​Good marketing has always had its finger on the pulse of what the people want and has worked hard to put this at the heart of the business.

Yet as businesses are working out how to be more inclusive and brands are navigating the implications of this for their focus and activity, there is a growing community who are impatiently waiting for you to catch up to their needs, wants and aspirations for our future together.

We’re at a time in society when the need to use genuine empathy as our guide has never been greater. With a significant shift in people’s expectations for the contribution of brands to wider social issues, the Endelman report of 2020 shows growing an upward trend of new demands for brands to get where they are and what matters most to them.

When it comes to inclusive marketing, people are asking brands to be more active in the fight against systemic racism and discrimination and to be visible in celebrating diversity and inclusivity. There’s sensitivity to how identity...