Brands that boldly champion inclusivity have a strong advantage over their competitors, Boxer & Co managing director Gwen Blake says.
Consumer demand for inclusive designs is growing, and the design agency director says moves such as Australia’s vote for gay marriage reveals an inclusivity mindset that more brands should be tapping into.
Speaking at the New Frontiers in Packaging Print Print 21+PKN L!VE event in Sydney on 3 August, she gave examples of companies which vocally welcome, support and include transgender and intersex employees.
She also discussed the move away from gender-based stereotypes, citing the recent Coca-Cola campaign with the slogan: “There’s a different Coke for all of us”.
“When a big company accepts gender equality and champions inclusivity in such a bold way, you know things are changing,” Blake said.
Many companies are moving away from gender-specific packaging designs.
Blake gave the example of a hair dye brand which utilised colour swatches on packs instead of the traditional images of women with lustrous hair.
“It’s about cutting out prescriptive packaging which assumes products are exclusively for people of a certain age and gender, and shifting to more neutral colour palettes and informative systems using simple shapes or textures,” she said.
“Many brands are shifting to easily legible type, understood and read by everyone, and packaging with such features as easy-use pumps, and braille as well.”
Blake said it was never easy to challenge stereotypes.
“When it comes to inclusivity it takes bravery and boldness,” she said.
“But it’s worth it, and it needs to be done.”
