting choice. And definitely not a box to check at the 11th hour before launch.
COC//SIGNAL: If your internal culture doesn’t reflect your campaign cast, your target audience can feel the disconnect and they will call it out.
Why Trust Is Your Newest KPI
Trust isn’t a Value. It’s a KPI.
According to the Edelman Trust Barometer (full disclosure: I’m an alum), 64% of global consumers make buying decisions based on brand values. They will walk away from a brand that fumbles inclusion and evangelize those that get it right.
Trust is a conversion engine.
What Happens When Representation Rings Hollow
Representation without relevance is just noise. And media-literate, values-forward, digitally vocal consumers aren’t afraid to hit mute.
When inclusive marketing misfires, it looks like:
• One-dimensional portrayals that feel performative or pandering.
• Bold copy but a boardroom that looks the same as it did in 2005.
• Campaigns that invite connection yet collapse under scrutiny.
COC//SIGNAL: You don’t get credit for ‘diversity;’ you earn credibility through consistency.
5 Questions Every Inclusive Brand Should Be Asking
Before you green light your next campaign, ask:
1. Who is in the room shaping this narrative?
2. Does this reflect lived experience or marketing imagination?
3. Will this feel real to the people we hope to reach?
4. Are we ready to listen, not just speak?
5. Have we earned the right to say this?
If any of questions cause hesitation, your marketing might not be ready yet.
Better Practices for Brands that Mean It (Because “Best” Is Evolving)
Want to move beyond checkbox inclusion? Start here:
• Embed cultural fluency at the start. Effective inclusive marketing can’t be addressed at sign-off. It is not a polish pass.
• Audit both brand voice and visuals. If the creative feels diverse but the captions corporate, it’s a mismatch.
• Pair representation with action. Who you hire, pay, promote, and listen to matters. Representation without action is just optics.
• Respect feedback, don’t resist it. Your community is telling you what they need. Don’t mistake criticism for cancellation.
COC//SIGNAL: DEI isn’t dead—but performative DEI should be.
Final Word: Inclusion Isn’t a Look. It’s a Language
In a crowded marketplace, authenticity is brand’s unfair advantage. Inclusive marketing is a discipline and the brands that embed it with rigor and heart will own the future.
Brand leaders, ask yourself:
Are we telling a story people can trust? Or just one we hope they’ll buy? If your audience doesn’t trust you, they won’t buy from you.
If they don’t see themselves in your brand, they won’t believe you.
And if your “diverse” campaign is just a coat of paint, Gen Z will walk away — with the receipts.
You don’t need another ‘diverse’ campaign. You need inclusive marketing that converts. Let’s get started.
